Which of the following strategies is a marketing manager most likely to follow to increase sales of a high-involvement product?
a. Create an advertisement that gives consumers all the necessary information to make a purchase decision
b. Focus on the package design of products so that the products will be eye-catching and easily recognized on the shelf
c. Link a product to a higher-involvement issue to create positive publicity
d. Give coupons, cents-off deals, and two-for-one offers
ANSWER: a
To increase the sales of a high-involvement product, a marketing manager would most likely create an advertisement that gives consumers all the necessary information to make a purchase decision.
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