Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 5

Present a position on the following statement (voiced by a student who read a previous edition of this textbook): "I can't understand why in Table 20.1 mail-in premiums are positioned as accomplishing just a trial-impact function. It would seem that this form of promotion also accomplishes repeat purchasing objectives."