Why Is Promotion Based on Creativity Alone Likely to Waste

question 22

Multiple Choice

Why is promotion based on creativity alone likely to waste valuable marketing resources?

• A) Because truly creative promotion is too expensive
• B) Because the majority of promotional efforts do not create results in the short term
• C) Because promotion that is based solely on creativity is no better than one-on-one personal selling
• D) Because most potential customers simply ignore promotion
• E) All of the above are reasons.

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Definitions:

Erg

A unit of energy in the centimeter-gram-second (CGS) system, equivalent to the work done by a force of one dyne exerted for a distance of one centimeter.

Basic Drive

Fundamental motivational forces that drive behavior, such as hunger, thirst, sex, and avoidance of pain.

Personality Development

The growth and change in an individual’s character and behavioral traits over their lifespan.

Cattell

Raymond Cattell was a psychologist known for his research on personality theory and his development of the 16 Personality Factor (16PF) questionnaire.