A paint company advertises its well-known paints on TV, and its sales staff meet customers. It plans a free brush with every large tin so that the scheme backs up its advertising and selling and makes them work better as a whole. Which merit of sales promotion does this show?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Synergy in total promotional efforts
Option (1) Attention value — Incorrect. Attention value means sales promotion catches people’s attention because of the incentives it offers. The free brush here is planned to back up the other tools.
Option (2) Synergy in total promotional efforts — Correct. Sales promotion is designed to supplement advertising and personal selling. It adds to the total effect of all the promotion of the firm. The free brush supports the TV advertisements and the sales staff, so the whole effort works better.
Option (3) Useful in new product launch — Incorrect. This merit applies when a new product is introduced and people are pushed to try it. The paints here are already well known.
Option (4) Converts latent demand into effective demand — Incorrect. Converting latent demand into effective demand is a role of personal selling for society. It is not a merit of sales promotion.
NCERT (2026-27 Edition): “Merits of Sales Promotion (i) Attention Value: Sales promotion activities attract attention of the people because of the use of incentives. |