Which of the following sales promotion techniques are generally NOT aimed at middlemen, or intermediaries?
A. Trade shows
B. Push money
C. Aisle displays
D. Catalogs
E. All of the above are traditionally aimed at middlemen or intermediaries.
Answer: (C) Aisle displays are generally aimed at the final consumer or user of the good, and are frequently seen in retail stores, especially grocery stores. Trade shows (A) are aimed toward the intermediaries and try to solicit orders for particular types of products. Push money (B) is given to intermediaries in order to encourage them to pay particular attention to a manufacturer's product or product line. This is an incorrect response. Catalogs (D) are sent to intermediaries to give additional product information, such as discounts, price, technical data, etc.; this is an incorrect answer. Final consumers may also utilize catalogs. (E) is incorrect, because all of the above are not traditional methods of promoting to intermediaries or middlemen.