Creamy's mayonnaise, a regional brand, just recently began using Nielsen Catalina's Checkout Coupon scanner-delivered coupon program. Which of the following is true regarding this delivery mode in this instance?
a. A consumer would get a Creamy's mayonnaise coupon from a shelf location.
b. Any consumer who purchased Creamy's mayonnaise would automatically receive a coupon for that brand at the checkout counter that is to be used at a later date.
c. A consumer who purchased Kraft's Mayonnaise, a competitive brand, would automatically receive a coupon for Creamy's mayonnaise at the checkout counter that can be used on a future purchase of Creamy's mayonnaise.
d. The redemption rate for coupons distributed this way would be about the same as that for media-delivered coupons.
e. A consumer who purchased Creamy's mayonnaise would automatically receive a coupon for that brand at the checkout counter that can be used on that purchase at that time.
Question 2
Albright Carpet Cleaners has the attractive position of holding a high market share, and its competitor is nonaggressive and has a relatively low share of voice. What should Albright do to retain its present large market share?
a. Increase advertising considerably to defend position.
b. Find a defensible niche and decrease advertising expenditures.
c. Attack with a large share of voice premium over its competitor.
d. Maintain a modest advertising spending premium over its competitor.
e. Cut all advertising expenditures.
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