Scenario 16.2 Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice.
Refer to Scenario 16.2. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.
A) viral advertising; primary
B) sales promotion; selective
C) sales promotion; primary
D) product placement; selective
E) product placement; primary

Question

Quizplus · Accepted Answer

This method of promotion is an example of sales promotion, as it involves offering a coupon for a free bottle of Whizz to contestants. It is used to stimulate selective demand, as the focus is on promoting the benefits of Whizz to potential customers who are already interested in laundry detergent (i.e. college students with dirty shirts).