Sampling refers to free samples and trial sizes

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SAMPLING refers to free samples and trial sizes. Sampling allows consumers to try products with minimal risk. Trial sizes reduce the risk of trying new products. They also eliminate the problem of be- ing stuck with a large quantity of a disliked product. POINT-OF-PURCHASE PROMOTIONS are special displays set up at retail locations to build traffic, advertise the product, or induce impulse buying. ONLINE SALES PROMOTIONS are a way to boost Web site traffic by giving away free services and/or equipment. Also, these promotions include sites that distribute coupons online as a way to counter the high cost and low redemption rate of coupons in print media. Some Internet sites are also using loyalty programs—users are rewarded with points, which can be redeemed later. Sampling is also possible at some Web sites. PTS: 1 REF: 280-283 OBJ: 18-2 TOP: AACSB Communication | TB&E Model Promotion 4. You are the sales promotion manager for Vita-Balls, a new children's vitamin that is designed to be chewed like gum. Your company uses a pull strategy, and you are responsible for recommending sales promotion tools to accomplish this strategy. Describe three specific sales promotion activities you would recommend for Vita-Balls. ANS: Because Vita-Balls uses a pull strategy, consumer sales promotion tools should be used. COUPONS for discounts on Vita-Balls could be mailed directly to parents or could be placed in par- enting magazines. PREMIUMS could be offered to purchasers of Vita-Balls, with proof of purchase required. The premi- um should be related to the product, such as books on common parenting problems, a subscription to a nutrition magazine, or other children's health care products. LOYALTY MARKETING PROGRAMS or FREQUENT BUYER PROGRAMS could also be offered such as offering one free container of Vita-Balls after 12 are purchased. CONTESTS could be offered to parents. Entrants could write an essay about Vita-Balls or send in a photograph of their child, with the winning picture appearing on the new package of Vita-Balls. A SWEEPSTAKES could allow anyone to enter a random drawing for a free year's supply of Vita-Balls. SAMPLING would allow parents to try the product without risk. Free small sizes could be mailed to parents.
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POINT-OF-PURCHASE PROMOTIONS could be set up at drugstores or grocery stores to attract new customers and encourage current customers to try Vita-Balls. ONLINE SALES PROMOTIONS. The manufacturer of Vita-Balls could set up a Web site where it provided online coupons for the vitamin, which could be redeemed at retail stores, as well as hints on how to get children to eat more nutritiously. It could award points for visiting this site and have the points redeemable for Vita-Balls. PTS: 1 REF: 280-283 OBJ: 18-2 TOP: AACSB Communication | TB&E Model Promotion 5. Compare and contrast contests and sweepstakes. ANS: Contests and sweepstakes are both types of sales promotions generally designed to create interest in a good or service, often to encourage brand switching. Contests are promotions in which participants use some skill or ability to compete for prizes. A consumer contest usually requires entrants to answer questions, complete sentences, or write a paragraph about the product and submit proof of purchase.
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