I chose this display as ineffective because to me it doesn't seem to have a real purpose. M&M's has more than enough brand awareness and equity, to the point that this (to me) seems like a waste of funds. I can't imagine any consumer being shocked to discover the different holiday packaging possibilities of M&M's (I remember getting the candy canes in MY stocking!). If I'm running the M&M branch of the Mars company (or whatever candy company they are in); I'm sending them the different products in simple cases and letting the retailer use general shelf space for them.
Blue Moon Beer Display verdict: Effective
I chose this display as being effective for many of the same reasons the M&M display was ineffective. Blue Moon is not on the same level as many of the "big boys" in the beer market such as Budweiser, Coors, Miller, etc. Having a well-done display like this in a store with traffic as heavy as Wal-Mart is assured to get the brand name out there, and is likely to add immediate value to the brand. To me it seems like there would be a great ROI on this display.
Sales Promotional Items
I hate, hate, HATE rebates. There is nothing worse than a company expecting me to want to save $2 by: 1. Buying a stamp, 2. Filling out the inevitable rebate form, 3. Addressing an envelope and enclosing the rebate form (and probably the receipt), and finally 4. waiting several weeks for my awesome $2 check to arrive. I cannot think of a worse pull strategy for a company to utilize.
This is all but guaranteed to get people into the door, and increased traffic is never a bad thing. Also, I doubt many people would drive through Taco Bell and stick with one free taco...so it's generating revenue while getting a new(er) product exposure, thus potentially creating a need where one did not previously exist.
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