Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store.Based on these findings,what form of promotion is most effective for Gillette's Right Guard brand?

Question

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In-store coupons would be the most effective form of promotion for Gillette's Right Guard brand, as it targets consumers at the point-of-purchase where they are making their decision. Direct mail coupons and coupons distributed through freestanding inserts in newspapers may not be seen or remembered by consumers when they are actually in the store. Event marketing may increase brand awareness but may not be as effective as in-store coupons for encouraging immediate purchase decisions.

Gillette's Market Research Shows That Most Consumers Decide Upon a Brand