Question

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?
a. as a result of experiential marketing research
b. to create the appropriate level of institutional advertising
c. to determine which executional appeal is the most effective
d. to achieve a certain minimum level of exposure to measurably affect purchase habits
e. to prevent product cannibalization

Answer

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