Question 1

Which of the following is not considered P.O.P. advertising?

Accepted Answer

A)  Window and Door signage. 
B)  Dump bin. 
C)  A billboard positioned in a supermarket parking lot. 
D)  Shopping Cart ads. 
A)  Window and Door signage. 
B)  Dump bin. 
C)  A billboard positioned in a supermarket parking lot. 
D)  Shopping Cart ads.

Question 2

An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser:

Accepted Answer

A)  is trying to create or build brand awareness 
B)  is trying to create of build brand preference 
C)  needs a limited number of exposures to members of the target market 
D)  has a message that is having trouble breaking through the clutter in other media 
A)  is trying to create or build brand awareness 
B)  is trying to create of build brand preference 
C)  needs a limited number of exposures to members of the target market 
D)  has a message that is having trouble breaking through the clutter in other media

Question 3

One of the purposes of sales promotion is to provide an affiliation value for a brand

Accepted Answer

A) True 
 B)False

Question 4

The fight for space on grocers' shelves has become so competitive that manufacturers occasionally just pay cash to food store chains to get the chains to stock the item.

Accepted Answer

A) True 
 B)False

Question 5

You are opening a fine-dining establishment in your hometown. As part of this effort, you are considering offering a consumer frequent-diner program. Briefly describe how a frequency program works. What are the advantages associated with such a program?

Accepted Answer

A frequency program allows patrons to ea

Question 6

Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas.

Accepted Answer

A) True 
 B)False

Question 7

Vertical cooperative advertising involves the sharing of advertising costs between a manufacturer and a retailer.

Accepted Answer

A) True 
 B)False

Question 8

The primary role for consumer sales promotion is to

Accepted Answer

A)  enhance the image of a brand. 
B)  elicit an immediate purchase from a customer. 
C)  encourage long-term purchasing of a brand. 
D)  have a preference-building effect for a brand. 
A)  enhance the image of a brand. 
B)  elicit an immediate purchase from a customer. 
C)  encourage long-term purchasing of a brand. 
D)  have a preference-building effect for a brand.

Question 9

Scenario 11-3
It's time to take your weekly trip to the grocery store. You bring a coupon good for 50¢ off a national brand of coffee. As you walk the aisles, a woman asks if you'd like to try a slice of pizza. After you taste it, she points out where the brand is kept in the freezer display. When you get to your favorite brand of toothpaste, you're delighted to find that a toothbrush, made by the people who make your toothpaste, is attached to the box for no extra charge. You turn the corner and run into a cardboard cutout of one of the stars from a leading medical drama on TV. This display has a medical kit full of a new brand of pain reliever built into it. Your last stop is the cereal aisle, and on the back of your favorite brand is a chance to buy a T-shirt with a picture of the cartoon spokes-animal for the cereal for only $7.95.
-(Scenario 11-3) Which of the several possible objectives of promotion did all these activities have in common?

Accepted Answer

A)  elicit an immediate purchase of a product. 
B)  build an image for a product. 
C)  create awareness of a product attribute. 
D)  create preference for a product. 
A)  elicit an immediate purchase of a product. 
B)  build an image for a product. 
C)  create awareness of a product attribute. 
D)  create preference for a product.

Question 10

An advantage of billboards as a medium is

Accepted Answer

A)  wide exposure of a message in a specific local market. 
B)  the large size and lighting attracts attention. 
C)  reaching passersby with a message related to an immediate need. 
D)  All of these statements are advantages of billboards. 
A)  wide exposure of a message in a specific local market. 
B)  the large size and lighting attracts attention. 
C)  reaching passersby with a message related to an immediate need. 
D)  All of these statements are advantages of billboards.

Which of the following is not considered P.O.P. advertising?

An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser:

One of the purposes of sales promotion is to provide an affiliation value for a brand

The fight for space on grocers' shelves has become so competitive that manufacturers occasionally just pay cash to food store chains to get the chains to stock the item.

You are opening a fine-dining establishment in your hometown. As part of this effort, you are considering offering a consumer frequent-diner program. Briefly describe how a frequency program works. What are the advantages associated with such a program?

Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas.

Vertical cooperative advertising involves the sharing of advertising costs between a manufacturer and a retailer.

The primary role for consumer sales promotion is to

An advantage of billboards as a medium is

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Direct Marketing and Personal Selling

Sponsorship, Product Placements, and Branded Entertainment

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Measuring the Effectiveness of Brand Promotions

Filters

Exam 11: Sales Promotion and Point of Purchase

Which of the following is not considered P.O.P. advertising?

An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser:

One of the purposes of sales promotion is to provide an affiliation value for a brand

The fight for space on grocers' shelves has become so competitive that manufacturers occasionally just pay cash to food store chains to get the chains to stock the item.

You are opening a fine-dining establishment in your hometown. As part of this effort, you are considering offering a consumer frequent-diner program. Briefly describe how a frequency program works. What are the advantages associated with such a program?

Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas.

Vertical cooperative advertising involves the sharing of advertising costs between a manufacturer and a retailer.

The primary role for consumer sales promotion is to

An advantage of billboards as a medium is

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Direct Marketing and Personal Selling

Sponsorship, Product Placements, and Branded Entertainment

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Measuring the Effectiveness of Brand Promotions

Filters