Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the shelf that allowed him to get a coupon for a specific brand of cereal. Which type of point-of-purchase coupon is this?
a. instantly redeemable coupon
b. shelf-delivered coupon
c. scanner-delivered coupon
d. remotely-delivered coupon
e. on-site delivered coupon
Question 2
What is the best recommendation for a brand that has a relatively low share of market and competitors have a relatively high share of voice?
a. Increase advertising expenditures to defend position.
b. Find a defensible niche and decrease advertising expenditures.
c. Attack with a large share of voice premium over all competitors.
d. Maintain a modest advertising spending premium over competitors.
e. Cut all advertising expenditures.
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Cereal-box readers will read the information on the box as many as 12 times
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