Question 1

The majority of all coupons are offered:

Accepted Answer

A)  in, on, or near store shelves 
B)  in, on, or near packages 
C)  through print media 
D)  via broadcast media 
A)  in, on, or near store shelves 
B)  in, on, or near packages 
C)  through print media 
D)  via broadcast media

Question 2

A retailer stands to gain a direct payment from:

Accepted Answer

A)  an off-invoice allowance 
B)  a drop-ship allowance 
C)  slotting fees 
D)  forward buying 
A)  an off-invoice allowance 
B)  a drop-ship allowance 
C)  slotting fees 
D)  forward buying

Question 3

One of the primary goals of a consumer promotion is to:

Accepted Answer

A)  build brand equity 
B)  entice the customer to take the final step and make a purchase 
C)  enhance brand parity 
D)  entice the customer to try the product 
A)  build brand equity 
B)  entice the customer to take the final step and make a purchase 
C)  enhance brand parity 
D)  entice the customer to try the product

Question 4

Britney likes to use coupons and tends to purchase whichever brand of food has the best coupon offer.Britney would be classified as which type of consumer?

Accepted Answer

A)  promotion prone 
B)  brand loyal 
C)  price sensitive 
D)  shopper prone 
A)  promotion prone 
B)  brand loyal 
C)  price sensitive 
D)  shopper prone

Question 5

Trade promotions are distinguished from other marketing and IMC tools in that they:

Accepted Answer

A)  involve extensive advertising 
B)  retail customers are the primary target of the effort 
C)  are used to entice other members of the marketing channel to make purchases 
D)  are limited to activities by manufacturers 
A)  involve extensive advertising 
B)  retail customers are the primary target of the effort 
C)  are used to entice other members of the marketing channel to make purchases 
D)  are limited to activities by manufacturers

Question 6

Funds paid to retailers to stock new products are known as:

Accepted Answer

A)  prepaid off-invoice allowances 
B)  drop-ship allowances 
C)  quantity discounts 
D)  slotting fees 
A)  prepaid off-invoice allowances 
B)  drop-ship allowances 
C)  quantity discounts 
D)  slotting fees

Question 7

CMA stands for:

Accepted Answer

A)  cumulative money account 
B)  cooperative merchandising agreement 
C)  cooperative manufacturing agreement 
D)  coercive marketing agenda 
A)  cumulative money account 
B)  cooperative merchandising agreement 
C)  cooperative manufacturing agreement 
D)  coercive marketing agenda

Question 8

Consumer promotions are for end-users and customers while trade promotions are for channel members.

Accepted Answer

A) True 
 B)False

Question 9

The following are forms of trade incentives,except:

Accepted Answer

A)  cooperative merchandise agreement 
B)  trade contest 
C)  premium or bonus pack 
D)  cooperative advertising program 
A)  cooperative merchandise agreement 
B)  trade contest 
C)  premium or bonus pack 
D)  cooperative advertising program

Question 10

An instant-redemption coupon is:

Accepted Answer

A)  delivered electronically over the Internet 
B)  delivered electronically at the cash register 
C)  placed inside the package to be used later 
D)  placed on a package to be used during the purchase 
A)  delivered electronically over the Internet 
B)  delivered electronically at the cash register 
C)  placed inside the package to be used later 
D)  placed on a package to be used during the purchase

Question 11

Retailers benefit from co-op advertising in all of the following ways,except:

Accepted Answer

A)  they can expand their advertising program at a low cost 
B)  benefit from the image of promoting a national brand 
C)  attract new and additional customers to their store because of national brands 
D)  receive money in advance to cover the costs of advertising 
A)  they can expand their advertising program at a low cost 
B)  benefit from the image of promoting a national brand 
C)  attract new and additional customers to their store because of national brands 
D)  receive money in advance to cover the costs of advertising

Question 12

For products that have used rebates consistently,such as automobiles,many consumers will no longer purchase the product unless a rebate is offered.

Accepted Answer

A) True 
 B)False

Question 13

Cooperative merchandising agreements can be formed between two manufacturers seeking to jointly advertise products.

Accepted Answer

A) True 
 B)False

Question 14

Intracompany tie-ins are the promotion of two different products from different companies using one consumer promotion.

Accepted Answer

A) True 
 B)False

Question 15

The key to a successful sampling program is:

Accepted Answer

A)  targeting the right audience 
B)  reducing the costs of distribution 
C)  gaining visibility prior to the sampling program 
D)  the cooperation of retailers and other channel members 
A)  targeting the right audience 
B)  reducing the costs of distribution 
C)  gaining visibility prior to the sampling program 
D)  the cooperation of retailers and other channel members

Question 16

The following are types of premiums,except:

Accepted Answer

A)  free-in-the mail 
B)  in- or on-package 
C)  instant-redemption 
D)  self-liquidating 
A)  free-in-the mail 
B)  in- or on-package 
C)  instant-redemption 
D)  self-liquidating

Question 17

It is not possible to offer sampling programs over the Internet.

Accepted Answer

A) True 
 B)False

Question 18

A consumer who only purchases his or her favorite brand is called:

Accepted Answer

A)  promotion-prone 
B)  brand-loyal 
C)  brand responsive 
D)  price-sensitive 
A)  promotion-prone 
B)  brand-loyal 
C)  brand responsive 
D)  price-sensitive

Question 19

With a premium,customers:

Accepted Answer

A)  receive a discount on the purchase price 
B)  receive a gift or prize for making a purchase 
C)  have an opportunity to win prizes or cash 
D)  purchase multiple items for a reduced price 
A)  receive a discount on the purchase price 
B)  receive a gift or prize for making a purchase 
C)  have an opportunity to win prizes or cash 
D)  purchase multiple items for a reduced price

Question 20

A self-liquidating premium is one in which the consumer pays some money for the gift or item.

Accepted Answer

A) True 
 B)False

The majority of all coupons are offered:

A retailer stands to gain a direct payment from:

One of the primary goals of a consumer promotion is to:

Britney likes to use coupons and tends to purchase whichever brand of food has the best coupon offer.Britney would be classified as which type of consumer?

Trade promotions are distinguished from other marketing and IMC tools in that they:

Funds paid to retailers to stock new products are known as:

CMA stands for:

Consumer promotions are for end-users and customers while trade promotions are for channel members.

The following are forms of trade incentives,except:

An instant-redemption coupon is:

Retailers benefit from co-op advertising in all of the following ways,except:

For products that have used rebates consistently,such as automobiles,many consumers will no longer purchase the product unless a rebate is offered.

Cooperative merchandising agreements can be formed between two manufacturers seeking to jointly advertise products.

Intracompany tie-ins are the promotion of two different products from different companies using one consumer promotion.

The key to a successful sampling program is:

The following are types of premiums,except:

It is not possible to offer sampling programs over the Internet.

A consumer who only purchases his or her favorite brand is called:

With a premium,customers:

A self-liquidating premium is one in which the consumer pays some money for the gift or item.

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 majority of all coupons are offered:

A retailer stands to gain a direct payment from:

One of the primary goals of a consumer promotion is to:

Britney likes to use coupons and tends to purchase whichever brand of food has the best coupon offer.Britney would be classified as which type of consumer?

Trade promotions are distinguished from other marketing and IMC tools in that they:

Funds paid to retailers to stock new products are known as:

CMA stands for:

Consumer promotions are for end-users and customers while trade promotions are for channel members.

The following are forms of trade incentives,except:

An instant-redemption coupon is:

Retailers benefit from co-op advertising in all of the following ways,except:

For products that have used rebates consistently,such as automobiles,many consumers will no longer purchase the product unless a rebate is offered.

Cooperative merchandising agreements can be formed between two manufacturers seeking to jointly advertise products.

Intracompany tie-ins are the promotion of two different products from different companies using one consumer promotion.

The key to a successful sampling program is:

The following are types of premiums,except:

It is not possible to offer sampling programs over the Internet.

A consumer who only purchases his or her favorite brand is called:

With a premium,customers:

A self-liquidating premium is one in which the consumer pays some money for the gift or item.

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