Scenario 11-4
General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. Still, General Mills brand like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows that they must stimulate consumer demand for their brands, but they must also stimulate retailer support for these brands as well. Their market research shows that some consumers are very loyal to certain brands of cereal, but most consumers are interested in 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 their brand when shopping for breakfast cereal.
-(Scenario 11-4) General Mills had learned that, along with Kellogg's and Quaker Oats, they often target the same customers with their advertising. This problem of many customers receiving too many messages from too many different firms has been addressed by using sales promotion elements such as coupons. This is an example of ____ driving growth in sales promotion.

Question

Quizplus · Accepted Answer

Media clutter refers to the excessive amount of advertising and promotion messages that consumers are exposed to on a daily basis. In this scenario, General Mills is using coupons as a sales promotion tool to cut through the clutter and grab the attention of consumers who may be overwhelmed by the number of competing messages they receive from other cereal brands.

Scenario 11-4 General Mills Brand Breakfast Cereals Face Strong Competition in the in the Dry