Posted: May 3rd, 2016

Why should marketers consider advertising as a long term commitment?

. Why should marketers consider advertising as a long term commitment?

2. Do you believe there is an over focus on advertising and promotion? Is effective promotion more important than product price?

3. Vakratsas and Ambler suggest that advertising elasticities are small and decrease during the product life cycle but Lloyd states that advertising elasticities feed into shareholder value. Are these viewpoints contradictory?