MINI-CASE
Everyone knows McDonald's, the worldwide fast food chain. McDonald's has been a user of consumer promotions for years. They offer a kids' Happy Meal that always includes a toy, and often times the package itself is a promotion, such as pumpkin buckets at Halloween. They have also used a promotion patterned after the popular Monopoly game where everyone wins something small, like a soft drink or french fries, but someone could win $1 million dollars by participating. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program where consumers will receive one free Happy Meal for every 10 they purchase.
-Refer to Mini-Case. What type of consumer promotion is the toy in the Happy Meal?

Question

Quizplus · Accepted Answer

The toy in the Happy Meal is a direct premium because it is an item given to consumers at no additional cost when they purchase a Happy Meal.

MINI-CASE Everyone Knows McDonald's, the Worldwide Fast Food Chain. McDonald's Has