Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
78. (p. 426) Procter & Gamble created one of the most outrageous promotions in marketing
history. Nobody blinked when some unknown brand assistant suggested giving away free
goldfish in stores with the purchase of any king-size box of Spic and Span cleaner. The offer
itself was the soul of simplicity: Buy one giant-size box of Spic and Span and you can fill a
clear plastic container with two free goldfish. The display even had its own net for scooping
the little fish out. This promotion was intended to be an example of a _____ strategy.
79. (p. 426) A _____ strategy is primarily designed to secure the cooperation of retailers.
