P 427 in the moose head cabin fever rescue promotion

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84. (p. 427) In the ‘Moose head Cabin Fever Rescue Promotion', beer retailers were sent an inflatable bush plane with 30-inch wingspan that appeared to be dropping a parachute that holds a Moose head 12-pack box. Moose head probably had to pay a ______ to encourage retailers to use this rather large promotional material in their stores. Retailers charge manufacturers display allowances-fees to make room for and to set up displays. AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 16-07 Describe the roles that sales promotion can play in a marketing strategy. Topic: Giving Brands a Push with Trade Promotions
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