Question 1

How can a company build a successful premium program?

Accepted Answer

∙Match the premium to the target market

Question 2

Co-op advertising programs allow retailers to use the manufacturers dollars to expand advertising programs.

Accepted Answer

A) True 
 B)False

Question 3

When provided with an offer of a 10% discount to purchase 10,000 electronic calculators within the next 30 days,Target buys 30,000 instead to take advantage of the price discount.Target will offer the calculator to consumers at a discount during the special sale,but then have additional calculators to sell when the sale is over.This is an example of:

Accepted Answer

A)  an off-invoice allowance 
B)  cross-dock or pedal run allowance 
C)  forward buying 
D)  diversion 
A)  an off-invoice allowance 
B)  cross-dock or pedal run allowance 
C)  forward buying 
D)  diversion

Question 4

The majority of coupons are issued by retailers.

Accepted Answer

A) True 
 B)False

Question 5

Retailers tend to use forward buying less than diversion due to the carrying costs associated with forward buying.

Accepted Answer

A) True 
 B)False

Question 6

Redeeming a coupon for the wrong size of an item is a problem called misredemption.

Accepted Answer

A) True 
 B)False

Question 7

FSI,or Free Standing Inserts,are the most common method used to deliver coupons to consumers.

Accepted Answer

A) True 
 B)False

Question 8

More money is spent on off-invoice allowances than any other form of trade promotion.

Accepted Answer

A) True 
 B)False

Question 9

The primary difference between trade incentives and trade allowances is that for the trade incentive:

Accepted Answer

A)  the retailer must perform some type of function in order to receive the allowance 
B)  the manufacturer must perform some type of function to encourage the retailer to accept the merchandise 
C)  the retailer receives a price break if they order a specific quantity 
D)  involves a price reduction being passed on to consumers by retailers 
A)  the retailer must perform some type of function in order to receive the allowance 
B)  the manufacturer must perform some type of function to encourage the retailer to accept the merchandise 
C)  the retailer receives a price break if they order a specific quantity 
D)  involves a price reduction being passed on to consumers by retailers

Question 10

An instant redemption coupon is sent out through print media.

Accepted Answer

A) True 
 B)False

Question 11

Manufacturers spend more on trade promotions than on either consumer promotions or advertising.

Accepted Answer

A) True 
 B)False

Question 12

In the United States,few deals are finalized during trade shows.Instead,exhibitors collect business cards and follow up later after the show is over.

Accepted Answer

A) True 
 B)False

Question 13

A company that uses forward-buying is normally trying to reduce inventories at less successful stores.

Accepted Answer

A) True 
 B)False

Question 14

Coupons issued following requests by a consumers are called scanner-delivered coupons.

Accepted Answer

A) True 
 B)False

Question 15

From a manufacturer's perspective,a trade show offers the potential to meet customers and sell products.

Accepted Answer

A) True 
 B)False

Question 16

When a manufacturer offers to pay part of the costs of a retail advertising campaign,it is known as:

Accepted Answer

A)  incentive marketing 
B)  target market advertising 
C)  cooperative advertising 
D)  specialty advertising 
A)  incentive marketing 
B)  target market advertising 
C)  cooperative advertising 
D)  specialty advertising

Question 17

Free Standing Inserts (FSI)are found primarily in:

Accepted Answer

A)  magazines 
B)  newspapers 
C)  shopping malls 
D)  catalogs 
A)  magazines 
B)  newspapers 
C)  shopping malls 
D)  catalogs

Question 18

In a contest or sweepstakes,the extrinsic value is the value of the prize itself to the consumer.

Accepted Answer

A) True 
 B)False

Question 19

Consumer promotions designed to create immediate sales rather than brand equity or loyalty are called:

Accepted Answer

A)  franchise-building promotions 
B)  trade promotions 
C)  sales-building promotions 
D)  public relations promotions 
A)  franchise-building promotions 
B)  trade promotions 
C)  sales-building promotions 
D)  public relations promotions

Question 20

Making a copy of a coupon and then redeeming it for cash is an example of:

Accepted Answer

A)  mass cutting 
B)  counterfeiting 
C)  misredemption 
D)  standard industry practice 
A)  mass cutting 
B)  counterfeiting 
C)  misredemption 
D)  standard industry practice

How can a company build a successful premium program?

Co-op advertising programs allow retailers to use the manufacturers dollars to expand advertising programs.

The majority of coupons are issued by retailers.

Retailers tend to use forward buying less than diversion due to the carrying costs associated with forward buying.

Redeeming a coupon for the wrong size of an item is a problem called misredemption.

FSI,or Free Standing Inserts,are the most common method used to deliver coupons to consumers.

More money is spent on off-invoice allowances than any other form of trade promotion.

The primary difference between trade incentives and trade allowances is that for the trade incentive:

An instant redemption coupon is sent out through print media.

Manufacturers spend more on trade promotions than on either consumer promotions or advertising.

In the United States,few deals are finalized during trade shows.Instead,exhibitors collect business cards and follow up later after the show is over.

A company that uses forward-buying is normally trying to reduce inventories at less successful stores.

Coupons issued following requests by a consumers are called scanner-delivered coupons.

From a manufacturer's perspective,a trade show offers the potential to meet customers and sell products.

When a manufacturer offers to pay part of the costs of a retail advertising campaign,it is known as:

Free Standing Inserts (FSI)are found primarily in:

In a contest or sweepstakes,the extrinsic value is the value of the prize itself to the consumer.

Consumer promotions designed to create immediate sales rather than brand equity or loyalty are called:

Making a copy of a coupon and then redeeming it for cash is an example of:

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

How can a company build a successful premium program?

Co-op advertising programs allow retailers to use the manufacturers dollars to expand advertising programs.

The majority of coupons are issued by retailers.

Retailers tend to use forward buying less than diversion due to the carrying costs associated with forward buying.

Redeeming a coupon for the wrong size of an item is a problem called misredemption.

FSI,or Free Standing Inserts,are the most common method used to deliver coupons to consumers.

More money is spent on off-invoice allowances than any other form of trade promotion.

The primary difference between trade incentives and trade allowances is that for the trade incentive:

An instant redemption coupon is sent out through print media.

Manufacturers spend more on trade promotions than on either consumer promotions or advertising.

In the United States,few deals are finalized during trade shows.Instead,exhibitors collect business cards and follow up later after the show is over.

A company that uses forward-buying is normally trying to reduce inventories at less successful stores.

Coupons issued following requests by a consumers are called scanner-delivered coupons.

From a manufacturer's perspective,a trade show offers the potential to meet customers and sell products.

When a manufacturer offers to pay part of the costs of a retail advertising campaign,it is known as:

Free Standing Inserts (FSI)are found primarily in:

In a contest or sweepstakes,the extrinsic value is the value of the prize itself to the consumer.

Consumer promotions designed to create immediate sales rather than brand equity or loyalty are called:

Making a copy of a coupon and then redeeming it for cash is an example of:

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