Question 1

Why do manufacturers often introduce new products or advertising campaigns at trade shows?

Accepted Answer

Trade shows are typically organized by a

Question 2

According to Resolve Corporation research, the average redemption rate for coupons distributed through addressed direct mail is

Accepted Answer

A)  22.5% 
B)  6.5% 
C)  15% 
D)  1% 
E)  10% 
A)  22.5% 
B)  6.5% 
C)  15% 
D)  1% 
E)  10%

Question 3

Rebate offers are often subject to slippage. What is slippage?

Accepted Answer

Rebates are a predetermined amount of mo

Question 4

Dealer display material consists of self-contained, custom-designed merchandising units that

Accepted Answer

A)  are charged to the retailer 
B)  display the retailer's name and image 
C)  are the responsibility of the agency 
D)  display a manufacturer's product 
E)  contain free samples 
A)  are charged to the retailer 
B)  display the retailer's name and image 
C)  are the responsibility of the agency 
D)  display a manufacturer's product 
E)  contain free samples

Question 5

These sales promotion methods are considered to be the most effective in inducing trial purchases:

Accepted Answer

A)  contests 
B)  cash refunds 
C)  free samples 
D)  coupons 
E)  rebates 
A)  contests 
B)  cash refunds 
C)  free samples 
D)  coupons 
E)  rebates

Question 6

One objective of trade promotion is to secure a listing with distributors. A listing is defined as

Accepted Answer

A)  an offer to provide trade allowances 
B)  an agreement with retailers to distribute a manufacturer's goods to consumers 
C)  an agreement with a wholesaler to distribute a manufacture's goods to retailers 
D)  merchandising support 
E)  loading up at the end of a promotion 
A)  an offer to provide trade allowances 
B)  an agreement with retailers to distribute a manufacturer's goods to consumers 
C)  an agreement with a wholesaler to distribute a manufacture's goods to retailers 
D)  merchandising support 
E)  loading up at the end of a promotion

Question 7

Trade promotion activities are targeted towards

Accepted Answer

A)  consumers 
B)  sales force 
C)  marketers 
D)  media 
E)  distributors 
A)  consumers 
B)  sales force 
C)  marketers 
D)  media 
E)  distributors

Question 8

What is a delayed payment incentive? Provide an example.

Accepted Answer

In a delayed payment incentive promotion

Question 9

In a push strategy, the organization creates demand by directing promotional efforts at consumers or final users of the product.

Accepted Answer

A) True 
 B)False

Question 10

What objectives are achieved through the use of premiums?

Accepted Answer

A premium is an item offered free or at

Question 11

For the organization, a benefit of a loyalty program is the information it is collecting about customer purchase behaviour.

Accepted Answer

A) True 
 B)False

Question 12

Among media-delivered coupons, this distribution method has a higher rate of redemption than magazines.

Accepted Answer

A)  direct mail 
B)  online 
C)  television 
D)  newspaper 
E)  free-standing insert 
A)  direct mail 
B)  online 
C)  television 
D)  newspaper 
E)  free-standing insert

Question 13

If 1,000 coupons are distributed and 75 are returned, then the redemption rate is

Accepted Answer

A)  75% 
B)  15% 
C)  7.5% 
D)  0.75% 
E)  10% 
A)  75% 
B)  15% 
C)  7.5% 
D)  0.75% 
E)  10%

Question 14

Provide examples of Canadian retailer loyalty programs.

Accepted Answer

A loyalty program offers consumers a sma

Question 15

Loyalty programs are not popular with customers.

Accepted Answer

A) True 
 B)False

Question 16

Trade promotion is supposed to

Accepted Answer

A)  pull a product through is distribution channel 
B)  secure end users 
C)  be an exchange of services between two companies 
D)  build brand loyalty for end users 
E)  Secure merchandising support from distributers 
A)  pull a product through is distribution channel 
B)  secure end users 
C)  be an exchange of services between two companies 
D)  build brand loyalty for end users 
E)  Secure merchandising support from distributers

Question 17

This consumer promotion activity is considered to be the most effective method of generating trial purchase.

Accepted Answer

A)  rebate 
B)  coupons 
C)  free sample 
D)  contest 
E)  loyalty program 
A)  rebate 
B)  coupons 
C)  free sample 
D)  contest 
E)  loyalty program

Question 18

How often should a company use a promotion activity?

Accepted Answer

How frequently an activity should be use

Question 19

Which of the following is an example of a consumer promotion activity?

Accepted Answer

A)  co-operative advertising allowance 
B)  premiums 
C)  performance allowance 
D)  payola 
E)  delayed payment incentive 
A)  co-operative advertising allowance 
B)  premiums 
C)  performance allowance 
D)  payola 
E)  delayed payment incentive

Question 20

According to statistics, 6.8 billion of these were distributed to Canadian households in 2012.

Accepted Answer

A)  coupons 
B)  samples 
C)  contests 
D)  cash refunds 
E)  premiums 
A)  coupons 
B)  samples 
C)  contests 
D)  cash refunds 
E)  premiums

Why do manufacturers often introduce new products or advertising campaigns at trade shows?

According to Resolve Corporation research, the average redemption rate for coupons distributed through addressed direct mail is

Rebate offers are often subject to slippage. What is slippage?

Dealer display material consists of self-contained, custom-designed merchandising units that

These sales promotion methods are considered to be the most effective in inducing trial purchases:

One objective of trade promotion is to secure a listing with distributors. A listing is defined as

Trade promotion activities are targeted towards

What is a delayed payment incentive? Provide an example.

In a push strategy, the organization creates demand by directing promotional efforts at consumers or final users of the product.

What objectives are achieved through the use of premiums?

For the organization, a benefit of a loyalty program is the information it is collecting about customer purchase behaviour.

Among media-delivered coupons, this distribution method has a higher rate of redemption than magazines.

If 1,000 coupons are distributed and 75 are returned, then the redemption rate is

Provide examples of Canadian retailer loyalty programs.

Loyalty programs are not popular with customers.

Trade promotion is supposed to

This consumer promotion activity is considered to be the most effective method of generating trial purchase.

How often should a company use a promotion activity?

Which of the following is an example of a consumer promotion activity?

According to statistics, 6.8 billion of these were distributed to Canadian households in 2012.

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

Why do manufacturers often introduce new products or advertising campaigns at trade shows?

According to Resolve Corporation research, the average redemption rate for coupons distributed through addressed direct mail is

Rebate offers are often subject to slippage. What is slippage?

Dealer display material consists of self-contained, custom-designed merchandising units that

These sales promotion methods are considered to be the most effective in inducing trial purchases:

One objective of trade promotion is to secure a listing with distributors. A listing is defined as

Trade promotion activities are targeted towards

What is a delayed payment incentive? Provide an example.

In a push strategy, the organization creates demand by directing promotional efforts at consumers or final users of the product.

What objectives are achieved through the use of premiums?

For the organization, a benefit of a loyalty program is the information it is collecting about customer purchase behaviour.

Among media-delivered coupons, this distribution method has a higher rate of redemption than magazines.

If 1,000 coupons are distributed and 75 are returned, then the redemption rate is

Provide examples of Canadian retailer loyalty programs.

Loyalty programs are not popular with customers.

Trade promotion is supposed to

This consumer promotion activity is considered to be the most effective method of generating trial purchase.

How often should a company use a promotion activity?

Which of the following is an example of a consumer promotion activity?

According to statistics, 6.8 billion of these were distributed to Canadian households in 2012.

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