Question 1

For contests and sweepstakes, what is the difference between extrinsic value and intrinsic value in prizes?

Accepted Answer

Extrinsic value is the actual

Question 2

What are the four categories of consumers?

Accepted Answer

The four categories are promot

Question 3

A calendar promotion may result in a retailer using:

Accepted Answer

A)  forward buying. 
B)  slotting fees. 
C)  exit fees. 
D)  cooperative advertisements. 
A)  forward buying. 
B)  slotting fees. 
C)  exit fees. 
D)  cooperative advertisements.

Question 4

The primary role of a trade promotions program is to:

Accepted Answer

A)  build brand equity. 
B)  encourage trial purchases. 
C)  pull products through the channel. 
D)  push products through the channel. 
A)  build brand equity. 
B)  encourage trial purchases. 
C)  pull products through the channel. 
D)  push products through the channel.

Question 5

The primary reasons retailers give for supporting a manufacturer's consumer promotions program include each of the following, except:

Accepted Answer

A)  increase store traffic. 
B)  increase store sales. 
C)  increase sales of the manufacturer's brand. 
D)  attract new customers. 
A)  increase store traffic. 
B)  increase store sales. 
C)  increase sales of the manufacturer's brand. 
D)  attract new customers.

Question 6

A major disadvantage of sampling is the cost, both of producing and distributing the sample.

Accepted Answer

A) True 
 B)False

Question 7

Premiums are normally much more successful than coupons in increasing sales and profits.

Accepted Answer

A) True 
 B)False

Question 8

Freestanding inserts are found primarily in:

Accepted Answer

A)  magazines. 
B)  newspapers. 
C)  shopping malls. 
D)  catalogs. 
A)  magazines. 
B)  newspapers. 
C)  shopping malls. 
D)  catalogs.

Question 9

When a retailer purchases a product on-deal in one location and ships it to another where it is off-deal, it is called:

Accepted Answer

A)  exit forwarding. 
B)  diversion. 
C)  a transaction alteration. 
D)  forward buying. 
A)  exit forwarding. 
B)  diversion. 
C)  a transaction alteration. 
D)  forward buying.

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

Spiff money refers to cash, not prizes, paid to consumers in sales contests.

Accepted Answer

A) True 
 B)False

Question 12

When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?

Accepted Answer

A)  Sampling 
B)  A premium 
C)  Price-off 
D)  Coupon 
A)  Sampling 
B)  A premium 
C)  Price-off 
D)  Coupon

Question 13

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey 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 14

Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs?

Accepted Answer

A)  Fraud and misredemption 
B)  Costs 
C)  Excessive paperwork to process the refund or rebate 
D)  Diminished effectiveness 
A)  Fraud and misredemption 
B)  Costs 
C)  Excessive paperwork to process the refund or rebate 
D)  Diminished effectiveness

Question 15

A calendar promotion allows a manufacturer to set a schedule among competing brands of a product so that the manufacturer can feature one of the brands on sale almost all of the time.

Accepted Answer

A) True 
 B)False

Question 16

A trade show participant from another country is more likely to be ready to make a purchase than a domestic attendee.

Accepted Answer

A) True 
 B)False

Question 17

What are the disadvantages of trade allowances?

Accepted Answer

• Retailers may keep the allowance and n

Question 18

A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:

Accepted Answer

A)  alliance of capital. 
B)  cooperative merchandising agreement. 
C)  venture agreement. 
D)  sales promotion. 
A)  alliance of capital. 
B)  cooperative merchandising agreement. 
C)  venture agreement. 
D)  sales promotion.

Question 19

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

Accepted Answer

A)  monies are accrued for purchases over time. 
B)  no competing products can be advertised. 
C)  the manufacturer's product must be displayed prominently in the ad. 
D)  retailers must pay the agency fees. 
A)  monies are accrued for purchases over time. 
B)  no competing products can be advertised. 
C)  the manufacturer's product must be displayed prominently in the ad. 
D)  retailers must pay the agency fees.

Question 20

Two or more consumer promotional activities combined into a single campaign is a(n):

Accepted Answer

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

For contests and sweepstakes, what is the difference between extrinsic value and intrinsic value in prizes?

What are the four categories of consumers?

A calendar promotion may result in a retailer using:

The primary role of a trade promotions program is to:

The primary reasons retailers give for supporting a manufacturer's consumer promotions program include each of the following, except:

A major disadvantage of sampling is the cost, both of producing and distributing the sample.

Premiums are normally much more successful than coupons in increasing sales and profits.

Freestanding inserts are found primarily in:

When a retailer purchases a product on-deal in one location and ships it to another where it is off-deal, it is called:

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.

Spiff money refers to cash, not prizes, paid to consumers in sales contests.

When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is a ________ consumer.

Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs?

A calendar promotion allows a manufacturer to set a schedule among competing brands of a product so that the manufacturer can feature one of the brands on sale almost all of the time.

A trade show participant from another country is more likely to be ready to make a purchase than a domestic attendee.

What are the disadvantages of trade allowances?

A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:

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

Two or more consumer promotional activities combined into a single campaign 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

For contests and sweepstakes, what is the difference between extrinsic value and intrinsic value in prizes?

What are the four categories of consumers?

A calendar promotion may result in a retailer using:

The primary role of a trade promotions program is to:

The primary reasons retailers give for supporting a manufacturer's consumer promotions program include each of the following, except:

A major disadvantage of sampling is the cost, both of producing and distributing the sample.

Premiums are normally much more successful than coupons in increasing sales and profits.

Freestanding inserts are found primarily in:

When a retailer purchases a product on-deal in one location and ships it to another where it is off-deal, it is called:

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.

Spiff money refers to cash, not prizes, paid to consumers in sales contests.

When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is a ________ consumer.

Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs?

A calendar promotion allows a manufacturer to set a schedule among competing brands of a product so that the manufacturer can feature one of the brands on sale almost all of the time.

A trade show participant from another country is more likely to be ready to make a purchase than a domestic attendee.

What are the disadvantages of trade allowances?

A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:

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

Two or more consumer promotional activities combined into a single campaign 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