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

تمرين 2

A manufacturer of golf balls introduced a new brand that supposedly delivered greater distance than competitively priced balls. However, in accordance with restrictions the governing body that regulates golf balls and other golfing equipment and accessories established, this new ball when struck by a driver travels on average only a couple of yards farther than competitive brands. The manufacturer identified a list of three million golfers and mailed a single golf ball to each. In view of what you have learned about sampling in this chapter, comment on the advisability of this sampling program.