Marketing and Promotions: An Assignment

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TWO MARKETING QUESTIONS APPROXIMATELY 200 WORDS EACH Is a level of 75 per cent comprehension realistic among those who become aware of an ad? Why or why not? A level of seventy-five percent comprehension of any specific advertisement campaign among all of the consumers who become aware of the advertisement is probably not very realistic. Consumers have a natural tendency to pay close attention to advertisements for products that interest them and to pay much less attention to products that don't interest them or for which they are not currently in the market. All of the variables incorporated by the marketing research undertaken by Shoppers' Delight detailed in this case study relate to exposure and comprehension but none of them takes into account the inherent differences in comprehension level as between consumers with a pre-existing interest in the particular products used in the marketing research and consumers without any pre-existing interest in the particular products used in the marketing research. It may be realistic to hope that seventy-five percent of a target audience with a pre-existing interest or need for a particular product will comprehend the advertisement campaign, simply because a very high percentage of those consumers will be interested enough in the advertisement to pay enough attention to it to understand it. However, it is not realistic to hope that seventy-five percent of any general target audience will necessarily have enough of a
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