Question 1

All of the following are reasons to use a bonus pack except:

Accepted Answer

A)  develop customer loyalty. 
B)  attract new users. 
C)  enhance brand parity. 
D)  encourage brand switching. 
A)  develop customer loyalty. 
B)  attract new users. 
C)  enhance brand parity. 
D)  encourage brand switching.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Diversion is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

Accepted Answer

A) True 
 B)False

Question 4

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 5

When a retailer purchases excess inventory of a product while it is on-deal to sell later when it is off-deal, it is:

Accepted Answer

A)  a diversion. 
B)  quantity-seeking. 
C)  forward buying. 
D)  a slotting fee. 
A)  a diversion. 
B)  quantity-seeking. 
C)  forward buying. 
D)  a slotting fee.

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Providing a small sample of laundry detergent with the purchase of dryer sheets is ________ sampling.

Accepted Answer

A)  direct 
B)  response 
C)  cross-ruff 
D)  media 
A)  direct 
B)  response 
C)  cross-ruff 
D)  media

Question 8

Britney likes to use coupons and tends to purchase the brand of food that has the best coupon offer. Britney is a ________ 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 9

Large national and international trade shows are being replaced by:

Accepted Answer

A)  internet advertising. 
B)  niche and regional shows. 
C)  promotional videos. 
D)  corporate trade shows. 
A)  internet advertising. 
B)  niche and regional shows. 
C)  promotional videos. 
D)  corporate trade shows.

Question 10

A contest requires the use of a skill while a sweepstakes relies on random chance.

Accepted Answer

A) True 
 B)False

Question 11

From a manufacturer's perspective, co-op advertising is beneficial because the payments are almost always tied to sales.

Accepted Answer

A) True 
 B)False

Question 12

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 13

Each of the following are important keys to building a successful premium program except:

Accepted Answer

A)  match the premium to the target market. 
B)  select premiums that are highly popular and current fads. 
C)  select premiums that reinforce the firm's product and image. 
D)  integrate the premium with other IMC tools. 
A)  match the premium to the target market. 
B)  select premiums that are highly popular and current fads. 
C)  select premiums that reinforce the firm's product and image. 
D)  integrate the premium with other IMC tools.

Question 14

A coupon for $10.00 off on a package of baseballs placed on a baseball glove is a:

Accepted Answer

A)  response offer coupon. 
B)  cross-ruffing coupon. 
C)  premium. 
D)  bonus offer. 
A)  response offer coupon. 
B)  cross-ruffing coupon. 
C)  premium. 
D)  bonus offer.

Question 15

A diversion is a form of exit fee where funds are transferred from failing products to successful products.

Accepted Answer

A) True 
 B)False

Question 16

In a trade show, a buyer browsing and trying to learn about products from a series of competitors is a(n):

Accepted Answer

A)  education seeker. 
B)  reinforcement seeker. 
C)  solution seeker. 
D)  power buyer. 
A)  education seeker. 
B)  reinforcement seeker. 
C)  solution seeker. 
D)  power buyer.

Question 17

Bonus packs can lead to brand switching if the consumer has used the brand previously.

Accepted Answer

A) True 
 B)False

Question 18

Oscar is on a tight budget so he uses the consumer promotions that will give him the best price for products he buys. Oscar is a ________ 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 19

How can a company build a successful premium program?

Accepted Answer

• Match the premium to the target market

Question 20

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

Accepted Answer

A)  intracompany tie-in. 
B)  intercompany tie-in. 
C)  overlay. 
D)  bonus pack. 
A)  intracompany tie-in. 
B)  intercompany tie-in. 
C)  overlay. 
D)  bonus pack.

All of the following are reasons to use a bonus pack except:

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

Diversion is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

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

When a retailer purchases excess inventory of a product while it is on-deal to sell later when it is off-deal, it is:

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

Providing a small sample of laundry detergent with the purchase of dryer sheets is ________ sampling.

Britney likes to use coupons and tends to purchase the brand of food that has the best coupon offer. Britney is a ________ consumer.

Large national and international trade shows are being replaced by:

A contest requires the use of a skill while a sweepstakes relies on random chance.

From a manufacturer's perspective, co-op advertising is beneficial because the payments are almost always tied to sales.

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

Each of the following are important keys to building a successful premium program except:

A coupon for $10.00 off on a package of baseballs placed on a baseball glove is a:

A diversion is a form of exit fee where funds are transferred from failing products to successful products.

In a trade show, a buyer browsing and trying to learn about products from a series of competitors is a(n):

Bonus packs can lead to brand switching if the consumer has used the brand previously.

Oscar is on a tight budget so he uses the consumer promotions that will give him the best price for products he buys. Oscar is a ________ consumer.

How can a company build a successful premium program?

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

All of the following are reasons to use a bonus pack except:

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

Diversion is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

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

When a retailer purchases excess inventory of a product while it is on-deal to sell later when it is off-deal, it is:

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

Providing a small sample of laundry detergent with the purchase of dryer sheets is ________ sampling.

Britney likes to use coupons and tends to purchase the brand of food that has the best coupon offer. Britney is a ________ consumer.

Large national and international trade shows are being replaced by:

A contest requires the use of a skill while a sweepstakes relies on random chance.

From a manufacturer's perspective, co-op advertising is beneficial because the payments are almost always tied to sales.

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

Each of the following are important keys to building a successful premium program except:

A coupon for $10.00 off on a package of baseballs placed on a baseball glove is a:

A diversion is a form of exit fee where funds are transferred from failing products to successful products.

In a trade show, a buyer browsing and trying to learn about products from a series of competitors is a(n):

Bonus packs can lead to brand switching if the consumer has used the brand previously.

Oscar is on a tight budget so he uses the consumer promotions that will give him the best price for products he buys. Oscar is a ________ consumer.

How can a company build a successful premium program?

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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