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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Discussion Questions
1. Discuss the role of sales promotion
as a part of the promotional
mix and how it can be integrated
with other marketing communication
tools.
2. Discuss how sales promotion
can be used as an acceleration tool
that can speed up the selling
and/or purchasing process and
increase a company’s sales
volume.
3. Discuss the various factors that
have led to companies shifting
more of their marketing budgets
to sales promotion. Discuss the
pros and cons of this reallocation
of marketers’ advertising and promotion
budgets.
4. IMC Perspective 16-1 discusses
how marketers are using contests
as a way of increasing involvement
with their products and/or
services and building brand
equity. Discuss how a contest can
be used to increase involvement
and contribute to brand equity.
Find an example of a contest that
you believe contributes to the
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16. Sales Promotion © The McGraw−Hill
Companies, 2003
equity of a brand and explain how
it does so.
5. Discuss how samples and
coupons can be used to generate
trial of a new product or increase
consumption of an established
brand.
6. Discuss how sales promotion
programs can be integrated with a
company’s online strategy and
how the Internet can be used as
part of a company’s sales
promotion efforts.
7. In recent years a number of marketers
have questioned the
economic feasibility of couponing
programs. Discuss the various reasons
marketers are questioning
the value of coupons. Evaluate the
arguments for and against the use
of coupons.
8. IMC Perspective 16-4 discusses
the problems McDonald’s encountered
as a result of the conspiracy
to embezzle winning game pieces
from the company’s popular
Monopoly game promotion. Do you
think McDonald’s will ever be able
to use the Monopoly game promotion
again? Why or why not?
9. What is meant by trade-oriented
sales promotion? Discuss the various
types of trade promotions and
reasons why marketers use them.
10. What is meant by a slotting
allowance or fee? Evaluate the
arguments for and against retailers
charging slotting fees to
manufacturers.
11. Describe the various forms of
cooperative advertising and the
reasons they are used by
marketers.
12. What is meant by a sales
promotion trap or spiral? Evaluate
the promotional war that was
begun by Dell Computer when the
company began using sales
promotion offers to help sell
personal computers. What are the
options for other personal
computer companies in deciding
whether to match Dell’s
promotional offers?