You Are Assigned the Responsibility to Prepare a Promotional Campaign

question 105

Essay

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

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Definitions:

Consumer Surplus

The contrast between the full amount consumers are willing to invest in a product or service and the actual payment they make.

Action Figures

Small figures representing a character from a movie, comic book, video game, or television program, designed for play or collection.

Marginal Utility

The added delight or usefulness a person acquires by consuming an extra unit of a good or service.

Utility Theory

A concept in economics that suggests individuals make decisions based on the expected utility or satisfaction they will derive from those decisions.