Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

تمرين 5

Economists argue that advertising can be a barrier to entry for many companies that simply cannot come up with the money required to initiate an effective advertising campaign. At the same time, SPANX has succeeded without spending any money at all to promote the product. Explain how a company like SPANX can be successful with little or no advertising.