Taco Bell Hershey's: What Types of Promotions Are Available, What Are the Objectives of the Various Consumer Promotions?
Management added this new position to send a strong signal that they wanted different behavior. They wanted people to be broader managers, good at managing P & L, to be decisive and to take ownership. The Market Managers had a lot of responsibility because management had pushed down a large deal of decision making
For example, Dodge’s wildly successful ads where a guy in a truck yells over to another truck at a stoplight, “Hey, that thing got a Hemi?” has created a huge number of new customers for Dodge trucks. Hemi has become a brand within a brand. Now, Chrysler is extending the Hemi engine to the Jeep brand, hoping for the same success.
Recently, food marketing to youth in schools has become even more intense, persuasive, and creative. Some schools are now selling food advertising space on their athletes' warm-up suits, as well as inside and outside of school buses.
IMC activities can amplify the message about the sales promotion and encourage active participation from target customers. Finally, it is important to recognize that sales promotions cannot compensate for a poor product, a declining sales trend, ineffective advertising, or weak brand loyalty. If these fundamentals are not working, sales promotions can serve only as a temporary solution.
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Tevlin J. Star Tribune. Minneapolis, MN; 2001. General Mills ad campaign turns sour after protest; p. 1D.