Question 1

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

Accepted Answer

A) True 
 B)False

Question 2

When provided with an offer of a 10 percent discount to purchase electronic calculators within the next 30 days, Target buys extra calculators to take advantage of the price discount. Target will offer the calculator to consumers at a discount during the special sale, but then have additional calculators to sell when the sale is over. This is an example of:

Accepted Answer

A)  an off-invoice allowance. 
B)  slotting fee. 
C)  forward buying. 
D)  diversion. 
A)  an off-invoice allowance. 
B)  slotting fee. 
C)  forward buying. 
D)  diversion.

Question 3

A Star Wars action figure given when a customer buys a Whopper meal at Burger King is a(n) ________ premium.

Accepted Answer

A)  bounce-back 
B)  in- or on-package 
C)  store or manufacturer 
D)  self-liquidating 
A)  bounce-back 
B)  in- or on-package 
C)  store or manufacturer 
D)  self-liquidating

Question 4

Trade allowances include all of the following except:

Accepted Answer

A)  off-invoice allowance. 
B)  exit fees. 
C)  trade shows. 
D)  slotting fees. 
A)  off-invoice allowance. 
B)  exit fees. 
C)  trade shows. 
D)  slotting fees.

Question 5

Slotting fees are funds charged by retailers to stock new products.

Accepted Answer

A) True 
 B)False

Question 6

Which of these can be used by retailers to always have one brand on sale while others are off-deal?

Accepted Answer

A)  Forward buying 
B)  Calendar promotions 
C)  Corporate sales programs 
D)  Trade allowances 
A)  Forward buying 
B)  Calendar promotions 
C)  Corporate sales programs 
D)  Trade allowances

Question 7

Hershey has both a coupon and an entry form for a sweepstakes in an advertisement. This is an example of a(n):

Accepted Answer

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

Question 8

Instant redemption coupons are a form of direct sampling.

Accepted Answer

A) True 
 B)False

Question 9

Intercompany tie-ins are the promotion of two different products from the same company using one consumer promotion.

Accepted Answer

A) True 
 B)False

Question 10

A consumer who makes a purchase decision based on price is:

Accepted Answer

A)  promotion prone. 
B)  brand loyal. 
C)  a repeat buyer. 
D)  price sensitive. 
A)  promotion prone. 
B)  brand loyal. 
C)  a repeat buyer. 
D)  price sensitive.

Question 11

Funds paid to retailers by manufacturers to stock new products are:

Accepted Answer

A)  prepaid off-invoice allowances. 
B)  drop-ship allowances. 
C)  quantity discounts. 
D)  slotting fees. 
A)  prepaid off-invoice allowances. 
B)  drop-ship allowances. 
C)  quantity discounts. 
D)  slotting fees.

Question 12

To be successful, a price-off should feature a monetary appeal to consumers and provide consumers with an immediate reward.

Accepted Answer

A) True 
 B)False

Question 13

In a trade show, a buyer who is trying to solve a specific problem with a product choice is a(n):

Accepted Answer

A)  information seeker. 
B)  reinforcement seeker. 
C)  solution seeker. 
D)  education seeker. 
A)  information seeker. 
B)  reinforcement seeker. 
C)  solution seeker. 
D)  education seeker.

Question 14

A major advantage of using the internet for a contest is that individuals can participate in the contest for its intrinsic value.

Accepted Answer

A) True 
 B)False

Question 15

When a cash register triggers a coupon for a product, it is called a ________ coupon.

Accepted Answer

A)  bounce-back 
B)  scanner-delivered 
C)  cross-ruffing 
D)  response offer 
A)  bounce-back 
B)  scanner-delivered 
C)  cross-ruffing 
D)  response offer

Question 16

Which of the following is related to the actual attractiveness of a prize in a contest?

Accepted Answer

A)  Intrinsic value 
B)  Extrinsic value 
C)  Redemption rates 
D)  Internet inquiries 
A)  Intrinsic value 
B)  Extrinsic value 
C)  Redemption rates 
D)  Internet inquiries

Question 17

Cash returns on hard goods, such as appliances and electronics, are:

Accepted Answer

A)  refunds. 
B)  rebates. 
C)  bounce-back coupons. 
D)  premiums. 
A)  refunds. 
B)  rebates. 
C)  bounce-back coupons. 
D)  premiums.

Question 18

When a manufacturer offers to pay part of the cost of a retail advertising campaign, it is:

Accepted Answer

A)  incentive marketing. 
B)  target market advertising. 
C)  cooperative advertising. 
D)  specialty advertising. 
A)  incentive marketing. 
B)  target market advertising. 
C)  cooperative advertising. 
D)  specialty advertising.

Question 19

Rewards given to channel members such as brokers, retail salespeople, and others as prizes for winning a contest are known as:

Accepted Answer

A)  slotting fees. 
B)  volume incentives. 
C)  spiff money. 
D)  pay for play. 
A)  slotting fees. 
B)  volume incentives. 
C)  spiff money. 
D)  pay for play.

Question 20

One reason retailers use slotting fees is that retailers must spend money to add new products to their inventory.

Accepted Answer

A) True 
 B)False

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

A Star Wars action figure given when a customer buys a Whopper meal at Burger King is a(n) ________ premium.

Trade allowances include all of the following except:

Slotting fees are funds charged by retailers to stock new products.

Which of these can be used by retailers to always have one brand on sale while others are off-deal?

Hershey has both a coupon and an entry form for a sweepstakes in an advertisement. This is an example of a(n):

Instant redemption coupons are a form of direct sampling.

Intercompany tie-ins are the promotion of two different products from the same company using one consumer promotion.

A consumer who makes a purchase decision based on price is:

Funds paid to retailers by manufacturers to stock new products are:

To be successful, a price-off should feature a monetary appeal to consumers and provide consumers with an immediate reward.

In a trade show, a buyer who is trying to solve a specific problem with a product choice is a(n):

A major advantage of using the internet for a contest is that individuals can participate in the contest for its intrinsic value.

When a cash register triggers a coupon for a product, it is called a ________ coupon.

Which of the following is related to the actual attractiveness of a prize in a contest?

Cash returns on hard goods, such as appliances and electronics, are:

When a manufacturer offers to pay part of the cost of a retail advertising campaign, it is:

Rewards given to channel members such as brokers, retail salespeople, and others as prizes for winning a contest are known as:

One reason retailers use slotting fees is that retailers must spend money to add new products to their inventory.

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

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

A Star Wars action figure given when a customer buys a Whopper meal at Burger King is a(n) ________ premium.

Trade allowances include all of the following except:

Slotting fees are funds charged by retailers to stock new products.

Which of these can be used by retailers to always have one brand on sale while others are off-deal?

Hershey has both a coupon and an entry form for a sweepstakes in an advertisement. This is an example of a(n):

Instant redemption coupons are a form of direct sampling.

Intercompany tie-ins are the promotion of two different products from the same company using one consumer promotion.

A consumer who makes a purchase decision based on price is:

Funds paid to retailers by manufacturers to stock new products are:

To be successful, a price-off should feature a monetary appeal to consumers and provide consumers with an immediate reward.

In a trade show, a buyer who is trying to solve a specific problem with a product choice is a(n):

A major advantage of using the internet for a contest is that individuals can participate in the contest for its intrinsic value.

When a cash register triggers a coupon for a product, it is called a ________ coupon.

Which of the following is related to the actual attractiveness of a prize in a contest?

Cash returns on hard goods, such as appliances and electronics, are:

When a manufacturer offers to pay part of the cost of a retail advertising campaign, it is:

Rewards given to channel members such as brokers, retail salespeople, and others as prizes for winning a contest are known as:

One reason retailers use slotting fees is that retailers must spend money to add new products to their inventory.

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