Exam 12: Sales Promotions

Some marketing experts believe overuse of premiums can damage a brand's image, while the use of coupons can actually enhance a brand's image.

If manufacturers try to quit or cut back on trade promotions, retailers often replace the manufacturer's brand with other brands or trim shelf space to allow more room for brands that are offering better deals.

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

A consumer who makes the purchase decision based on price is:

One method of maintaining brand loyalty and reducing brand switching at a minimal cost is:

Which of these can be used by retailers to always have one brand on sale while others are off-deal?

Vanish has a $1.00-off coupon attached to the container that can be easily removed, which is an example of a(n):

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

Which type of contest or sweepstakes has grown in usage during the past decade?

For ongoing products in highly competitive markets, a bonus pack is an effective method of maintaining brand loyalty and reducing brand switching at a minimal cost.

A temporary price reduction that is marked on the product's package is a:

What are the four major types of premiums?

A calendar promotion may result in a retailer using:

A coupon is a price reduction offer to a consumer.

For brand-loyal consumers, consumer promotions can be crafted to both boost sales and reinforce the firm's image.

Several differences exist when international companies attend trade shows. These differences include each of the following, except:

Bounce-back coupons are used to encourage:

Co-op advertising programs often stipulate each of the following items, except:

Rewards given to channel members such as brokers, retail salespeople, and others as prizes for winning a contest are known as:

Name the various forms of sampling.