Mary Ellen works at Hershey in the marketing department. Recently, Hershey developed a new chocolate bar that the company is excited about. Mary Ellen's job is to try to increase awareness of the product, get people to try it, and obtain desirable distribution at retail stores. Which consumer sales promotion method should Mary Ellen select based on these criteria?

Question

Quizplus · Accepted Answer

Free samples would be the best choice to increase awareness, promote trial, and obtain desirable distribution at retail stores. By offering free samples, Hershey can allow customers to experience the product firsthand, which can increase their interest in purchasing it. Additionally, retail stores are more likely to stock a product that has had a positive reception from customers, making it easier to obtain desirable distribution. Money refunds and frequent-user incentives are better suited for encouraging repeat purchases, while point-of-purchase displays and demonstrations may not be as effective at creating trial and awareness for a new product.

Mary Ellen Works at Hershey in the Marketing Department