Scenario 16.2 Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice.
Refer to Scenario 16.2. Since Whizz is a new product, which of the following promotional methods would you least recommend?
A) Magazine ads
B) Viral marketing
C) Television commercials
D) A price-reduction sales promotion
E) Public relations

Question

Quizplus · Accepted Answer

Since Whizz is a new product, it is important for the manufacturers to establish a strong brand image first before using price-reduction sales promotion. Consumers tend to associate low prices with inferior quality, which is the last thing Whizz wants to be associated with as a new player in the market. Therefore, it is not recommended to use a price-reduction sales promotion as a promotional method, at least not in the first year.