When a firm modifies its promotion mix over the product life cycle, it is using

Question

Quizplus · Accepted Answer

The hierarchy-of-effects model suggests that consumers move through a series of stages when making a purchase decision, from awareness to knowledge, liking, preference, conviction, and finally purchase. Adjusting the promotion mix over the product life cycle aligns with this model, as it involves changing promotional strategies to match the consumer's stage in the decision-making process.

When a Firm Modifies Its Promotion Mix Over the Product