Exam 15: Sales Promotion Point-Of-Purchase Advertising and Support Media

Which of the following is a difference between advertising specialties and business gifts?

Sales promotion can provide an affiliation value for a brand; meaning that the consumer wants to, or is able to, identify with the brand.

A retailer is trying to target the "precision shopper," who expects extra value in every single purchase.Which of the following promotional techniques would best increase the value of a brand in a customer's mind?

Scenario 15-4 General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats.However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market.As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well.Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category.As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal. -(Scenario 15-4) On the back of its Cheerios boxes, General Mills has printed a form to fill out for a cookbook offer. The booklet is available to consumers for a nominal charge of $3.00, plus a $1.00 shipping and handling charge.This is an example of a(n):

For an item to be defined as an advertising specialty, it must:

The CEO of a software manufacturing firm that supplies to large insurance firms wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers.He meets with his marketing director, and they review the five main areas of promotion techniques aimed at business buyers.They are:

Scenario 15-3 Stacey is making her weekly trip to the grocery store.She takes with her a National brand coffee coupon worth 50 cents.While shopping she was asked if she would like to try a slice of pizza from a sales person.After tasting it, the sales personal directs her to where the brand is available.When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge.She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, with a box full of pain relievers built into it.At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character. -(Scenario 15-3) Which of the following promotional concepts was demonstrated by the company that hired a woman to hand out slices of pizza?

Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade, and business buyers.

List and describe the four main techniques commonly used in trade-market sales promotions.Choose one type and demonstrate how it would operate within a certain type of industry, profession, or business.

One objective for promotions in the trade channel is to increase store traffic, which benefits both manufacturers and retailers.

Sales promotion techniques act as an incentive to purchase the brand featuring a promotion, even if another brand:

Scenario 15-6 Ted's grocery store is extremely popular in a small neighborhood.Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner.Pretzels being a relatively new company had to pay Ted's grocery to sell its products.Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details.It also stated that employees who sell two blenders would receive a bonus.Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor. -(Scenario 15-6) Quad sent the owner of Ted's grocery an expensive hand crafted sculpture.This is an example of a(n) _____.

Of all types of support media, directory advertising offers a unique advantage by:

In recent years, the time spent on sales promotion has shifted.Today, about time is spent designing, implementing, and overseeing sales promotions.

Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities.This is especially true of:

P-O-P promotion can aid manufacturers not only by attracting consumers, but also by securing relationships within trade and business markets.For instance, it can encourage buyers to support their brand over another with more exposure and shelf space.

Which of the following is true of sampling?

Sales promotion can attract attention and motivate trial purchase so it is often used to introduce new brands to the public.

Mark works for a well-known company that manufactures mattresses.To move the company's product during the President's Day sales events held nationwide, he offered $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February.He also offers a case of sports drinks for each mattress sold.These are examples of trade-market sales promotion techniques in the form of:

Sales promotion is generally used as a long-term tactic and widespread strategy to promote an image for the brand and create emotional connections with the consumer.