Three questions

Ch. 4
2. What are the five parts of a promotions opportunity analysis planning
process?
1. Completing a communications marketing analysis
2. Establishing objectives
3. Creating a budget
4. Preparing a promotional strategy
5. Matching tactics with the strategy

Ch.5
8. What evaluation criteria should be used in selecting an advertising agency?
• The size of the agency
• Relevant experience of the agency
• Potential conflicts of interest
• Creative reputation and capabilities of the agency
• Production capabilities
• Media purchasing capabilities
• Other services offered
• Client retention rates
• Personal chemistry

Ch. 6
2. What are the six stages of the hierarchy of effects model? Do they always
occur in that order? Why or why not?
•awareness
•knowledge
•liking
•preference
•conviction
•actual purchase.
The model is sequential but the order is sometimes different. People sometimes make an impulse buy and a purchase encouraged coupons.