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Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
Edition 9ISBN: 978-1111580216Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
Edition 9ISBN: 978-1111580216 Exercise 1
Research results were presented showing that sales volume is about 14.6 times more responsive, on average, to changes in price than to changes in advertising. Explain exactly what this means for the manager of a brand who is considering whether to grow sales by increasing advertising expenditures or lowering the price.
Explanation
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In economics price, income, and advertis...
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
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