ISSUE

While your venture team was brainstorming new products for Smith's in Module 12, some of you came up with ideas that were not products, but advertising and sales promotion concepts. While these ideas did not help you satisfy the client's desire for a new product - it did pique the client's interest.

Sales promotion concepts were mostly of the "frequent-user incentive" variety, such as a "rewards" card or earnings system.

The client already has an advertising agency and they will refer your advertising concepts the their agency. However, the client was especially interested in the "frequent-user incentive" program you floated and has asked you to follow up on the "rewards earning" idea.

Initial Discussion Post

Choose one promotional effort, and answer the following questions:

1. What is the primary objective of this promotional effort? (if you need help with this read the lecture notes on "Sales Promotion Objectives")
2. What would be the characteristics of the promotional effort? In other words, how will it work? Give details.
3. How will the characteristics of the of the promotional effort further your primary objective?

Answer each of these questions separately and number your answers.