(Solution Document) Extending the Pettit-O'Malley et al.

  1. Extending the Pettit-O'Malley et al. findings (note-taking study) to a marketing situation, which of the following sales-promotion techniques would be expected to produce the most favorable shifts in brand attitudes in a single application?
  2. Coupons, as redeemed by a consumer.
  3. Contests, requiring consumer-suggested/-created jingles, slogans, or ads.
  4. Rebates, which induce product purchase, but may or may not get redeemed.
  5. Manufacturer-sponsored sales (i.e., discounted prices).
  6. Premiums (i.e., attached related merchandise) which a consumer receives when he/she purchases a firm's brand


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