Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.
-(Scenario 15-4)General Mills' salespeople handle and monitor a number of promotions for its cereals.Which of the following involves Point-of-Purchase advertising?

Question

Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal. 
-(Scenario 15-4)General Mills' salespeople handle and monitor a number of promotions for its cereals.Which of the following involves Point-of-Purchase advertising?

Quizplus · Accepted Answer

Point-of-Purchase advertising refers to any promotional display or material that is placed where the product is being sold, such as in-store displays. Therefore, the best choice that involves Point-of-Purchase advertising is a large display of cereal boxes at the end of the grocery aisle. Choices A, B, and C do not involve in-store displays and are not considered Point-of-Purchase advertising.

Scenario 15-4 General Mills, a Breakfast Cereal Brand, Faces Strong Competition in Competition