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

Scenario 15-4 General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats.Still, 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) On the back of its Cheerios boxes, General Mills has printed a form to fill out for a cookbook offer.The booklet, entitled Healthy Snacks and Appetizers with Cheerios, is available to consumers for a nominal charge of $3.00 plus a $1.00 shipping and handling charge.This is an example of

Today's marketers use a number of sales promotion techniques aimed at consumers, including coupons, price-off deals, premiums, contests and sweepstakes, samples and trial offers, phone and gift cards, rebates, and frequency programs.

Which of the following helps explain why marketers have shifted more of their budgets to sales promotion in recent years?

P-O-P promotion can aid manufacturers not only by attracting consumers, but also by securing relationships within trade and business markets.For instance, it can encourage buyers to support their brand over another with more exposure and shelf space.

Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade, and business buyers.

Which of the following sales promotion tactics runs the greatest risk of eroding a brand image or value?

Sales promotion is generally used as a long-term tactic and widespread strategy to promote an image for the brand and create emotional connections with the consumer.

What are the two main categories of point-of-purchase promotions? What types of P-O-P formats or techniques can you name? (The text lists 16.) Now imagine yourself as a retailer specializing in a particular area -groceries, discount items, sporting goods, apparel, books, electronics, big-box items, etc.Describe how you would use at least three types of P-O-P techniques to merchandise, display, and promote various goods.

For an item to be defined as an advertising specialty, it must

Scenario 15-3 It's time to take your weekly trip to the grocery store.You bring a coupon good for 50¢ off a national brand of coffee.As you walk the aisles, a woman asks if you'd like to try a slice of pizza.After you taste it, she points out where the brand is kept in the freezer display.When you get to your favorite brand of toothpaste, you're delighted to find that a toothbrush with the same brand name is attached to the box at no charge.You turn the corner and run into a cardboard cutout of one of the stars from a leading medical drama on TV.This display has a medical kit full of a new brand of pain reliever built into it.Your last stop is the cereal aisle, where you notice that one brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character for $4.95. -(Scenario 15-3) Your toothpaste purchase involved an example of

Managers are demanding greater accountability for promotional spending.

The primary role for consumer sales promotion is to

Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities.This is especially important with which types of consumer-market promotion techniques?

Billboards offer several strong advantages, but they are most effective as a promotional medium when they are in a location that

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

A phone directory like the Yellow Book provides a strong link to consumer buying, allowing people to follow through on their decisions to buy in a practical way.

Consumers are responding positively to sales promotions.

The CEO of a software manufacturer that sells to large insurance firms wants to look at all possible forms of business-market promotions in a new push to gain and maintain lucrative customers.He meets with his marketing director and they review the five main areas of promotion techniques aimed at business buyers.They are

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.

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 apparently running a promotion of its own.When the sales rep visits, he drops off two expensive-looking leather jackets with a small MusicMixers logo on one sleeve.The jackets are considered ____ and are part of a ____ sales promotion.