Deck 11: Sales Promotion and Point of Purchase

Question 1

Transit advertising works best for building or maintaining brand awareness.

Answer 1

True

Question 2

Attaching a small bottle of Gillette shaving cream to a razor is an on-package sampling technique.

Answer 2

True

Question 3

A display rack that stocks product is placed above the cash register. The cashier can reach the product for the consumer. The front of an overhead merchandiser usually carries signage. This is called a dump bin.

Answer 3

False

Question 4

Support media are used to reinforce a message that is being delivered by some other advertising vehicle.

Question 5

Vertical cooperative advertising involves the sharing of advertising costs between a manufacturer and a retailer.

Question 6

Retailers often create trade promotions to entice manufacturers to supply the outlet with the manufacturer's most popular items.

Question 7

Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade and business buyers.

Question 8

Coupons are a good sales promotion because they induce brand switching and stimulate repeat purchases, and the timing and distribution are controlled by the manufacturer.

Question 9

One potential downside of promotions is that a short-term gain may actually be offset by a drop in future sales.

Question 10

Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas.

Question 11

One of the purposes of sales promotion is to provide an affiliation value for a brand

Question 12

Billboards, posters, and outdoor signs are perhaps one of the newest forms of advertising.

Question 13

Although sales promotion can attract attention and motivate trial purchase, it is rarely used for new brand introduction because advertising controls that aspect.

Question 14

One reason for the popularity of sales promotions is that the results are easy to document.

Question 15

An objective for trade promotions is to decrease store traffic, which would make it easier for the customer to shop.

Question 16

Historically, more money has always been spent on sales promotions than on advertising.

Question 17

One of the advantages of sales promotions over advertising is that sales promotions offer the opportunity for reward without risk.

Question 18

P-O-P refers to materials used in the retail setting to attract shoppers attention to ones product, convey primary product benefits, or highlight pricing information.

Question 19

Out-of-home media is a term used to describe any media other than television.

Question 20

The fight for space on grocers' shelves has become so competitive that manufacturers occasionally just pay cash to food store chains to get the chains to stock the item.

Question 21

Trial offers are similar to samples except that trial offers

A) are used for more expensive items.
B) are only delivered to consumers in logo-emblazoned "mobile-trial" vehicles.
C) can only be used for low-price convenience goods.
D) are only appropriate for new brands in the market.

Question 22

Two of the basic forms of sales promotion are ____ sales promotion and ____ sales promotion.

A) sales force; consumer-market
B) trade-market; consumer-market
C) sales forces; trade-market
D) short-term oriented; long-term oriented

Question 23

The primary role for consumer sales promotion is to

A) enhance the image of a brand.
B) elicit an immediate purchase from a customer.
C) encourage long-term purchasing of a brand.
D) have a preference-building effect for a brand.

Question 24

Several factors have created a short-term orientation among marketing managers. Which of the following is a reason why this type of orientation exists in many organizations?

A) pressure from stockholders to produce higher quarterly revenue
B) pressure from shareholders to produce higher quarterly profits
C) a bottom line mentality in many organizations
D) rewards and punishments based on short-term returns are on the rise for most managers

Question 25

Perhaps the oldest form of advertising is:

A) billboards
B) newspaper
C) magazine
D) point-of-purchase

Question 26

Which one of the following is not a reason why sales promotions have become a more popular tool for companies over the past 10 to 15 years?

A) Companies are demanding greater accountability for their marketing expenditures.
B) Companies are feeling the pressure for immediate revenue.
C) Companies are understanding the benefits of adding value in consumers' minds.
D) Companies are understanding the need for a consistent image over time.

Question 27

Which of the following is NOT typically a service that advertising agencies provide to clients?

A) preparation of sales promotion materials
B) preparation of creative elements of marketing communications
C) promotion planning
D) media placement

Question 28

In order for an item to be defined as a specialty-advertising item, it must

A) contain the sponsor's name and/or logo.
B) contain no promotional message.
C) have no use but as a promotional item.
D) be charged for.

Question 29

You work for a company that manufactures large appliances, like refrigerators and stoves In an effort to move your product, you offer a hundred dollars to any retail salesperson who can sell ten of your appliances in a week. This is an example of

A) a sweepstakes.
B) a slotting fee.
C) an allowance.
D) an incentive.

Question 30

An advantage of coupons as a sales promotional tool is that

A) it makes it possible to give a discount to a price-sensitive consumer while still selling the product at full price to other consumers.
B) a coupon-redeeming consumer is often a competitive brand user, so the coupon can induce brand switching.
C) in-package coupons can induce repeat purchases.
D) all of these are advantages of coupons as a sales promotional tool.

Question 31

Which of the following is a strategic advantage for manufacturers of P-O-P advertising aimed at trade and business markets?

A) It aids in securing trade market cooperation for their brand(s)
B) It encourages potential retailers to support their brand over another
C) It can help win additional shelf space and exoposure inside the retail store
D) All of these statements are possible advantages of P-O-P for manufacturers

Question 32

If a company's advertising campaign and a sales promotion have different purposes, the company would be wise to

A) devote its budget to advertising and drop the sales promotion effort.
B) devote its budget to sales promotion and drop the advertising effort.
C) coordinate the look and feel of both efforts.
D) make sure that the two efforts have separate, strong looks and feels.

Question 33

A ____ requires a consumer to pay most of the cost of an item received as a premium.

A) free premium
B) price-off deal
C) self-liquidating premium
D) trial offer

Question 34

The difference between contests and sweepstakes is that

A) contests require skill, and sweepstakes require luck.
B) contests are used to generate long-term interest in a brand, and sweepstakes are used to generate immediate interest.
C) contests can require an entry fee, and sweepstakes cannot.
D) contests focus on the game, and sweepstakes focus on the brand.

Question 35

A distinguishing feature of a self-liquidating premium is that it

A) offers a consumer cents off or even dollars off merchandise at the point of purchase.
B) requires a consumer to pay most of the cost of an item received as a premium.
C) is offered free or at a reduced price with the purchase of another item.
D) is not particularly effective with brand loyalty.

Question 36

Powerful retailers are demanding cash payments from manufacturers for access to shelf space. These payments are known as

A) bribes.
B) merchandise allowances.
C) slotting fees.
D) co-op advertising fees.

Question 37

Which of the following is not considered P.O.P. advertising?

A) Window and Door signage.
B) Dump bin.
C) A billboard positioned in a supermarket parking lot.
D) Shopping Cart ads.

Question 38

The most popular type of sampling for food and cosmetic products is ____ sampling.

A) in-store
B) door-to-door
C) mail
D) on-package

Question 39

In recent years, sales promotion expenditures have grown at an annual rate of about 4 to 8 percent, compared to

A) a drop in sales promotion in foreign countries.
B) close to 100% increase in advertising.
C) no increase for advertising.
D) about a 3 to 5 percent rate for advertising.

Question 40

A money-back offer requiring a buyer to mail in a form requesting the money back from the manufacturer, rather than the retailer (as in couponing) is:

A) brand switching
B) rebate
C) coupon
D) manufacture verticality

Question 41

Scenario 11-3
It's time to take your weekly trip to the grocery store. You bring a coupon good for 50¢ off a national brand of coffee. As you walk the aisles, a woman asks if you'd like to try a slice of pizza. After you taste it, she points out where the brand is kept in the freezer display. When you get to your favorite brand of toothpaste, you're delighted to find that a toothbrush, made by the people who make your toothpaste, is attached to the box for no extra charge. You turn the corner and run into a cardboard cutout of one of the stars from a leading medical drama on TV. This display has a medical kit full of a new brand of pain reliever built into it. Your last stop is the cereal aisle, and on the back of your favorite brand is a chance to buy a T-shirt with a picture of the cartoon spokes-animal for the cereal for only $7.95.
(Scenario 11-3) Of the sales promotions you encountered in the store, which one was directed at the trade channel?

A) The coupon
B) The in-store sample
C) The display
D) The T-shirt

Question 42

Scenario 11-4
General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. Still, General Mills brand like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows that they must stimulate consumer demand for their brands, but they must also stimulate retailer support for these brands as well. Their market research shows that some consumers are very loyal to certain brands of cereal, but most consumers are interested in some level of variety seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider their brand when shopping for breakfast cereal.
(Scenario 11-4) General Mills has experimented with selling "two packs" of several brands of cereal. These are two standard size boxes of cereal shrink wrapped together and offered at a special price. The objective for this form of consumer-market sales promotion is likely to ____.

A) simulate a trial purchase
B) stimulate a repeat purchase
C) stimulate a larger purchase
D) introduce a new brand

Question 43

Scenario 11-2
The White Noise recording company is getting ready to release the first compact disc from its newest band, Wet-Dog. Because White Noise's last three releases have been dismal failures, the company needs a quick influx of cash. The company has decided to use sales promotions to move the product through record stores and into customers' hands.
(Scenario 11-2) The point-of-purchase displays commissioned by White Noise need to be set up and maintained. Any record store that agrees to do this gets Wet-Dog compact discs free. This is known as

A) an incentive.
B) a maintenance exchange.
C) a merchandise allowance.
D) a labor-product trade-out.

Question 44

Scenario 11-2
The White Noise recording company is getting ready to release the first compact disc from its newest band, Wet-Dog. Because White Noise's last three releases have been dismal failures, the company needs a quick influx of cash. The company has decided to use sales promotions to move the product through record stores and into customers' hands.
(Scenario 11-2) White Noise knows that the release cannot succeed without gaining distribution in large record store chains. However, many of these chains are refusing to carry the product, saying that shelf space is too precious to be used on an unknown brand like Wet-Dog. However, buyers for these chains say that they might be willing to carry the product if White Noise makes a substantial direct cash payment to the chain. This payment is known in the trade channel as

A) a slotting fee.
B) a merchandise allowance.
C) an incentive.
D) a vertical cooperative program.

Question 45

Scenario 11-4
General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. Still, General Mills brand like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows that they must stimulate consumer demand for their brands, but they must also stimulate retailer support for these brands as well. Their market research shows that some consumers are very loyal to certain brands of cereal, but most consumers are interested in some level of variety seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider their brand when shopping for breakfast cereal.
(Scenario 11-4) On the back of Wheaties boxes, General Mills has attached a coupon for a cookbook offer. The book, entitled "Cooking with Wheaties" is available to consumers for a nominal charge of $3.00 plus a $2.00 shipping and handling charge. This is an example of a ____.

A) free premium
B) sweepstakes
C) coupon
D) self-liquidating premium

Question 46

Support media are called support media because they

A) are supported solely by advertising expenditures.
B) expand on messages being delivered by other media.
C) must be supported by independent physical structures.
D) reinforce advertising messages being delivered by other media.

Question 47

Scenario 11-1
When one runs a World Wide Web word search of the term sales promotion, the result is more than 700,000 matches. The list of links is as diverse as it is extensive. A click of a mouse button can bring you to the home page of a wide variety of full-service Sales Promotion Agencies providing strategic promotion planning and promotion development/implementation with emphasis on retail grocery products.
(Scenario 11-1) One of the tie-in packages offered by Co-op Promotions gives companies the opportunity to place a sample or a coupon inside 2 million Hamilton Beach/Proctor Silex toaster and toaster oven packages. Which of the following should not be considered a downside to a couponing program like this?

A) There is no way to prevent current users from redeeming coupons for products they would buy anyway.
B) Fraud and misredemption are chronic, costly problems.
C) It does not allow a company to give price-sensitive customers a discount while selling the product at full price to other customers.
D) The timing of redemption is difficult to control.

Question 48

Scenario 11-1
When one runs a World Wide Web word search of the term sales promotion, the result is more than 700,000 matches. The list of links is as diverse as it is extensive. A click of a mouse button can bring you to the home page of a wide variety of full-service Sales Promotion Agencies providing strategic promotion planning and promotion development/implementation with emphasis on retail grocery products.
(Scenario 11-1) Pegasus Sales Promotion claims that just about any business can benefit from a scratch card promotion. However, an astute marketer realizes that, as with many different kinds of sweepstakes,

A) they are not an effective way to build store traffic.
B) it's often difficult to get any message across in the context of a game.
C) they are not an effective way to spur repeat trips to a retailer.
D) the lack of legal guidelines can create massive problems for companies.

Question 49

Scenario 11-3
It's time to take your weekly trip to the grocery store. You bring a coupon good for 50¢ off a national brand of coffee. As you walk the aisles, a woman asks if you'd like to try a slice of pizza. After you taste it, she points out where the brand is kept in the freezer display. When you get to your favorite brand of toothpaste, you're delighted to find that a toothbrush, made by the people who make your toothpaste, is attached to the box for no extra charge. You turn the corner and run into a cardboard cutout of one of the stars from a leading medical drama on TV. This display has a medical kit full of a new brand of pain reliever built into it. Your last stop is the cereal aisle, and on the back of your favorite brand is a chance to buy a T-shirt with a picture of the cartoon spokes-animal for the cereal for only $7.95.
(Scenario 11-3) Which of the several possible objectives of promotion did all these activities have in common?

A) elicit an immediate purchase of a product.
B) build an image for a product.
C) create awareness of a product attribute.
D) create preference for a product.

Question 50

Scenario 11-5
The local student chapter of the American Marketing Association (AMA) is preparing to begin a new student membership drive. Previously, these efforts have focused on merely making incoming students aware of the existence of the chapter and making announcements about upcoming events in classes. The student AMA officer team wants the chapter to double in size during the upcoming school year. While this seems like an overly ambitious objective, several of the officers are students in a marketing communications class that teaches sales promotion techniques. These students have argued at several recent meetings that the proper use of sales promotion can help the chapter to accomplish this goal.
(Scenario 11-5) The local Kinko's Copy Center has always supported student groups on campus. They have agreed to support the student AMA chapter by contributing money to the club that is used for advertising. Kinko's expects that when they give money for such advertising that the logo of both AMA and Kinko's appear in the ad. This is an example of ____.

A) a slotting fee
B) cooperative advertising
C) a case allowance
D) a push strategy

Question 51

An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser:

A) is trying to create or build brand awareness
B) is trying to create of build brand preference
C) needs a limited number of exposures to members of the target market
D) has a message that is having trouble breaking through the clutter in other media

Question 52

Scenario 11-2
The White Noise recording company is getting ready to release the first compact disc from its newest band, Wet-Dog. Because White Noise's last three releases have been dismal failures, the company needs a quick influx of cash. The company has decided to use sales promotions to move the product through record stores and into customers' hands.
(Scenario 11-2) White Noise commissions the building of point-of-purchase displays for record stores. The displays hold 144 compact discs, with headphones for patrons to listen to selections off each disc. This is known as

A) a consumer-market sales promotion.
B) an on-package sampling.
C) an incentive.
D) a trade-market sales promotion.

Question 53

Directory advertising is unique among support media in that it

A) helps the consumer follow through on a product purchase.
B) enhances awareness-building campaigns that an advertiser is developing through other media vehicles.
C) has not yet been designed to serve specific ethnic or interest groups.
D) requires short lead times.

Question 54

Scenario 11-6
Lightships are blimps designed to be used as marketing and observational tools. Like many blimps, they have state-of-the-art camera platforms that have provided aerial shots of such events as the U.S. Open tennis tournament, the grand opening of EuroDisney, and many NASCAR races. In addition, lightships also provide what is claimed to be a unique advertising opportunity. The hull of the blimps can be used to display a 32-color image. At night, the entire hull and banner area can be internally lit for extremely dramatic nighttime displays. Companies such as Kraft foods, Budweiser, Goodyear, Monster.com, McDonald's, and Reebok have used lightships as part of their advertising efforts.
Marketers of the lightships say that lightships can be used as a support vehicle or as a primary advertising vehicle. There are currently sixteen lightships operating across three continents. (www.lightships.com/info.html)
(Scenario 11-6) Most advertisers would consider lightships to be a support medium. This is because

A) lightships are supported solely by advertising expenditures
B) messages on the lightships function to expand on messages being delivered by other media.
C) the messages on the lightships are supported by independent physical structures.
D) messages on the lightships function to reinforce advertising messages being delivered by other media.

Question 55

Scenario 11-4
General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. Still, General Mills brand like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows that they must stimulate consumer demand for their brands, but they must also stimulate retailer support for these brands as well. Their market research shows that some consumers are very loyal to certain brands of cereal, but most consumers are interested in some level of variety seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider their brand when shopping for breakfast cereal.
(Scenario 11-4) General Mills had learned that, along with Kellogg's and Quaker Oats, they often target the same customers with their advertising. This problem of many customers receiving too many messages from too many different firms has been addressed by using sales promotion elements such as coupons. This is an example of ____ driving growth in sales promotion.

A) short-term orientation
B) increased power of retailers
C) demand for greater accountability
D) media clutter

Question 56

Scenario 11-1
When one runs a World Wide Web word search of the term sales promotion, the result is more than 700,000 matches. The list of links is as diverse as it is extensive. A click of a mouse button can bring you to the home page of a wide variety of full-service Sales Promotion Agencies providing strategic promotion planning and promotion development/implementation with emphasis on retail grocery products.
(Scenario 11-1) If a company creates a trade show booth, the company is employing ____ to sell its product.

A) a point-of-purchase device
B) a facilitation strategy
C) a horizontal cooperative program
D) a push strategy

Question 57

Most advertising experts suggest that billboard copy should not exceed ____ words.

A) 3
B) 6
C) 9
D) 15

Question 58

Scenario 11-5
The local student chapter of the American Marketing Association (AMA) is preparing to begin a new student membership drive. Previously, these efforts have focused on merely making incoming students aware of the existence of the chapter and making announcements about upcoming events in classes. The student AMA officer team wants the chapter to double in size during the upcoming school year. While this seems like an overly ambitious objective, several of the officers are students in a marketing communications class that teaches sales promotion techniques. These students have argued at several recent meetings that the proper use of sales promotion can help the chapter to accomplish this goal.
(Scenario 11-5) The chapter's officers have decided to have a contest for all students who visit the first meeting of the semester. At the end of the meeting, a visitor's name will be drawn to win 25 free state lottery tickets. Which of the following is the most likely outcome of this contest?

A) it will help promote the features of the organization
B) it will encourage students to visit future meetings
C) it will foster existing members' loyalty toward AMA
D) it will stimulate high attendance at the first meeting of the semester

Question 59

An advantage of billboards as a medium is

A) wide exposure of a message in a specific local market.
B) the large size and lighting attracts attention.
C) reaching passersby with a message related to an immediate need.
D) All of these statements are advantages of billboards.

Question 60

Scenario 11-5
The local student chapter of the American Marketing Association (AMA) is preparing to begin a new student membership drive. Previously, these efforts have focused on merely making incoming students aware of the existence of the chapter and making announcements about upcoming events in classes. The student AMA officer team wants the chapter to double in size during the upcoming school year. While this seems like an overly ambitious objective, several of the officers are students in a marketing communications class that teaches sales promotion techniques. These students have argued at several recent meetings that the proper use of sales promotion can help the chapter to accomplish this goal.
(Scenario 11-5) Students who normally attend the first meeting are also offered a ball cap with the logo of the chapter embroidered on it. This is an example of a ____.

A) price-off deal
B) free premium
C) self liquidating premium
D) coupon

Question 61

Unquestionably, there are numerous positive things that can result from a properly planned sales promotion. However, a manager must also realize that there are potential negatives to a sales promotion effort. As a wise manager, what kind of questions would you ask yourself before committing a substantial amount of money to a sales promotion?

Question 62

Scenario 11-6
Lightships are blimps designed to be used as marketing and observational tools. Like many blimps, they have state-of-the-art camera platforms that have provided aerial shots of such events as the U.S. Open tennis tournament, the grand opening of EuroDisney, and many NASCAR races. In addition, lightships also provide what is claimed to be a unique advertising opportunity. The hull of the blimps can be used to display a 32-color image. At night, the entire hull and banner area can be internally lit for extremely dramatic nighttime displays. Companies such as Kraft foods, Budweiser, Goodyear, Monster.com, McDonald's, and Reebok have used lightships as part of their advertising efforts.
Marketers of the lightships say that lightships can be used as a support vehicle or as a primary advertising vehicle. There are currently sixteen lightships operating across three continents. (www.lightships.com/info.html)
(Scenario 11-6) The use of a lightship is expected to deliver better results than the use of other out-of-home media, such as billboards and transit advertisements, because

A) billboards and transit advertisements cannot be targeted geographically.
B) there are fewer blimps than there are billboards and transit advertisements.
C) blimps featuring video and changing messages provide a higher degree of interactivity.
D) billboards and transit advertisements are considered poor media for generating awareness.

Question 63

You are opening a fine-dining establishment in your hometown. As part of this effort, you are considering offering a consumer frequent-diner program. Briefly describe how a frequency program works. What are the advantages associated with such a program?

Question 64

Explain what is meant by the term push strategy. Describe four different techniques commonly used as part of a push strategy.

Question 65

Scenario 11-7
You are a media planner at a small advertising agency. Since it is Friday, you decide to take a long lunch, returning to your office around 2:30 PM. When you get back to your desk, there is a stack of messages waiting for you from account executives about pressing client issues. You must answer them all before you get to start your weekend.
(Scenario 11-7) One message says that a client needs to reach consumers with a message that speaks to the desire "eat right now." The client has fast-food restaurants along a major freeway. Of course, since it's Friday, the client has already gone home for the day, so you leave a voice mail for the client saying that you'll call Monday to discuss the use of

A) directory advertising like the Yellow Pages.
B) event sponsorship like NASCAR family days.
C) outdoor advertising like billboards.
D) P-O-P advertising like kiosks in grocery stores.

Question 66

Describe the overall trend in spending on advertising and sales promotion since the 1980s. Outline at least four reasons behind this trend.

Question 67

Jiffy Lube relies heavily on couponing in local newspapers and coupon sheets to promote its basic oil change service. What are four possible advantages that Jiffy Lube gains from using coupons?

Question 68

Scenario 11-7
You are a media planner at a small advertising agency. Since it is Friday, you decide to take a long lunch, returning to your office around 2:30 PM. When you get back to your desk, there is a stack of messages waiting for you from account executives about pressing client issues. You must answer them all before you get to start your weekend.
(Scenario 11-7) A client calls insisting that their billboard campaign is not working because no one is seeing the billboards - that construction is routing traffic away from the routes three of his billboards are on. You drive out to the locations of all three and report back that this is true in only one instance, but that you will require the media buying firm to discontinue that board and refund that portion of your media costs. How did you ascertain these facts?

A) By doing a wikipedia search of billboards in the locations mentioned by the client
B) By "riding the boards" yourself
C) By reading Nielsen ratings for billboards in the geographic area of your client's campaign
D) By phoning relatives where these billboards are and asking about local traffic patterns

Question 69

Scenario 11-7
You are a media planner at a small advertising agency. Since it is Friday, you decide to take a long lunch, returning to your office around 2:30 PM. When you get back to your desk, there is a stack of messages waiting for you from account executives about pressing client issues. You must answer them all before you get to start your weekend.
(Scenario 11-7) An account executive has sent a memo saying that a client is quite pleased the with the results of the network TV buy that you made the previous month. Now client would like to use a support media to target the specific geographic areas that have shown the strongest results. You fire off a note stating that

A) this may be a good opportunity to recommend the use of billboards.
B) billboard advertising, transit advertising, and directory advertising can all accomplish this.
C) this may be a good opportunity to recommend the use of transit advertising.
D) this may be a good opportunity to recommend the use of direct advertising.

Question 70

Scenario 11-7
You are a media planner at a small advertising agency. Since it is Friday, you decide to take a long lunch, returning to your office around 2:30 PM. When you get back to your desk, there is a stack of messages waiting for you from account executives about pressing client issues. You must answer them all before you get to start your weekend.
(Scenario 11-7) A very successful small business in NYC customizes the exteriors of blackberries using designs created by famous fashion designers and other artists. Its customers are high end executives mostly on Wall Street for whom having a one-of-a-kind blackberry designed by an art world icon offers the benefit of very classy one-upsmanship on colleagues. The business marketing owner (also the CEO) wants to do some not-too-expensive advertising that will nevertheless reach this special target audience. You suggest

A) a full-color full-page ad in the in-flight magazines of American, United and Continental airlines to save production cost but still reach business travelers
B) transit ads and signage on train platforms for the commuter lines between wealthy NY and Connecticut suburbs to Wall Street since this is the most common mode of transport to work for this target audience.
C) television ads on business roundtable shows like Wall Street Week
D) a banner to be flown behind a small aircraft over Martha's Vineyard during the three big summer holidays: Memorial Day, 4th of July and Labor Day.