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

Exercise 12

According to Kim James, sales promotion manager for Eckerd Drug, "The teen and preteen segments are important because they (teens) are developing buying habits and loyalties during these ages and are our future loyal consumers." In addition to established brands such as Cover Girl and Maybelline, Eckerd Drug now stocks brands such as Bonne Bell, Jane, and Naturistics. 41 Which consumer promotions would be the best to attract teens and preteens to the cosmetics department of Eckerd Drug What tie-ins or overlays would you recommend