Question 1

Each of the following is a reason to offer a bonus pack except:

Accepted Answer

A)  increase usage of the product. 
B)  stimulate trial purchase. 
C)  match or preempt competitive actions. 
D)  stockpile the product. 
A)  increase usage of the product. 
B)  stimulate trial purchase. 
C)  match or preempt competitive actions. 
D)  stockpile the product.

Question 2

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

Accepted Answer

A contest requires a skill or

Question 3

Name and briefly describe the types of trade incentives that are offered.

Accepted Answer

1. Cooperative merchandising agreements

Question 4

Contest and sweepstakes offered through ________ have grown during the past decade.

Accepted Answer

A)  print media 
B)  newspapers and magazines 
C)  television through infomercials 
D)  the internet and social media 
A)  print media 
B)  newspapers and magazines 
C)  television through infomercials 
D)  the internet and social media

Question 5

A tie-in combines two or more consumer promotional activities into a single campaign.

Accepted Answer

A) True 
 B)False

Question 6

Customers who already have a preference for a brand redeem the majority of all coupons.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A)  they are a form of extortion. 
B)  the fees favor new companies. 
C)  manufacturers are forced to pay millions of dollars that could be used for advertising, sales promotions, and other marketing efforts. 
D)  the fees favor large manufacturers over small manufacturers. 
A)  they are a form of extortion. 
B)  the fees favor new companies. 
C)  manufacturers are forced to pay millions of dollars that could be used for advertising, sales promotions, and other marketing efforts. 
D)  the fees favor large manufacturers over small manufacturers.

Question 8

Regional or specialty trade shows would be better than a large, national trade show for all of the following goals except:

Accepted Answer

A)  provide higher quality prospects. 
B)  more quality one-on-one time with customers. 
C)  enhance a firm's brand or corporate name. 
D)  opportunities to bond with customers. 
A)  provide higher quality prospects. 
B)  more quality one-on-one time with customers. 
C)  enhance a firm's brand or corporate name. 
D)  opportunities to bond with customers.

Question 9

A coupon on a 2-liter bottle of Pepsi, offering $1.00 off on a bag of potato chips, is a ________ coupon.

Accepted Answer

A)  cross-ruffing 
B)  scanner-delivered 
C)  response-offer 
D)  instant redemption 
A)  cross-ruffing 
B)  scanner-delivered 
C)  response-offer 
D)  instant redemption

Question 10

Promotional campaigns that a 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 11

Participants may win a prize without performing any type of activity with a:

Accepted Answer

A)  contest. 
B)  sweepstakes. 
C)  premium. 
D)  price-off program. 
A)  contest. 
B)  sweepstakes. 
C)  premium. 
D)  price-off program.

Question 12

For retailers to receive co-op advertising dollars from a manufacturer, there cannot be a competing brand in the advertisement.

Accepted Answer

A) True 
 B)False

Question 13

Retailers believe charging slotting fees forces manufacturers to test products before launch to reduce the number of poor product introductions.

Accepted Answer

A) True 
 B)False

Question 14

Name the various forms of sampling.

Accepted Answer

• In-store distribution
• Dire

Question 15

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 16

Intracompany tie-ins are the promotion of two different products from different companies using one consumer promotion.

Accepted Answer

A) True 
 B)False

Question 17

Tyson and General Foods developed a joint consumer promotion. This is an example of 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 18

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

Accepted Answer

A)  bonus offer. 
B)  price-off. 
C)  premium. 
D)  bad idea, because the retailer may not honor the price. 
A)  bonus offer. 
B)  price-off. 
C)  premium. 
D)  bad idea, because the retailer may not honor the price.

Question 19

In terms of planning promotions, consumers can be divided into all of the following categories except:

Accepted Answer

A)  promotion prone. 
B)  brand loyal. 
C)  price sensitive. 
D)  casual purchasers. 
A)  promotion prone. 
B)  brand loyal. 
C)  price sensitive. 
D)  casual purchasers.

Question 20

When samples are mailed or delivered door-to-door, which form of sampling is being used?

Accepted Answer

A)  In-store distribution 
B)  Direct 
C)  Bonus pack 
D)  Cross-ruffing 
A)  In-store distribution 
B)  Direct 
C)  Bonus pack 
D)  Cross-ruffing

Each of the following is a reason to offer a bonus pack except:

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

Name and briefly describe the types of trade incentives that are offered.

Contest and sweepstakes offered through ________ have grown during the past decade.

A tie-in combines two or more consumer promotional activities into a single campaign.

Customers who already have a preference for a brand redeem the majority of all coupons.

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

Regional or specialty trade shows would be better than a large, national trade show for all of the following goals except:

A coupon on a 2-liter bottle of Pepsi, offering $1.00 off on a bag of potato chips, is a ________ coupon.

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

Participants may win a prize without performing any type of activity with a:

For retailers to receive co-op advertising dollars from a manufacturer, there cannot be a competing brand in the advertisement.

Retailers believe charging slotting fees forces manufacturers to test products before launch to reduce the number of poor product introductions.

Name the various forms of sampling.

A price-off program:

Intracompany tie-ins are the promotion of two different products from different companies using one consumer promotion.

Tyson and General Foods developed a joint consumer promotion. This is an example of a(n):

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

In terms of planning promotions, consumers can be divided into all of the following categories except:

When samples are mailed or delivered door-to-door, which form of sampling is being used?

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

Each of the following is a reason to offer a bonus pack except:

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

Name and briefly describe the types of trade incentives that are offered.

Contest and sweepstakes offered through ________ have grown during the past decade.

A tie-in combines two or more consumer promotional activities into a single campaign.

Customers who already have a preference for a brand redeem the majority of all coupons.

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

Regional or specialty trade shows would be better than a large, national trade show for all of the following goals except:

A coupon on a 2-liter bottle of Pepsi, offering $1.00 off on a bag of potato chips, is a ________ coupon.

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

Participants may win a prize without performing any type of activity with a:

For retailers to receive co-op advertising dollars from a manufacturer, there cannot be a competing brand in the advertisement.

Retailers believe charging slotting fees forces manufacturers to test products before launch to reduce the number of poor product introductions.

Name the various forms of sampling.

A price-off program:

Intracompany tie-ins are the promotion of two different products from different companies using one consumer promotion.

Tyson and General Foods developed a joint consumer promotion. This is an example of a(n):

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

In terms of planning promotions, consumers can be divided into all of the following categories except:

When samples are mailed or delivered door-to-door, which form of sampling is being used?

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