Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

تمرين 8

Assume you are the marketing manager of a company that manufactures a line of paper products (tissues, napkins, etc.). Your current market share is 7 percent, and you are considering offering retailers an attractive bill-back allowance for giving your brand special display space. Comment on this promotion's chances for success.