Which of the following statements describes how brand equity is affected by the increased use of sales promotion?
A. There is strong agreement among marketing professionals that any type of sales promotion activity detracts from brand equity.
B. Marketing experts argue that higher spending on sales promotion is at the expense of media advertising, which leads to a decline in brand equity.
C. Marketing experts generally agree that advertising plays an important role in building and maintaining a brand's image and position, which are core components of its equity.
D. Sales promotions do not contribute to the erosion of brand equity.
E. Critics argue that sales promotions generally result in higher brand equity.
Answer: B
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