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TAKE-HOME PROJECTS
17-16. Portfolio Project: Select a print ad for a national marketer. Redesign the ad,
including the use of a consumer sales promotion. Now design a second version,
17-17.Mini-Case Analysis: Why do you think the Susan G. Komen “Pink” campaign has
been so successful over the years? What lessons might you learn about promotional
The pink ribbon campaign is one of the most successful co-branding promotional
efforts ever launched. What makes it remarkable is the number of companies that
found synergy in joining this important cause as they simultaneously promote their
products. Delta Airlines, Yoplait, Avon, NASCAR, and Panera Bread are examples of
the major brands that have joined forces with Nancy G. Brinker, the founder and CEO
Lessons learned from this case study include the importance of building strong
TRACE North America Case
Multicultural Promotions
Read the TRACE case in the appendix before coming to class.
17-18. What promotional efforts in the case do you believe will be most successful?
Develop at least two new promotional efforts to strengthen this campaign.
17-19. Create at least three promotional ideas that you feel will make this campaign more
effective. Explain how they would work in a one-page proposal for each. Include
sketches of your idea, if appropriate.
ADDITIONAL MATERIAL
WEBREVIEW QUESTIONS
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1. How can promotions help to achieve brand objectives?
Many of the reasons for using sales promotion focuses around new product launches
and how sales promotions can deliver trial. Sales promotion can make consumers
more brand aware and generate trial as well as persuade them to buy the product
Promotions can also build a brand over time by reinforcing advertising images and
messages. Promotions can create an affinity between brands and buyers by creating
Promotions are not effective in achieving all marketing objectives. For example,
2. Discuss the debate focused on brand building and sales promotion.
For years, a heated debate has focused on sales promotion and brand building.
Advertisers claim the strength of advertising is creating and maintaining brand image
In response, sales promotion experts argue that their practices can help to build brand
image. They refer to the many loyalty programs that have been used by rental car
According to one industry expert, the solution to the debate is to make advertising
more accountable and promotion more brand focused. In other words, advertising and
3. What are the two different types of premiums and what is a
self-liquidator premium?
The two general types of premiums are direct and mail. Direct premiums award the
incentive immediately at the time of purchase. There are four variations of direct
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Mail premiums require the customer to take some action before receiving the premium. A
self-liquidator premium usually requires that a payment be mailed in along with some
proof of purchase before the customer receives the premium. The payment is sufficient to
4. How is the effectiveness of sales promotions evaluated?
Because promotions are so focused on action, it makes sense that sales are the primary
An important dimension of sales promotion effectiveness is payout planning. The goal
of creating a payout plan is to produce promotions that increase sales and profits.
5. Discuss the various types of point-of-purchase displays.
According to the Point-of-Purchase Advertising International Association (POPAI), the
marketing-at-retail industry includes two forms: (1) manufacturer-designed displays
distributed to retailers who use the displays to showcase products and create a personality
6. List the most common types of incentives and trade deals used with
retailers as part of a push strategy.
Here are the most common types of incentives and trade deals used with retailers as part
of a push strategy.
Bonuses. A monetary bonus, also called push money or spiffs, is paid to a salesperson
Dealer loaders.Loaders are premiums (comparable to a consumer premium) that a
manufacturer gives to a retailer for buying a certain amount of a product. A buying
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Buying allowances. A manufacturer pays a reseller a set amount of money or a
Advertising allowances. The manufacturer pays the wholesaler or retailer a certain
amount of money to advertise the manufacturer’s product. This allowance can be a
Co-Op advertising. In a contractual arrangement between the manufacturer and the
Display allowances. A direct payment of cash or goods is given to the retailer if the
7. In addition to stimulating demand, what other objectives can trade
promotions sometimes achieve?
In addition to stimulating demand, trade promotions can also grab attention, provide
motivation, and provide information.
PoP displays are designed to get the attention of shoppers when they are in the store
Most trade promotions are also designed to motivate trade members to cooperate with
the manufacturer’s promotion in some way. Incentives such as contests and trade
Trade shows, which are an information-rich environment, display products and
provide an opportunity to sample and demonstrate products, particularly for trade
8. What is ambush marketing?
Ambush marketing is the term given to promotional stunts used at events, such as the
Olympics and the soccer and rugby World Cups, by companies that are not official
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ASSIGNMENTS
Individual Assignments
1. Identify a recent co-marketing promotion and analyze it by attempting to answer the
following questions: What are the promotional objectives of the two organizations
involved? Are they a good match for each other, or does one organization appear to
benefit more so than the other? In general, what must the two organizations have in
common, if a co-marketing promotion is to be effective?
2. Create an IMC campaign for King Corn by building on the promotional ideas for this
fictional new product already introduced in this chapter. Focus on integration by
ensuring that additional marcom tools you suggest are strategically designed to be
compatible with existing promotions, so that the outcome is a unified message with
shared objectives and a common strategy.
Think-Pair-Share
1. In pairs, explore the following: Are you a “brand loyalist” or a “promotion chaser?”
In other words, what does it take to get you to switch to new products and services?
What does it take to keep you loyal to one brand? As a consumer, how have sales
promotions impacted your thinking, and more importantly, your purchase behavior?
Do your responses to these questions vary by product category? If so, why is that the
case?
2. Learn more about a Kat candy bar promotion by visiting
www.worldsbestcasestudies.com, typing “Jesus loves Kit Kat” into the search box,
and watching the video about it. This viral promotion was developed by the brand’s
Holland ad agency and took place in that nation. What is your opinion of it? Which
promotional objectives, if any, was it effective in accomplishing for the Kit Kat
brand? Which marcom tools, in addition to promotion, come into play? How is
media used? Does it raise any social or ethical issues? Debate the various opinions
that may arise within your small group.
OUTSIDE EXAMPLES
1. Visit the website of the Promotion Marketing Association (www.pmalink.org) to learn
more about the Reggie Awards. Exactly what are these awards? What are the various
categories in which they are offered? Browse the website’s database of past winners
to find three promotions that especially appeal to you. Analyze each in terms of its
Big Idea, level of creativity, excitement and interest, and its ability to spur action and
create or strengthen brand relationships. What media were used? And, most
importantly, will this promotion help pull the brand through the channel to create
sales? Share your findings with the class in a 10-minute oral presentation.
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2. Visit www.jeep.com and find information about the Jeep Jamboree by typing “Jeep
Jamboree” into the site’s search box. Exactly what are these events and how do they
work to build and reinforce both brand and customer relationships? Find another
company that also uses event marketing to create a relationship-building program.
Explain how that program works and compare it to Jeep Jamboree. Which do you
believe is the most effective event marketing activity and why?
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