Which communication method would best support a goal to boost sales of a convenience product in stores using a point-of-sale enticement?

• A. Advertising
• B. Sales promotions
• C. Public relations
• D. Personal selling

Answer: (B)

The key idea is to drive an immediate in-store purchase by offering a compelling incentive right at the point of sale. A sales promotion provides a concrete reason to buy now—such as a discount, coupon, bundle, or buy-one-get-one offer—that shoppers can act on immediately when browsing the shelf. For a convenience product, which is often bought quickly and on impulse, this kind of timely, shelf-side enticement directly boosts conversion at the exact moment of decision.

Advertising aims to raise awareness over time rather than deliver a immediate nudge at the register, public relations focuses on image and credibility rather than spur-of-the-moment purchases, and personal selling relies on one-on-one interaction that’s less scalable for quick, in-store impulse buys. Sales promotions align most closely with the goal of increasing sales quickly through a POS incentive.