Question 1

Sales promotion can be defined as activity that provides special incentives to bring about

Accepted Answer

A)  more movement in the product life cycle 
B)  immediate response from consumers 
C)  more creative advertising 
D)  more web sites 
E)  greater competitor activity 
A)  more movement in the product life cycle 
B)  immediate response from consumers 
C)  more creative advertising 
D)  more web sites 
E)  greater competitor activity B

Question 2

Provide two examples of a game contest.

Accepted Answer

A game (or instant win) contest is a promotion that includes a number of predetermined winning tickets. Packages containing winning certificates are redeemed for prizes. Variations of this type of contest include collect-and-wins, match-and-wins, and small instant-wins combined with a grand prize contest. Restaurants such as McDonald's and Tim Hortons use this promotion vehicle frequently. McDonald's runs a game fashioned after the board game Monopoly, and Tim Horton's offers "Roll Up the Rim to Win" every spring.

Question 3

Describe the various methods of sample distribution.

Accepted Answer

A free sample is free product distributed to potential users either in a small trial size or in its regular size. The most frequently used method of sample distribution is in-store. There are several variations on in-store sampling: product demonstrations and sampling in stores, saleable sample sizes (small replica pack sizes of the actual product), and cross-sampling. Cross-sampling refers to an arrangement whereby one product carries a sample of another product. Other alternatives for delivering free samples include co-operative direct mail (provided the sample is small and light enough to be accommodated by the mailing envelope), home delivery by private organizations, event sampling, and sample packs that are distributed to specific target markets. On-site sampling
(experiential sampling) is a newer method for sample distribution.

Question 4

Explain experiential marketing and provide an example.

Accepted Answer

Companies are discovering new ways of de

Question 5

Premiums can be offered to consumers as a mail-in. In other words, consumers send in a proof of purchase and the item is returned by mail.

Accepted Answer

A) True 
 B)False

Question 6

Advertising and promotion are not necessarily viewed as two separate entities, since the strategy today is about

Accepted Answer

A)  event marketing 
B)  the World Wide Web 
C)  the agency's responsibility 
D)  an integrated marketing approach 
E)  public relations and sponsorship 
A)  event marketing 
B)  the World Wide Web 
C)  the agency's responsibility 
D)  an integrated marketing approach 
E)  public relations and sponsorship

Question 7

Promotion strategy is the battle plan that outlines the means of achieving the objectives. Explain the two basic types of promotion strategy: push and pull.

Accepted Answer

In a pull strategy, the organization cre

Question 8

The most common objective of a consumer promotion activity is to have the consumer make

Accepted Answer

A)  a trial purchase 
B)  a request for a coupon 
C)  a recommendation 
D)  a request for product information 
E)  a request for a sample 
A)  a trial purchase 
B)  a request for a coupon 
C)  a recommendation 
D)  a request for product information 
E)  a request for a sample

Question 9

If Kellogg's Corn Flakes includes an in-pack coupon for Tropicana Orange Juice, this type of coupon is an example of a(n)

Accepted Answer

A)  cross-ruff 
B)  in-store delivered coupon 
C)  media-delivered coupon 
D)  rebate 
E)  free sample 
A)  cross-ruff 
B)  in-store delivered coupon 
C)  media-delivered coupon 
D)  rebate 
E)  free sample

Question 10

Media-delivered coupons are coupons distributed

Accepted Answer

A)  inside consumer goods 
B)  through television stations 
C)  through in-store kiosks 
D)  through radio stations 
E)  in newspapers, magazines or online 
A)  inside consumer goods 
B)  through television stations 
C)  through in-store kiosks 
D)  through radio stations 
E)  in newspapers, magazines or online

Question 11

One of the common types of trade promotions activities is

Accepted Answer

A)  video games 
B)  DVDs 
C)  free radio advertising 
D)  co-operative advertising funds 
E)  social media 
A)  video games 
B)  DVDs 
C)  free radio advertising 
D)  co-operative advertising funds 
E)  social media

Question 12

The method by which coupons are delivered depends on the demographics of the consumer.

Accepted Answer

A) True 
 B)False

Question 13

Premiums are usually offered by manufacturers in the form of

Accepted Answer

A)  price discounts 
B)  exclusive contest ballots 
C)  coupons 
D)  cash-back 
E)  merchandise 
A)  price discounts 
B)  exclusive contest ballots 
C)  coupons 
D)  cash-back 
E)  merchandise

Question 14

A second objective of consumer promotion is to encourage

Accepted Answer

A)  protection of loyalty 
B)  increase in listings 
C)  word-of-mouth advertising 
D)  sales support 
E)  a building of volume 
A)  protection of loyalty 
B)  increase in listings 
C)  word-of-mouth advertising 
D)  sales support 
E)  a building of volume

Question 15

Contests are most appropriate at which stage of the product life cycle?

Accepted Answer

A)  trial stage 
B)  mature stage 
C)  growth stage 
D)  decline stage 
E)  introductory stage 
A)  trial stage 
B)  mature stage 
C)  growth stage 
D)  decline stage 
E)  introductory stage

Question 16

Of the 6.8 billion coupons distributed by the packaged goods industry annually, how many are redeemed?

Accepted Answer

A)  1.1 billion 
B)  650 million 
C)  330 million 
D)  225 million 
E)  86 million 
A)  1.1 billion 
B)  650 million 
C)  330 million 
D)  225 million 
E)  86 million

Question 17

Slippage is when a distributor loses customers during a promotion.

Accepted Answer

A) True 
 B)False

Question 18

A free toy inside a box of Fruit Loops is an example of a(n)

Accepted Answer

A)  bonus offer 
B)  delayed payment incentive 
C)  in-pack premium 
D)  cross-ruff 
E)  sample 
A)  bonus offer 
B)  delayed payment incentive 
C)  in-pack premium 
D)  cross-ruff 
E)  sample

Question 19

Coupons, samples, contests and premiums are examples of activities that would be considered a pull strategy.

Accepted Answer

A) True 
 B)False

Question 20

A frequent- buyer (loyalty) program is an example of

Accepted Answer

A)  consumer promotion 
B)  sponsorship 
C)  trade allowance 
D)  trade promotion 
E)  public relations 
A)  consumer promotion 
B)  sponsorship 
C)  trade allowance 
D)  trade promotion 
E)  public relations

Sales promotion can be defined as activity that provides special incentives to bring about

Provide two examples of a game contest.

Describe the various methods of sample distribution.

Explain experiential marketing and provide an example.

Premiums can be offered to consumers as a mail-in. In other words, consumers send in a proof of purchase and the item is returned by mail.

Advertising and promotion are not necessarily viewed as two separate entities, since the strategy today is about

Promotion strategy is the battle plan that outlines the means of achieving the objectives. Explain the two basic types of promotion strategy: push and pull.

The most common objective of a consumer promotion activity is to have the consumer make

If Kellogg's Corn Flakes includes an in-pack coupon for Tropicana Orange Juice, this type of coupon is an example of a(n)

Media-delivered coupons are coupons distributed

One of the common types of trade promotions activities is

The method by which coupons are delivered depends on the demographics of the consumer.

Premiums are usually offered by manufacturers in the form of

A second objective of consumer promotion is to encourage

Contests are most appropriate at which stage of the product life cycle?

Of the 6.8 billion coupons distributed by the packaged goods industry annually, how many are redeemed?

Slippage is when a distributor loses customers during a promotion.

A free toy inside a box of Fruit Loops is an example of a(n)

Coupons, samples, contests and premiums are examples of activities that would be considered a pull strategy.

A frequent- buyer (loyalty) program is an example of

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Public Relations and Experiential Marketing

Filters

Exam 13: Sales Promotion

Sales promotion can be defined as activity that provides special incentives to bring about

Provide two examples of a game contest.

Describe the various methods of sample distribution.

Explain experiential marketing and provide an example.

Premiums can be offered to consumers as a mail-in. In other words, consumers send in a proof of purchase and the item is returned by mail.

Advertising and promotion are not necessarily viewed as two separate entities, since the strategy today is about

Promotion strategy is the battle plan that outlines the means of achieving the objectives. Explain the two basic types of promotion strategy: push and pull.

The most common objective of a consumer promotion activity is to have the consumer make

If Kellogg's Corn Flakes includes an in-pack coupon for Tropicana Orange Juice, this type of coupon is an example of a(n)

Media-delivered coupons are coupons distributed

One of the common types of trade promotions activities is

The method by which coupons are delivered depends on the demographics of the consumer.

Premiums are usually offered by manufacturers in the form of

A second objective of consumer promotion is to encourage

Contests are most appropriate at which stage of the product life cycle?

Of the 6.8 billion coupons distributed by the packaged goods industry annually, how many are redeemed?

Slippage is when a distributor loses customers during a promotion.

A free toy inside a box of Fruit Loops is an example of a(n)

Coupons, samples, contests and premiums are examples of activities that would be considered a pull strategy.

A frequent- buyer (loyalty) program is an example of

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Public Relations and Experiential Marketing

Filters