Question 1

Instant redemption coupons are a form of direct sampling.

Accepted Answer

A) True 
 B)False  False

Question 2

What are the four categories of consumers?

Accepted Answer

promotion-prone consumers, brand-loyal consumers, price-sensitive consumers, and brand-preferred consumers

Question 3

How can a company build a successful premium program?

Accepted Answer

• Match the premium to the target market
• Reinforce the firm's image with the premium
• Tie the premium to the firm's products
• Make the premium in sufficient quality
• Integrate with the overall IMC approach

Question 4

A consumer who purchases additional products because of a price-off tends to either consume more or delay a future purchase of the product.

Accepted Answer

A) True 
 B)False

Question 5

When two products from the same company are promoted together, using one consumer promotion, it is a(n):

Accepted Answer

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

Question 6

A price-off program:

Accepted Answer

A)  is effective for individuals that have a high degree of brand loyalty to a competing brand 
B)  has little impact on sales 
C)  usually boosts sales, but it can hurt profits 
D)  decreases price sensitivity over time 
A)  is effective for individuals that have a high degree of brand loyalty to a competing brand 
B)  has little impact on sales 
C)  usually boosts sales, but it can hurt profits 
D)  decreases price sensitivity over time

Question 7

In terms of trade allowances, extra shipping costs occur when a retailer engages in:

Accepted Answer

A)  slotting fees 
B)  exit fees 
C)  forward buying 
D)  diversion 
A)  slotting fees 
B)  exit fees 
C)  forward buying 
D)  diversion

Question 8

The most controversial form of trade allowance is the off-invoice allowance.

Accepted Answer

A) True 
 B)False

Question 9

Promotional campaigns the retailer plans for customers through manufacturer trade incentives are:

Accepted Answer

A)  slotting fee programs 
B)  merchandising management programs 
C)  spiff money allocations 
D)  calendar promotions 
A)  slotting fee programs 
B)  merchandising management programs 
C)  spiff money allocations 
D)  calendar promotions

Question 10

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

Accepted Answer

A) True 
 B)False

Question 11

Offering Coke on sale one week, Pepsi the next week, and 7UP the following week can be planned out using a calendar promotion program.

Accepted Answer

A) True 
 B)False

Question 12

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 13

A trade incentive involves the retailer performing a function in order to receive an allowance.

Accepted Answer

A) True 
 B)False

Question 14

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 15

One reason retailers use slotting fees is that retailers must spend money to add new products to inventories and to stock new merchandise.

Accepted Answer

A) True 
 B)False

Question 16

A retailer agrees to display a particular brand of shoes in the front of the store and on a special end-of-aisle display in exchange for a price discount by the manufacturer. This is an example of a:

Accepted Answer

A)  trade allowance 
B)  corporate sales program 
C)  cooperative merchandising agreement 
D)  vendor support program 
A)  trade allowance 
B)  corporate sales program 
C)  cooperative merchandising agreement 
D)  vendor support program

Question 17

What is the primary difference between a contest and a sweepstakes?

Accepted Answer

A contest requires a skill or

Question 18

An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.

Accepted Answer

A) True 
 B)False

Question 19

Putting a sample of a dryer sheet in a box of laundry detergent is a form of response sampling.

Accepted Answer

A) True 
 B)False

Question 20

Consumers must pay a small amount of money for a(n):

Accepted Answer

A)  in- or on-package premium 
B)  cross-ruffing premium 
C)  store premium 
D)  self-liquidating premium 
A)  in- or on-package premium 
B)  cross-ruffing premium 
C)  store premium 
D)  self-liquidating premium

Instant redemption coupons are a form of direct sampling.

What are the four categories of consumers?

How can a company build a successful premium program?

A consumer who purchases additional products because of a price-off tends to either consume more or delay a future purchase of the product.

When two products from the same company are promoted together, using one consumer promotion, it is a(n):

A price-off program:

In terms of trade allowances, extra shipping costs occur when a retailer engages in:

The most controversial form of trade allowance is the off-invoice allowance.

Promotional campaigns the retailer plans for customers through manufacturer trade incentives are:

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

Offering Coke on sale one week, Pepsi the next week, and 7UP the following week can be planned out using a calendar promotion program.

A bounce-back coupon is:

A trade incentive involves the retailer performing a function in order to receive an allowance.

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

One reason retailers use slotting fees is that retailers must spend money to add new products to inventories and to stock new merchandise.

A retailer agrees to display a particular brand of shoes in the front of the store and on a special end-of-aisle display in exchange for a price discount by the manufacturer. This is an example of a:

What is the primary difference between a contest and a sweepstakes?

An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.

Putting a sample of a dryer sheet in a box of laundry detergent is a form of response sampling.

Consumers must pay a small amount of money for a(n):

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 12: Sales Promotions

Instant redemption coupons are a form of direct sampling.

What are the four categories of consumers?

How can a company build a successful premium program?

A consumer who purchases additional products because of a price-off tends to either consume more or delay a future purchase of the product.

When two products from the same company are promoted together, using one consumer promotion, it is a(n):

A price-off program:

In terms of trade allowances, extra shipping costs occur when a retailer engages in:

The most controversial form of trade allowance is the off-invoice allowance.

Promotional campaigns the retailer plans for customers through manufacturer trade incentives are:

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

Offering Coke on sale one week, Pepsi the next week, and 7UP the following week can be planned out using a calendar promotion program.

A bounce-back coupon is:

A trade incentive involves the retailer performing a function in order to receive an allowance.

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

One reason retailers use slotting fees is that retailers must spend money to add new products to inventories and to stock new merchandise.

A retailer agrees to display a particular brand of shoes in the front of the store and on a special end-of-aisle display in exchange for a price discount by the manufacturer. This is an example of a:

What is the primary difference between a contest and a sweepstakes?

An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.

Putting a sample of a dryer sheet in a box of laundry detergent is a form of response sampling.

Consumers must pay a small amount of money for a(n):

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters