Energizer is introducing a new line of batteries that provide a longer life than its existing models.

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Energizer is introducing a new line of batteries that provide a longer life than its existing models. The brand manager for the new line believes most of the promotion budget should be spent on consumer and trade promotions, but the assistant brand manager thinks that the promotion mix should emphasize television advertising. Partner with another student. Play the roles of the brand manager and assistant brand manager and debate their opposing views on advertising versus promotion.

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Principles of Marketing

ISBN: 978-0136079415

13th Edition

Authors: Philip Kotler, Gary Armstrong

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