Chapter 8, Question 10:
The English muffin display was more effective as the advertising before the motion sigh was in place. For Eveready, the display was charged with most of the selling burden. The motion sign is used to remind you of previous advertising. To get your attention.
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Most consumers purchase batteries only when they have a specific need for this product. Consumers do not substitute batteries for some other product; they either purchase batteries or none at all.
English muffins, on the other hand, can steal sales from other bakery goods. The consumer may go to the store with the intent of purchasing plain bread, but be persuaded to purchase English muffins instead if his/her eye is attracted to an appealing P-O-P display.
In light of these differences in consumer behaviors for batteries and baked goods, it is not surprising that battery displays have the potential for generating a relatively small amount of new sales in comparison to displays for English muffins
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