Question 1

The primary disadvantage of sampling is:

Accepted Answer

A) the inability to target a specific consumer segment. 
B) diminished effectiveness. 
C) the lack of visibility. 
D) the cost of producing and distributing the sample. 
A) the inability to target a specific consumer segment. 
B) diminished effectiveness. 
C) the lack of visibility. 
D) the cost of producing and distributing the sample.

Question 2

From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.

Accepted Answer

A) True 
 B)False

Question 3

Large national and international trade shows are being replaced by:

Accepted Answer

A) internet advertising. 
B) niche and regional shows. 
C) promotional videos. 
D) corporate trade shows. 
A) internet advertising. 
B) niche and regional shows. 
C) promotional videos. 
D) corporate trade shows.

Question 4

What is the primary difference between a contest and a sweepstakes?

Accepted Answer

A contest requires a skill or

Question 5

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 6

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 7

Diversion is purchasing extra inventory while it is on-deal and shipping it to other locations where it is off-deal.

Accepted Answer

A) True 
 B)False

Question 8

Brand-loyal consumers purchase only one particular brand and do not respond to consumer promotions unless it is for their particular brands.

Accepted Answer

A) True 
 B)False

Question 9

Premiums are normally much more successful than coupons in increasing sales and profits.

Accepted Answer

A) True 
 B)False

Question 10

The primary reasons retailers give for supporting a manufacturer's consumer promotions program include each of the following, except:

Accepted Answer

A) increase store traffic. 
B) increase store sales. 
C) increase sales of the manufacturer's brand. 
D) attract new customers. 
A) increase store traffic. 
B) increase store sales. 
C) increase sales of the manufacturer's brand. 
D) attract new customers.

Question 11

The enjoyment of playing or participating in a contest or sweepstakes has which type of value?

Accepted Answer

A) Intrinsic 
B) Extrinsic 
C) Redemption 
D) Historic 
A) Intrinsic 
B) Extrinsic 
C) Redemption 
D) Historic

Question 12

Scanner-delivered coupons 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 13

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 14

How can a company build a successful premium program?

Accepted Answer

Match the premium to the target market.

Question 15

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

Accepted Answer

A) True 
 B)False

Question 16

A Star Wars action figure given when a customer buys a Whopper meal at Burger King is which type of 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 17

In recent years, marketers have increased the use of which medium for distributing samples?

Accepted Answer

A) Broadcast media 
B) Freestanding inserts 
C) Magazines 
D) Direct mail 
A) Broadcast media 
B) Freestanding inserts 
C) Magazines 
D) Direct mail

Question 18

The most controversial form of trade allowance is an off-invoice allowance.

Accepted Answer

A) True 
 B)False

Question 19

A scanner-delivered coupon is often given for a competing brand to encourage brand-switching.

Accepted Answer

A) True 
 B)False

Question 20

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.

The primary disadvantage of sampling is:

From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.

Large national and international trade shows are being replaced by:

What is the primary difference between a contest and a sweepstakes?

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

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

Diversion is purchasing extra inventory while it is on-deal and shipping it to other locations where it is off-deal.

Brand-loyal consumers purchase only one particular brand and do not respond to consumer promotions unless it is for their particular brands.

Premiums are normally much more successful than coupons in increasing sales and profits.

The primary reasons retailers give for supporting a manufacturer's consumer promotions program include each of the following, except:

The enjoyment of playing or participating in a contest or sweepstakes has which type of value?

Scanner-delivered coupons encourage:

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

How can a company build a successful premium program?

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

A Star Wars action figure given when a customer buys a Whopper meal at Burger King is which type of premium?

In recent years, marketers have increased the use of which medium for distributing samples?

The most controversial form of trade allowance is an off-invoice allowance.

A scanner-delivered coupon is often given for a competing brand to encourage brand-switching.

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

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

The primary disadvantage of sampling is:

From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.

Large national and international trade shows are being replaced by:

What is the primary difference between a contest and a sweepstakes?

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

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

Diversion is purchasing extra inventory while it is on-deal and shipping it to other locations where it is off-deal.

Brand-loyal consumers purchase only one particular brand and do not respond to consumer promotions unless it is for their particular brands.

Premiums are normally much more successful than coupons in increasing sales and profits.

The primary reasons retailers give for supporting a manufacturer's consumer promotions program include each of the following, except:

The enjoyment of playing or participating in a contest or sweepstakes has which type of value?

Scanner-delivered coupons encourage:

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

How can a company build a successful premium program?

Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.

A Star Wars action figure given when a customer buys a Whopper meal at Burger King is which type of premium?

In recent years, marketers have increased the use of which medium for distributing samples?

The most controversial form of trade allowance is an off-invoice allowance.

A scanner-delivered coupon is often given for a competing brand to encourage brand-switching.

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

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