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

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) The store gives Stacey a loyalty card for the toothpaste which she must produce the next time she visits the store to purchase the product.This is an example of a .

Today's forms of out­of­home media can target specific demographic segments by neighborhood using customized messages via wireless Internet.

Businesses like to promote their products with rebates because they:

Which of the following is a form of allowance allowed to retailers and wholesalers?

Scenario 15-1 One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010.Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November.Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move.Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran.Companies designed new sale flyers and circulars, and began to promote the various sales on their websites.Other companies such as Target were also implementing a similar strategy-by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.) -(Scenario 15­1) On one of the company's websites, a sweepstakes was designed to award one lucky customer after he or she provided feedback on a number of planned sales promotions for the holidays.One characteristic of a sweepstakes is:

Experts suggest that the number of words on a billboard copy should not exceed .

Support media are used to introduce a new message beyond the one being delivered by other advertising vehicles, marketing plans, and promotional techniques.

A manufacturer of dental care products sets up a new promotion by attaching one of its toothbrushes to its boxes of toothpaste.This is an example of a mobile sampling technique.

Friendly Car Wash offers a deal in which customers who have bought nine car washes over the last year get the tenth one free.This is an example of a sampling program to stimulate repeat purchases.

Scenario 15-1 One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010.Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November.Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move.Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran.Companies designed new sale flyers and circulars, and began to promote the various sales on their websites.Other companies such as Target were also implementing a similar strategy-by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.) -(Scenario 15-1) During the holiday season, Snuggles, a winter clothing retail store, offers its employees $10 for every additional sweater that they sell.This is an example of:

The fight for space on grocers' shelves has become very competitive, so manufacturers will do anything to get stores to stock their items-except paying a fee, which is now illegal.

A national merchandising company is a major distributor of grocery and beauty products, and uses many tactics to get samples into the hands of consumers.The most popular type of sampling for food and cosmetics products is sampling.

Transit advertising works well in small towns, rural areas, and farm communities due to their lack of ad clutter.

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) The displays commissioned by Sounds Good need to be set up and maintained.Any record store that agrees to do this gets several copies of Planet Moon CDs and past releases from Sounds Good for free.This is known as a(n) .

Scenario 15-1 One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010.Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November.Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move.Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran.Companies designed new sale flyers and circulars, and began to promote the various sales on their websites.Other companies such as Target were also implementing a similar strategy-by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.) -(Scenario 15-1) Implementing contests and sweepstakes can be a challenging task.One of the difficulties in implementing an effective sweepstakes is:

A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it.The little boy's new toy is an example of a:

A regional office supply store wants to understand and serve its customers better and compete with nationwide giants.It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers.Which of the following forms of sales promotion would work best?

Scenario 15-5 Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook­sized monitors as they stroll through the aisles.The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter.The mini- televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the Point-Of-Purchase.Advertisers who are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process.The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict.Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised. (Danielle Douglas, "Bloom to Try Out In­Store TV Advertising System." Washington Post, November 1, 2010.) -(Scenario 15-5) ClipTrick feels it is better not to send in Point-of-Purchase displays to the retail store.Which of the following would most likely be the reason for its decision?

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) Which of the objectives of promotion did all these activities have in common?

A distinguishing feature of a self-liquidating premium is that it requires the consumer to: