Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 21

A primary reason for developing a frequency program is to encourage customers to be loyal to a business or brand. For each of the following products, discuss the merits of a frequency program. What types of incentives would individuals need to join the frequency club and then to continue participation in the program
a. Local restaurant
b. Auto repair service
c. Printing service
d. Clothing retailer