Question 1

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

Accepted Answer

Cooperative merchandising agreements are

Question 2

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 3

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?

Accepted Answer

A) promotion prone 
B) brand loyal 
C) price sensitive 
D) shopper prone 
A) promotion prone 
B) brand loyal 
C) price sensitive 
D) shopper prone

Question 4

When planning promotions, consumers can be categorized in the following ways, 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 5

Diversion is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

Accepted Answer

A) True 
 B)False

Question 6

Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.

Accepted Answer

A) True 
 B)False

Question 7

Bonus packs can lead to brand switching if the consumer:

Accepted Answer

A) is price-sensitive. 
B) is promotion-sensitive. 
C) believes the bonus exceeds 30 percent. 
D) has purchased the brand previously. 
A) is price-sensitive. 
B) is promotion-sensitive. 
C) believes the bonus exceeds 30 percent. 
D) has purchased the brand previously.

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

A coupon for peanut butter on a jar of jelly is a cross-ruff coupon.

Accepted Answer

A) True 
 B)False

Question 10

Some marketing experts believe that the overuse of coupons can damage a brand's image. Which of the following can 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 11

Each of the following is an important key to building a successful premium program except:

Accepted Answer

A) match the premium to the target market. 
B) select premiums that are highly popular and current fads. 
C) select premiums that reinforce the firm's product and image. 
D) integrate the premium with other IMC tools. 
A) match the premium to the target market. 
B) select premiums that are highly popular and current fads. 
C) select premiums that reinforce the firm's product and image. 
D) integrate the premium with other IMC tools.

Question 12

A contest requires the use of a skill while a sweepstakes relies on random chance.

Accepted Answer

A) True 
 B)False

Question 13

The primary role of a trade promotions program is to:

Accepted Answer

A) build brand equity. 
B) encourage trial purchases. 
C) pull products through the channel. 
D) push products through the channel. 
A) build brand equity. 
B) encourage trial purchases. 
C) pull products through the channel. 
D) push products through the channel.

Question 14

Co-op advertising programs often stipulate each of the following items except:

Accepted Answer

A) monies are accrued for purchases over time. 
B) no competing products can be advertised. 
C) the manufacturer's product must be displayed prominently in the ad. 
D) retailers must pay the agency fees. 
A) monies are accrued for purchases over time. 
B) no competing products can be advertised. 
C) the manufacturer's product must be displayed prominently in the ad. 
D) retailers must pay the agency fees.

Question 15

Bounce-back coupons tend to encourage trial purchases of products.

Accepted Answer

A) True 
 B)False

Question 16

Consumer promotions are for end-users while trade promotions are for channel members.

Accepted Answer

A) True 
 B)False

Question 17

A package of Oreo cookies has a $1.00-off coupon attached to the package that can easily be removed. This is an example of which type of 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

Which category of consumers best responds to coupons and premiums?

Accepted Answer

A) Promotion-prone consumers 
B) Brand-loyal consumers 
C) Brand-image consumers 
D) Price-sensitive consumers 
A) Promotion-prone consumers 
B) Brand-loyal consumers 
C) Brand-image consumers 
D) Price-sensitive consumers

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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.

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

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

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?

When planning promotions, consumers can be categorized in the following ways, except:

Diversion is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.

Bonus packs can lead to brand switching if the consumer:

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

A coupon for peanut butter on a jar of jelly is a cross-ruff coupon.

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

Each of the following is an important key to building a successful premium program except:

A contest requires the use of a skill while a sweepstakes relies on random chance.

The primary role of a trade promotions program is to:

Co-op advertising programs often stipulate each of the following items except:

Bounce-back coupons tend to encourage trial purchases of products.

Consumer promotions are for end-users while trade promotions are for channel members.

A package of Oreo cookies has a $1.00-off coupon attached to the package that can easily be removed. This is an example of which type of coupon?

Which category of consumers best responds to coupons and premiums?

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

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

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

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

Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?

When planning promotions, consumers can be categorized in the following ways, except:

Diversion is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.

Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.

Bonus packs can lead to brand switching if the consumer:

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

A coupon for peanut butter on a jar of jelly is a cross-ruff coupon.

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

Each of the following is an important key to building a successful premium program except:

A contest requires the use of a skill while a sweepstakes relies on random chance.

The primary role of a trade promotions program is to:

Co-op advertising programs often stipulate each of the following items except:

Bounce-back coupons tend to encourage trial purchases of products.

Consumer promotions are for end-users while trade promotions are for channel members.

A package of Oreo cookies has a $1.00-off coupon attached to the package that can easily be removed. This is an example of which type of coupon?

Which category of consumers best responds to coupons and premiums?

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

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