[Amanda] Amanda received a postcard from a local wellness spa. The card invited her to attend aninvitation-only open house and receive a 20 percent discount on her first service. She went to thespa later in the week to consider getting a facial. With respect to Amanda, the postcard from the spawas a form of direct marketing used toO generate leads.O generate traffic.O create awareness.O create a new image.O generate direct orders.

The strategic actions that lead to publicity of a product or service to influence particular…

Answered: [Amanda] Amanda received a postcard…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Hermione just managed a major event for the local zoo. She put an advertisement in the local newspaper. However, she was disappointed by how few people showed up. She couldn't understand because the paper is highly popular among locals. Hermione decided to survey its large pool of zoo members to try and see what went wrong. After looking at the responses, as well as copies of the newspaper that had the ad, she realized that on the same page as the zoo ad was an even larger advertisement promoting an upcoming concert. This ad was higher up on the page and dwarfed the zoo ad. She believes most people who read that page were distracted by the large, colorful concert advertisement. In this case, the responses to Hermione's survey are while the distraction caused by the larger, more colorful ad on the same page could be characterized as the receiver; the marketing channel a. b. encoding; noise c. feedback; the coding process d. the marketing channel; decoding e. feedback; noise Clear my…
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