SITUATION
The driving force behind Cannon Arp's new business was several bad experiences with his car-two speeding tickets and four minor fender-benders. Consequently, his insurance rates more than doubled, which resulted in Arp's idea to design and sell a bumper sticker that read "To Report Bad Driving, Call My Parents at. . . ." With a $200 investment, Arp printed 15,000 of the stickers, which contain space to write in the appropriate telephone number. He is now planning a promotion to support his strategy of distribution through auto parts stores.
Question 1 What role, if any, should personal selling have in Arp's total promotional plan?
Question 2 Arp is considering advertising in magazines. What do you think about this medium for promoting his product?
Question 3 Of what value might publicity be for selling Arp's stickers? Be specific.