Harvey is a brand manager for a national brand of soft drinks.He is making the implementation decisions in the marketing communications decision-making process,and he wants a marcom tool that is most capable of directly affecting consumer behavior.Which of the following tools should he use?

Question

Quizplus · Accepted Answer

Sales promotion is the most capable marcom tool of directly affecting consumer behavior. It includes activities such as coupons, contests, and discounts, which incentivize consumers to take immediate action and make a purchase. Advertising, publicity, events, and point-of-purchase displays can also influence consumer behavior to some extent, but they are not as effective in immediately and directly driving sales.

Harvey Is a Brand Manager for a National Brand of Soft