Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 7

Assume you are brand manager of Mountain State Bottled Water. This new brand competes in a product category with several well-known brands. Your marketing communications objective is to generate trial purchases among predominantly younger and better-educated consumers. Propose a promotion that would accomplish this objective. Assume that your promotion is purely experimental and that it will be undertaken in a small city of just 250,000 people. Also assume that: (1) you cannot afford product sampling; (2) you will not advertise the promotion; and (3) your budget for this experimental promotion is $5,000. What would you do