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

Exercise 19

Video games generate major revenues for many companies. One manufacturer decided to use sampling as a method to reach the primary target market-males between the ages of 15 and 30. The sampling could have been distributed in one of two ways. First, the actual game could be loaded on a computer for targeted individuals. Second, potential customers could be sent an abbreviated version of the game. Which sampling method would be best Using Figure 12.6, discuss the pros and cons of each sampling method in terms of this new video game. Which type and method of sampling would you recommend Why