Exam 15: Sales Promotion Point-Of-Purchase Advertising and Support Media

The only medium that places the advertising, the product, and the consumer together in the same place at the same time is Point-of-Purchase advertising.

A printed card or sign designed to mount on or under a shelf is known as a .

Scenario 15-2 The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon.Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash.The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands. -(Scenario 15-2) MusicMixers, a manufacturer of recording equipment, speakers, and microphones based in Baltimore, is a supplier for Sounds Good.The owners of Sounds Good have purchased most of their studio equipment from MusicMixers.Now, MusicMixers is running a promotion of its own.When the sales representative visits, he drops off two expensive leather jackets with a small MusicMixers logo on one sleeve.The jackets are considered as , and are part of a business-market sales promotion.

Scenario 15-3 Stacey is making her weekly trip to the grocery store.She takes with her a National brand coffee coupon worth 50 cents.While shopping she was asked if she would like to try a slice of pizza from a sales person.After tasting it, the sales personal directs her to where the brand is available.When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge.She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, with a box full of pain relievers built into it.At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character. -(Scenario 15-3) Among all the products with sales promotions in the store, which of the following involved Point-of Purchase advertising that might have cost the manufacturer a few pennies?

A consumer buys a printer for her computer, and receives a money-back offer.To get the premium, she has to mail in a form requesting the money back from the manufacturer rather than the retailer.Which of the following consumer-market sales promotion techniques is exemplified here?

It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique.

One drawback of sales promotions is that the results are difficult to document.

Trial offers have the same goal as samples, except that trial offers:

Several factors have affected sales promotion in organizations, in recent years.Pressure from stockholders to produce high quarterly revenue, marketing plans based on quick results, and a bottom-line mentality have all contributed to a:

A manufacturer helps a retailer by sharing the cost of local advertising.This allows the manufacturer to have some control over the process, and the retailer to advertise for a lower cost.They are taking part in a form of business- market sales promotion.

Out-of-home media describes various advertising venues that reach local audiences while they are out in public.

Scenario 15-3 Stacey is making her weekly trip to the grocery store.She takes with her a National brand coffee coupon worth 50 cents.While shopping she was asked if she would like to try a slice of pizza from a sales person.After tasting it, the sales personal directs her to where the brand is available.When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge.She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, with a box full of pain relievers built into it.At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character. -(Scenario 15-3) Stacey is surprised to see that there was a toothbrush attached to the box of her favorite toothpaste.This is an example of a(n):

Describe the various sampling techniques used in consumer-market sales promotion.

Scenario 15-4 General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats.However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market.As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well.Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category.As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal. -(Scenario 15-4) The marketers at General Mills have learned that along with Kellogg's and Quaker Oats, they often target the same customers with their advertising.This problem of customers receiving too many messages from too many firms has been addressed with sales promotion tactics featured in advertising such as coupons included in magazine ads, or rebate offers mentioned in TV commercials.This is an example of promotion.

Scenario 15-6 Ted's grocery store is extremely popular in a small neighborhood.Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner.Pretzels being a relatively new company had to pay Ted's grocery to sell its products.Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details.It also stated that employees who sell two blenders would receive a bonus.Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor. -(Scenario 15-6) Quads' customers need to mail them to receive 10% of their money back on purchases.This is an example of a .

P­O­P displays have historically served several purposes for store owners.What do today's retailers increasingly expect P-O-P displays to do for them?

Scenario 15-2 The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon.Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash.The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands. -(Scenario 15-2) Sounds Good commissions the design of fifty cardboard displays for record stores as part of a short-term promotional display.This means that the display will be used for a maximum of months.

Scenario 15-6 Ted's grocery store is extremely popular in a small neighborhood.Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner.Pretzels being a relatively new company had to pay Ted's grocery to sell its products.Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details.It also stated that employees who sell two blenders would receive a bonus.Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor. -(Scenario 15-6) Pretzels has provided a scratch card inside each packet of crisps.This is an example of a .

A kitchen appliance manufacturer devises a program to encourage members of the trade to purchase its brand.It offers salespeople an extra $75 for selling one of its refrigerators, $50 for selling one of its ovens, and $40 for selling one of its dishwashers.Which of the following promotional concepts for the trade channel does this involve?

Though, there appears to be some strong resistance, market research has indicated that 63 percent of consumers don't mind advertising.