The Entertainment Book Is Jammed with Discounts on Dining,travel,and Entertainment

question 114

Multiple Choice

The Entertainment Book is jammed with discounts on dining,travel,and entertainment provided by both local and national businesses.It was created by Entertainment Publications over 30 years ago.People are so excited about good,cheap fun that they're willing to pay between $40 and $50 for the book.Consumers justify the cost because total values offered in any Entertainment Book are worth hundreds of dollars.And as the books grow in popularity,more marketers are requesting that a coupon for their businesses be featured in the book.The book is a huge seller each year,and sales are growing steadily.More than 100,000 merchants,including 40,000 restaurants,are represented in The Entertainment Book,making it the largest national discount dining program.Further,The Entertainment Book is sold through clubs,youth groups,and schools.Entertainment Books creates and distribute ads,posters,fliers,and other sales materials to all its sales organizations.Entertainment Publications has teamed up with BP-Amoco,a major petroleum company in the United States,to provide a premium item called the MultiCard Savings Book.BP-Amoco distributes the book to all its MultiCard members.It contains local and national advertisers that are of interest to BP-Amoco members.In the United States,in a joint venture with American Airlines,Entertainment Publications created a program called AAdvantage Dining,which was offered to the airline's frequent flyer customers as another way to earn miles.
-Refer to The Entertainment Book.American Airlines' distribution of the Entertainment Books is an example of which of the following?

• A) trade promotion
• B) advertising
• C) sales promotion
• D) publicity

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Definitions:

Goal-Directed Behaviors

Actions taken by an individual or organism with the intention of achieving a specific outcome or fulfilling a particular purpose.

Bindra

A theorist known for contributing to the understanding of motivation and emotion through the concept of drive reduction.

Positive Incentives

Rewards or benefits that motivate individuals to perform certain actions or behaviors.

Negative Incentives

Penalties or undesirable outcomes that are used to discourage certain behaviors or decisions.