A crucial difference between advertising and sales promotion is that:
a. advertising has a measurable impact on purchase behavior, while sales promotion does not.
b. advertising offers consumers a reason to buy, while sales promotion offers an incentive to buy.
c. advertising costs money, while sales promotion is free.
d. advertising messages are controlled by marketers, while sales promotion messages are not.
Answer: b. advertising offers consumers a reason to buy, while sales promotion offers an incentive to buy.