Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store.Based on these findings,what form of promotion should be most effective for Gillette's Right Guard brand?

Question

Quizplus · Accepted Answer

Since most consumers decide upon a brand of deodorant at the point-of-purchase, in-store coupons would be the most effective form of promotion for Gillette's Right Guard brand. By offering coupons at the store, Gillette can encourage consumers to choose Right Guard over other brands when making their decision. Direct mail coupons and coupons distributed through freestanding inserts in newspapers are less likely to be noticed by consumers at the point-of-purchase, while event marketing and spiffs may not be relevant for a product like deodorant.

Gillette's Market Research Shows That Most Consumers Decide Upon a Brand