In using in-store promotions,the most critical factor for the channel manager to consider in judging the probable effectiveness of the promotion is:

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The benefits of the program as perceived by retailers are the most critical factor in judging the probable effectiveness of in-store promotions. Retailers are the ones who will be selling the product and interacting with customers, so their perception of the benefits of the promotion is crucial in shaping their willingness to participate and promote the manufacturer's product. The other factors, such as the number of stores involved, salespeople time, direct cost, and consumer inquiries, may have some impact on the promotion's effectiveness, but they are less critical than the retailer's perspective.

In Using In-Store Promotions,the Most Critical Factor for the Channel