Scenario 11-5
The local student chapter of the American Marketing Association (AMA) is preparing to begin a new student membership drive. Previously, these efforts have focused on merely making incoming students aware of the existence of the chapter and making announcements about upcoming events in classes. The student AMA officer team wants the chapter to double in size during the upcoming school year. While this seems like an overly ambitious objective, several of the officers are students in a marketing communications class that teaches sales promotion techniques. These students have argued at several recent meetings that the proper use of sales promotion can help the chapter to accomplish this goal.
-(Scenario 11-5) The chapter's officers have decided to have a contest for all students who visit the first meeting of the semester. At the end of the meeting, a visitor's name will be drawn to win 25 free state lottery tickets. Which of the following is the most likely outcome of this contest?

Question

Quizplus · Accepted Answer

The most likely outcome of the contest is that it will stimulate high attendance at the first meeting of the semester. Students may attend the meeting simply to enter the contest, but this can still help the chapter to achieve its goal of doubling in size by increasing awareness and interest in the organization. The contest may also promote the features of the organization indirectly by introducing students to what AMA has to offer. However, it is less likely to foster existing members' loyalty or encourage future meeting attendance unless the organization offers additional incentives or benefits to both new and current members.