A Search Engine Firm Is Trying to Determine What Promotional

Multiple Choice

A search engine firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

A) Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software.
B) Spend 30 percent of the budget in the effort to generate publicity for its software.
C) Use the majority of its promotional budget on advertising that focuses on brand differences.
D) Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E) Encourage its tech support staff to emphasize the superiority of its software and its after-sale support.