Question 1

The following statements concerning free standing inserts (FSI)and print media distributed coupons are true,except:

Accepted Answer

A)  consumers must make a conscious effort to clip or save the coupon 
B)  coupons create brand awareness 
C)  coupons enhance brand equity 
D)  using FSI and print media encourages consumers to purchase the brand on their next trip to the store, thus increasing brand name recall 
A)  consumers must make a conscious effort to clip or save the coupon 
B)  coupons create brand awareness 
C)  coupons enhance brand equity 
D)  using FSI and print media encourages consumers to purchase the brand on their next trip to the store, thus increasing brand name recall C

Question 2

When two products from different companies are promoted together,using one consumer promotion,it is called:

Accepted Answer

A)  an intracompany tie-in 
B)  an intercompany tie-in 
C)  an overlay 
D)  a premium 
A)  an intracompany tie-in 
B)  an intercompany tie-in 
C)  an overlay 
D)  a premium B

Question 3

A bounce-back coupon is placed inside a package so it cannot be redeemed immediately.

Accepted Answer

A) True 
 B)False  True

Question 4

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

Accepted Answer

A) True 
 B)False

Question 5

Sony is promoting a special coupon and sale on its stereos.Retail stores that purchase at least 1000 stereos during the next 30 days will receive an extra stereo,free,for each 50 they purchase over a 1000 minimum.This is an example of a:

Accepted Answer

A)  cross-dock or pedal run 
B)  calendar promotion 
C)  corporate sales program 
D)  premium or bonus pack 
A)  cross-dock or pedal run 
B)  calendar promotion 
C)  corporate sales program 
D)  premium or bonus pack

Question 6

Providing a small sample of laundry detergent with the purchase of dryer sheets is called:

Accepted Answer

A)  direct sampling 
B)  response sampling 
C)  cross-ruff sampling 
D)  media sampling 
A)  direct sampling 
B)  response sampling 
C)  cross-ruff sampling 
D)  media sampling

Question 7

The two most general categories of consumer promotions are franchise-building promotions and:

Accepted Answer

A)  price-incentive promotions 
B)  nonfranchise-building promotions 
C)  sales-building promotions 
D)  sales promotions 
A)  price-incentive promotions 
B)  nonfranchise-building promotions 
C)  sales-building promotions 
D)  sales promotions

Question 8

A pharmaceutical company giving free samples of medicine to a physician is:

Accepted Answer

A)  unethical influence 
B)  professional sampling 
C)  selective sampling 
D)  media sampling 
A)  unethical influence 
B)  professional sampling 
C)  selective sampling 
D)  media sampling

Question 9

A toy placed inside a box of cereal is an example of a(n):

Accepted Answer

A)  bonus pack 
B)  in-package premium 
C)  store premium 
D)  self-liquidating premium 
A)  bonus pack 
B)  in-package premium 
C)  store premium 
D)  self-liquidating premium

Question 10

Many rebate programs are more effective because consumers get excited about them and this leads them to wait patiently until one is offered before making a purchase.

Accepted Answer

A) True 
 B)False

Question 11

Financial discounts on cases or pallets of merchandise ordered are called:

Accepted Answer

A)  consumer promotions 
B)  off-invoice allowances 
C)  cooperative advertising 
D)  spiff money 
A)  consumer promotions 
B)  off-invoice allowances 
C)  cooperative advertising 
D)  spiff money

Question 12

A consumer sales-building promotion is designed to:

Accepted Answer

A)  change attitudes 
B)  weaken competition 
C)  create brand awareness leading to new sales 
D)  create immediate sales rather than brand equity or loyalty 
A)  change attitudes 
B)  weaken competition 
C)  create brand awareness leading to new sales 
D)  create immediate sales rather than brand equity or loyalty

Question 13

A bounce-back coupon is:

Accepted Answer

A)  not immediately redeemable 
B)  not normally distributed by a manufacturer 
C)  a form of premium 
D)  used at the time the product is purchased 
A)  not immediately redeemable 
B)  not normally distributed by a manufacturer 
C)  a form of premium 
D)  used at the time the product is purchased

Question 14

In almost all cases,for a retailer to receive co-op advertising dollars from a manufacturer,there cannot be a competing brand in the advertisement.

Accepted Answer

A) True 
 B)False

Question 15

Cooperative advertising takes place when the consumer pays part of the advertising cost.

Accepted Answer

A) True 
 B)False

Question 16

Forward-buying is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

Accepted Answer

A) True 
 B)False

Question 17

A $1.00 coupon is placed inside a box of Quaker Oats.This is an example of a(n):

Accepted Answer

A)  instant-redemption coupon 
B)  bounce-back coupon 
C)  cross-ruffing coupon 
D)  response offer coupon 
A)  instant-redemption coupon 
B)  bounce-back coupon 
C)  cross-ruffing coupon 
D)  response offer coupon

Question 18

A contest requires the use of a skill while a sweepstakes relies on random chance.

Accepted Answer

A) True 
 B)False

Question 19

Manufacturers use each of the following arguments against paying slotting fees,except:

Accepted Answer

A)  they are a form of extortion 
B)  the fees favor new companies 
C)  manufacturers are forced to pay millions of dollars that could be used for advertising, sales promotions, and other marketing efforts 
D)  the fees favor large manufacturers over small manufacturers 
A)  they are a form of extortion 
B)  the fees favor new companies 
C)  manufacturers are forced to pay millions of dollars that could be used for advertising, sales promotions, and other marketing efforts 
D)  the fees favor large manufacturers over small manufacturers

Question 20

In a contest or sweepstake,an intrinsic value is the challenge or fun in playing the game or in participating.

Accepted Answer

A) True 
 B)False

The following statements concerning free standing inserts (FSI)and print media distributed coupons are true,except:

When two products from different companies are promoted together,using one consumer promotion,it is called:

A bounce-back coupon is placed inside a package so it cannot be redeemed immediately.

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

Sony is promoting a special coupon and sale on its stereos.Retail stores that purchase at least 1000 stereos during the next 30 days will receive an extra stereo,free,for each 50 they purchase over a 1000 minimum.This is an example of a:

Providing a small sample of laundry detergent with the purchase of dryer sheets is called:

The two most general categories of consumer promotions are franchise-building promotions and:

A pharmaceutical company giving free samples of medicine to a physician is:

A toy placed inside a box of cereal is an example of a(n):

Many rebate programs are more effective because consumers get excited about them and this leads them to wait patiently until one is offered before making a purchase.

Financial discounts on cases or pallets of merchandise ordered are called:

A consumer sales-building promotion is designed to:

A bounce-back coupon is:

In almost all cases,for a retailer to receive co-op advertising dollars from a manufacturer,there cannot be a competing brand in the advertisement.

Cooperative advertising takes place when the consumer pays part of the advertising cost.

Forward-buying is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

A $1.00 coupon is placed inside a box of Quaker Oats.This is an example of a(n):

A contest requires the use of a skill while a sweepstakes relies on random chance.

Manufacturers use each of the following arguments against paying slotting fees,except:

In a contest or sweepstake,an intrinsic value is the challenge or fun in playing the game or in participating.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 12: Sales Promotions

The following statements concerning free standing inserts (FSI)and print media distributed coupons are true,except:

When two products from different companies are promoted together,using one consumer promotion,it is called:

A bounce-back coupon is placed inside a package so it cannot be redeemed immediately.

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

Sony is promoting a special coupon and sale on its stereos.Retail stores that purchase at least 1000 stereos during the next 30 days will receive an extra stereo,free,for each 50 they purchase over a 1000 minimum.This is an example of a:

Providing a small sample of laundry detergent with the purchase of dryer sheets is called:

The two most general categories of consumer promotions are franchise-building promotions and:

A pharmaceutical company giving free samples of medicine to a physician is:

A toy placed inside a box of cereal is an example of a(n):

Many rebate programs are more effective because consumers get excited about them and this leads them to wait patiently until one is offered before making a purchase.

Financial discounts on cases or pallets of merchandise ordered are called:

A consumer sales-building promotion is designed to:

A bounce-back coupon is:

In almost all cases,for a retailer to receive co-op advertising dollars from a manufacturer,there cannot be a competing brand in the advertisement.

Cooperative advertising takes place when the consumer pays part of the advertising cost.

Forward-buying is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

A $1.00 coupon is placed inside a box of Quaker Oats.This is an example of a(n):

A contest requires the use of a skill while a sweepstakes relies on random chance.

Manufacturers use each of the following arguments against paying slotting fees,except:

In a contest or sweepstake,an intrinsic value is the challenge or fun in playing the game or in participating.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters