Question 1

Rewards given as part of a consumer contest are also known as spiff money.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  they can expand their advertising program at a low cost. 
B)  benefit from the image of promoting a national brand. 
C)  attract new and additional customers to their store because of national brands. 
D)  receive money in advance to cover the costs of advertising. 
A)  they can expand their advertising program at a low cost. 
B)  benefit from the image of promoting a national brand. 
C)  attract new and additional customers to their store because of national brands. 
D)  receive money in advance to cover the costs of advertising.

Question 3

Refunds and rebates suffer the disadvantages of cost and diminished effectiveness.

Accepted Answer

A) True 
 B)False

Question 4

Offering Coke on sale one week, Pepsi the next week, and 7UP the following week can be planned out using a calendar promotion program.

Accepted Answer

A) True 
 B)False

Question 5

For most people, a free trip to Hawaii is an example of a prize with high:

Accepted Answer

A)  intrinsic value. 
B)  extrinsic value. 
C)  redemption rates. 
D)  intrusion value. 
A)  intrinsic value. 
B)  extrinsic value. 
C)  redemption rates. 
D)  intrusion value.

Question 6

Manufacturers should concentrate their efforts at trade shows on each of the following buyer groups except:

Accepted Answer

A)  solution seekers. 
B)  buying teams. 
C)  power buyers. 
D)  education seekers. 
A)  solution seekers. 
B)  buying teams. 
C)  power buyers. 
D)  education seekers.

Question 7

Some marketing experts believe overuse of premiums can damage a brand's image.

Accepted Answer

A) True 
 B)False

Question 8

Bounce-back coupons are used to encourage:

Accepted Answer

A)  brand switching. 
B)  repeat purchases. 
C)  trial purchases. 
D)  brand loyalty. 
A)  brand switching. 
B)  repeat purchases. 
C)  trial purchases. 
D)  brand loyalty.

Question 9

Adding an extra bar of soap to a three pack and offering it at a special price is a:

Accepted Answer

A)  rebate pack. 
B)  prize package. 
C)  bonus pack. 
D)  selective sample. 
A)  rebate pack. 
B)  prize package. 
C)  bonus pack. 
D)  selective sample.

Question 10

The delivery of a free product to consumers for their use or consumption is a:

Accepted Answer

A)  coupon. 
B)  premium. 
C)  bonus pack. 
D)  sample. 
A)  coupon. 
B)  premium. 
C)  bonus pack. 
D)  sample.

Question 11

Regional niche trade shows are losing customers to national and international trade shows.

Accepted Answer

A) True 
 B)False

Question 12

The internet and social media have not been effective venues for contests and sweepstakes.

Accepted Answer

A) True 
 B)False

Question 13

Some marketing experts believe that the overuse of coupons can damage a brand's image. Which of the following can actually enhance a brand's image?

Accepted Answer

A)  Contests and sweepstakes 
B)  Bonus packs 
C)  Sampling 
D)  Premiums 
A)  Contests and sweepstakes 
B)  Bonus packs 
C)  Sampling 
D)  Premiums

Question 14

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

Accepted Answer

A)  tend to be senior executives with authority to make purchases. 
B)  want a follow-up after the trade show by a senior executive. 
C)  spend more time at each exhibitor's booth. 
D)  tend to make purchase decisions during the trade show. 
A)  tend to be senior executives with authority to make purchases. 
B)  want a follow-up after the trade show by a senior executive. 
C)  spend more time at each exhibitor's booth. 
D)  tend to make purchase decisions during the trade show.

Question 15

A consumer who only purchases his or her favorite brand is:

Accepted Answer

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

Question 16

A coupon is a price reduction offer to a consumer.

Accepted Answer

A) True 
 B)False

Question 17

A $1.00 coupon placed inside a box of Quaker Oats is an example of a(n) ________ coupon.

Accepted Answer

A)  instant redemption 
B)  bounce-back 
C)  cross-ruffing 
D)  response offer 
A)  instant redemption 
B)  bounce-back 
C)  cross-ruffing 
D)  response offer

Question 18

It is not possible to offer sampling programs over the internet.

Accepted Answer

A) True 
 B)False

Question 19

For brand-loyal consumers, price-offs and coupons are the most effective consumer promotions.

Accepted Answer

A) True 
 B)False

Question 20

Trade contests encourage sales by making rewards and prizes available to brokers, salespeople in retail stores, wholesalers, and agents.

Accepted Answer

A) True 
 B)False

Rewards given as part of a consumer contest are also known as spiff money.

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

Refunds and rebates suffer the disadvantages of cost and diminished effectiveness.

Offering Coke on sale one week, Pepsi the next week, and 7UP the following week can be planned out using a calendar promotion program.

For most people, a free trip to Hawaii is an example of a prize with high:

Manufacturers should concentrate their efforts at trade shows on each of the following buyer groups except:

Some marketing experts believe overuse of premiums can damage a brand's image.

Bounce-back coupons are used to encourage:

Adding an extra bar of soap to a three pack and offering it at a special price is a:

The delivery of a free product to consumers for their use or consumption is a:

Regional niche trade shows are losing customers to national and international trade shows.

The internet and social media have not been effective venues for contests and sweepstakes.

Some marketing experts believe that the overuse of coupons can damage a brand's image. Which of the following can actually enhance a brand's image?

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

A consumer who only purchases his or her favorite brand is:

A coupon is a price reduction offer to a consumer.

A $1.00 coupon placed inside a box of Quaker Oats is an example of a(n) ________ coupon.

It is not possible to offer sampling programs over the internet.

For brand-loyal consumers, price-offs and coupons are the most effective consumer promotions.

Trade contests encourage sales by making rewards and prizes available to brokers, salespeople in retail stores, wholesalers, and agents.

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

Rewards given as part of a consumer contest are also known as spiff money.

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

Refunds and rebates suffer the disadvantages of cost and diminished effectiveness.

Offering Coke on sale one week, Pepsi the next week, and 7UP the following week can be planned out using a calendar promotion program.

For most people, a free trip to Hawaii is an example of a prize with high:

Manufacturers should concentrate their efforts at trade shows on each of the following buyer groups except:

Some marketing experts believe overuse of premiums can damage a brand's image.

Bounce-back coupons are used to encourage:

Adding an extra bar of soap to a three pack and offering it at a special price is a:

The delivery of a free product to consumers for their use or consumption is a:

Regional niche trade shows are losing customers to national and international trade shows.

The internet and social media have not been effective venues for contests and sweepstakes.

Some marketing experts believe that the overuse of coupons can damage a brand's image. Which of the following can actually enhance a brand's image?

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

A consumer who only purchases his or her favorite brand is:

A coupon is a price reduction offer to a consumer.

A $1.00 coupon placed inside a box of Quaker Oats is an example of a(n) ________ coupon.

It is not possible to offer sampling programs over the internet.

For brand-loyal consumers, price-offs and coupons are the most effective consumer promotions.

Trade contests encourage sales by making rewards and prizes available to brokers, salespeople in retail stores, wholesalers, and agents.

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