Final answer:
The sales promotion in question is a point-of-purchase display, which is designed to manipulate shopper emotions and enhance product attractiveness, encouraging impulse buying through visual cues and strategic placement.
Step-by-step explanation:
The type of sales promotion being described is known as a point-of-purchase display. This promotional strategy is implemented to entice customers to buy the products by enhancing the product's visibility and attractiveness. The cardboard cut-out of a tanned beauty pageant contestant in a bikini holding a can of suntan lotion is designed to catch the shopper's eye and inspire them to imagine themselves as similarly attractive and tanned if they use the suntan lotion. This marketing tactic is similar to the lifestyle advertising used by brands like Corona Beer, which associates their product with an appealing lifestyle or identity, rather than emphasizing the actual taste of the beer.
Storefront displays, such as the one described, have historically been part of a science carefully honed to manipulate shopper emotions and perceptions. Unlike tying sales, where customers are required to buy one product in order to purchase another, point-of-purchase displays simply encourage additional purchases through visual cues and strategic product placement, without making the transaction of one product contingent on the other.