Scenario 15-4
General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats.Still, General Mills brands like Wheaties and Cheerios maintain a strong share of the market.As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well.Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show 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 its brands when shopping for breakfast cereal.
-(Scenario 15-4) General Mills' salespeople handle or monitor a number of promotions for its cereals.Which of the following involves point-of-purchase advertising?

Question

Quizplus · Accepted Answer

Point-of-purchase advertising refers to promotional displays or materials located at the retail level where the product is purchased. Therefore, the large display of cereal boxes at the end of the grocery aisle is the only option that fits this description. The scratch-off card, free granola bar, and small box of cereal are all examples of sales promotions, but they do not involve point-of-purchase advertising.

Scenario 15-4 General Mills Brand Breakfast Cereals Face Strong Competition in the in the Dry