Scenario 15-1
One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010.Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November.Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move.Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran.Companies designed new sale flyers and circulars, and began to promote the various sales on their websites.Other companies such as Target
were also implementing a similar strategy-by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season.
(Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)
-(Scenario 15-1) Implementing contests and sweepstakes can be a challenging task.One of the difficulties in implementing an effective sweepstakes is:

Question

Quizplus · Accepted Answer

While all of the choices could be potential difficulties in implementing a sweepstakes, generating interest in the brand beyond just the sweepstakes is a key challenge. If consumers are only interested in winning a prize and have no interest in the brand, it may not result in long-term loyalty or sales. Companies should aim to make the sweepstakes a part of a larger marketing strategy that promotes their brand and values.

Scenario 15-1 One of the Nation's Most Popular Times for Sales Promotions