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Unformatted text preview: ed. Other firms, like Staples and
Apple, have simplified the rebate redemption process with “Easy Rebates” and Apple.com/promo.49
Pr o d u ct Place me n t When marketers use p r o d u ct p lace me n t, they pay to have their product
included in nontraditional situations, such as in a scene in a movie or television program.50 Product
placement has formerly been subtly placed, such as when American Idol judges are seen drinking
Coca-Cola. In fact, one season of American Idol had 580 product placements. Elisa and Jack of 30
Rock discuss whether McDonald's McF lurry is the best dessert in the world. On CBS's T he Big Bang
T heory, Sheldon says that he “needs access to the Cheesecake F actory walk-in freezer.” In T he
Biggest Loser, the contestants have to run from one Subway restaurant to the next.51 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 6/10 9/15/13 M cGr aw- Hill Connect - Ebook If you think that the Apple c omputer was ac c idently plac ed on NBC's 30 Roc k with Kenneth (left) and J ac k
(right) (J ac k Mc Brayer and Alec Baldwin), think again. It was mos tly lik ely a produc t plac ement in whic h Apple
paid to have its produc t s ub tly plac ed on the tab le. Using Sales Promotion Tools
Marketers must be careful in their use of promotions, especially those that focus on lowering prices.
Depending on the item, consumers may stock up when items are offered at a lower price, which
simply shifts sales from the future to now and thereby leads to short-run benefits at the expense of
long-term sales stability. F or instance, using sales promotions like coupons to stimulate sales of
household cleaning supplies may cause consumers to stockpile the products and decrease demand
for those products in the future. But a similar promotion used with a perishable product like Dannon
yogurt should increase its demand at the expense of competitors like Yoplait.
Many firms are also realizing the value of cr o ss-p r o mo tin g , when two or more firms join togethe...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08