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

P-O-P 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 15-6 You are a media planner at an advertising agency in Dallas.Since it is Friday, you take a long lunch with a sales associate at the Dallas Morning News followed by a walk through a nearby park, returning to the office around 2:30 p.m.When you get to your desk, you find a number of new emails from account execs waiting for you, all with subject lines suggesting pressing client issues.You need to answer them before the weekend hits. -(Scenario 15-6) An exec leaves a voicemail asking your opinion about the best form of support media for a restaurant/pub owner in the Dallas area.He has five casual eateries, all free-standing facilities located just outside the city's biggest shopping malls and movie theaters.He already advertises in newspapers and on local TV and radio.He now wants something a little different, something immediate, possibly located in or near the malls, something that would nudge the consumer to try this casual dining right around the corner-tonight.By the time you call the exec, you both have the same idea.What is it?

Of all types of support media, directory advertising offers a unique advantage by

A discount retailer has been doing very well over the years, and can now expect to get cash payments from manufacturers and suppliers if they want their products on the retailer's shelves.So it regularly receives these payments, known as

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

Scenario 15-5 Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook-sized 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, which 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 In-Store TV Advertising System." Washington Post, November 1, 2010.) -(Scenario 15-5) Many companies are using technology to market to consumers when they are in close proximity to one of its stores. Although it is not point-of-purchase advertising, it is a popular advertising topic in the industry today. This method of advertising is referred to as

The great thing about sales promotion is that it is so inexpensive and so simple.In almost all instances, it's neither costly nor time-consuming.

What is the difference between advertising specialties and business gifts?

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.What kind of premium is this?

One advantage of using sweepstakes and contests is that they can quickly and easily communicate the brand message through the game.

Scenario 15-5 Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook-sized 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, which 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 In-Store TV Advertising System." Washington Post, November 1, 2010.) -(Scenario 15-5) There are many different types of point-of-purchase displays. Which of the following best describes a shelf talker?

Scenario 15-5 Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook-sized 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, which 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 In-Store TV Advertising System." Washington Post, November 1, 2010.) -(Scenario 15-5) Which of the following is not one of the objectives of point-of-purchase advertising?

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) General Mills' salespeople handle or monitor a number of promotions for its cereals.Which of the following involves point-of-purchase advertising?

In recent years, the time spent on sales promotion has shifted.Today, about ____ of brand management time is spent designing, implementing, and overseeing sales promotions.

During the 1970s, sales promotion expenditures by marketers of consumer goods were about ____ percent of their budgets, while today they are about ____ percent.

The marketers at Kraft are currently focusing on building brand loyalty and considering a number of consumer-market sales promotion techniques.Which would work best at encouraging brand loyalty toward Kraft Macaroni and Cheese?

Support media are given that name because they

What are the two broad categories of P-O-P materials?

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

Materials used in the retail setting to attract shoppers' attention to a product, convey primary product benefits, or highlight pricing information, are referred to as point-of-purchase advertising.