Core Concepts of Marketing

2 0 6 CHAPTER 8 COMMUNICATINGTO MASSMARKETS

OVER

$600

IN TOTAL SAVINGS

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REBATES

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14 124

INSTANT

COUPONS

AD8.2 Exampleofa rebateoffer.

manufacturer,hrins tance,hasmadesubstantialcontributionsof~othcashandproducts

tothelocalheartfundtelethon. Immediatelyfollowing:hetelethon,theyrunaii.;ll-page

adin severalmagazi nesdescribingtheircontributions,anddescribinga;pecialrebateof

5¢ foreverycandywrappermailedin.The5¢can~edonatedtotheheart[ undifthecus-

Lomerwishes.The salesrepsalsohavecopiesofthispromotionto showtheircustomers.

Clearly,this strategyhasallfO~lrcomponentsoftheIMemix.