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.
A. parallel
B. pull
C. push
D. cohort
E. horizontal
Answer: B
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Design thinking requires intensive ethnographic studies of consumers, creative brainstorming sessions, and collaborative teamwork to decide how to bring the design idea to reality
Indicate whether the statement is true or false
The lower the level of customer loyalty is for a product, the ________
A) stronger the existing brand relationships are B) stronger the media plans are C) stronger the copy tests are D) more opportunity there is to gain sales E) more opportunity there is to integrate marketing
A business is considering a cash outlay of $500,000 for the purchase of land, which it could lease for $40,000 per year. If alternative investments are available which yield a 21% return, the opportunity cost of the purchase of the land is:
A) $105,000 B) $ 40,000 C) $ 65,000 D) $ 8,400
In the context of evaluation and adoption of innovations, ____________ refers to the benefits of adopting new technology compared to the costs
a. relative advantage b. complexity c. compatibility d. trialability e. observability