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33.a. Decide on reach, frequency, and impact. Reach is a measure of the percentage of b. Choose among major media types: television, newspapers, magazines, direct mail, radio, outdoor, and Internet.c. Select specific media vehicles, such as choosing TV shows that the target would watch so he or she will see the commercial.d. Decide on media timing. Determine how to schedule the advertising over the course of a year.35.The firm needs to consider several issues: Why did the competitor change the price? Is the price change temporary or permanent? What will happen to the company's market share andprofits if it does not respond? Are other competitors going to respond? Besides these issues,
38.An exclusive dealing contract may be illegal if one party has not voluntarily agreed to the contract, or if the arrangement substantially lessens competition or tends to create a monopoly.