Question 1

Which of the following consumer promotions is the best method for encouraging consumers to try a new product?

Accepted Answer

A) Coupons 
B) Sampling 
C) Premiums 
D) Contests or sweepstakes 
A) Coupons 
B) Sampling 
C) Premiums 
D) Contests or sweepstakes

Question 2

Consumers must pay a small amount of money for which type of premium?

Accepted Answer

A) In- or on-package 
B) Cross-ruffing 
C) Store 
D) Self-liquidating 
A) In- or on-package 
B) Cross-ruffing 
C) Store 
D) Self-liquidating

Question 3

In a trade promotions program, offering additional free merchandise for placing an order is:

Accepted Answer

A) a slotting fee. 
B) a discount invoice. 
C) spiff money. 
D) a premium or bonus pack. 
A) a slotting fee. 
B) a discount invoice. 
C) spiff money. 
D) a premium or bonus pack.

Question 4

Each of the following is a reason to offer a bonus pack except:

Accepted Answer

A) develop customer loyalty. 
B) attract new users. 
C) enhance brand parity. 
D) encourage brand switching. 
A) develop customer loyalty. 
B) attract new users. 
C) enhance brand parity. 
D) encourage brand switching.

Question 5

Monies paid by a manufacturer to remove an item from a retailer's inventory are:

Accepted Answer

A) reverse slotting fees. 
B) brokerage allowances. 
C) exit fees. 
D) cooperative merchandising agreements. 
A) reverse slotting fees. 
B) brokerage allowances. 
C) exit fees. 
D) cooperative merchandising agreements.

Question 6

It is not possible to offer sampling programs over the internet.

Accepted Answer

A) True 
 B)False

Question 7

A consumer who only purchases his or her favorite brand is:

Accepted Answer

A) promotion prone. 
B) brand loyal. 
C) brand responsive. 
D) price sensitive. 
A) promotion prone. 
B) brand loyal. 
C) brand responsive. 
D) price sensitive.

Question 8

A calendar promotion may result in a retailer using:

Accepted Answer

A) forward buying. 
B) slotting fees. 
C) exit fees. 
D) cooperative advertisements. 
A) forward buying. 
B) slotting fees. 
C) exit fees. 
D) cooperative advertisements.

Question 9

What is the difference between consumer promotions and trade promotions?

Accepted Answer

Consumer promotions are incent

Question 10

Only a small number of retailers charge slotting fees compared to the large percentage that use exit fees.

Accepted Answer

A) True 
 B)False

Question 11

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 12

With ________ a retailer is given a direct payment for stocking an item.

Accepted Answer

A) an off-invoice allowance 
B) a drop-ship allowance 
C) slotting fees 
D) forward buying 
A) an off-invoice allowance 
B) a drop-ship allowance 
C) slotting fees 
D) forward buying

Question 13

What are the four categories of consumers?

Accepted Answer

The four categories are promot

Question 14

A consumer is typically required to make a purchase when entering a sweepstakes.

Accepted Answer

A) True 
 B)False

Question 15

A tie-in combines two or more consumer promotional activities into a single campaign.

Accepted Answer

A) True 
 B)False

Question 16

Bonus packs can lead to brand switching if the consumer has used the brand previously.

Accepted Answer

A) True 
 B)False

Question 17

Prizes or gifts that consumers receive when purchasing products are called:

Accepted Answer

A) add-ins. 
B) premiums. 
C) purchase incentives. 
D) giveaways. 
A) add-ins. 
B) premiums. 
C) purchase incentives. 
D) giveaways.

Question 18

A price-off program:

Accepted Answer

A) is effective for individuals that have a high degree of brand loyalty to a competing brand. 
B) has little impact on sales. 
C) usually boosts sales, but it can hurt profits. 
D) decreases price sensitivity over time. 
A) is effective for individuals that have a high degree of brand loyalty to a competing brand. 
B) has little impact on sales. 
C) usually boosts sales, but it can hurt profits. 
D) decreases price sensitivity over time.

Question 19

A trade promotion that offers financial discounts on cases or pallets of merchandise ordered is called a(n):

Accepted Answer

A) consumer promotion. 
B) off-invoice allowance. 
C) cooperative advertising. 
D) spiff money. 
A) consumer promotion. 
B) off-invoice allowance. 
C) cooperative advertising. 
D) spiff money.

Question 20

In trade allowance programs, extra shipping costs occur when a retailer engages in:

Accepted Answer

A) slotting fees. 
B) exit fees. 
C) forward buying. 
D) diversion. 
A) slotting fees. 
B) exit fees. 
C) forward buying. 
D) diversion.

Which of the following consumer promotions is the best method for encouraging consumers to try a new product?

Consumers must pay a small amount of money for which type of premium?

In a trade promotions program, offering additional free merchandise for placing an order is:

Each of the following is a reason to offer a bonus pack except:

Monies paid by a manufacturer to remove an item from a retailer's inventory are:

It is not possible to offer sampling programs over the internet.

A consumer who only purchases his or her favorite brand is:

A calendar promotion may result in a retailer using:

What is the difference between consumer promotions and trade promotions?

Only a small number of retailers charge slotting fees compared to the large percentage that use exit fees.

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

With ________ a retailer is given a direct payment for stocking an item.

What are the four categories of consumers?

A consumer is typically required to make a purchase when entering a sweepstakes.

A tie-in combines two or more consumer promotional activities into a single campaign.

Bonus packs can lead to brand switching if the consumer has used the brand previously.

Prizes or gifts that consumers receive when purchasing products are called:

A price-off program:

A trade promotion that offers financial discounts on cases or pallets of merchandise ordered is called a(n):

In trade allowance programs, extra shipping costs occur when a retailer engages in:

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

Which of the following consumer promotions is the best method for encouraging consumers to try a new product?

Consumers must pay a small amount of money for which type of premium?

In a trade promotions program, offering additional free merchandise for placing an order is:

Each of the following is a reason to offer a bonus pack except:

Monies paid by a manufacturer to remove an item from a retailer's inventory are:

It is not possible to offer sampling programs over the internet.

A consumer who only purchases his or her favorite brand is:

A calendar promotion may result in a retailer using:

What is the difference between consumer promotions and trade promotions?

Only a small number of retailers charge slotting fees compared to the large percentage that use exit fees.

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

With ________ a retailer is given a direct payment for stocking an item.

What are the four categories of consumers?

A consumer is typically required to make a purchase when entering a sweepstakes.

A tie-in combines two or more consumer promotional activities into a single campaign.

Bonus packs can lead to brand switching if the consumer has used the brand previously.

Prizes or gifts that consumers receive when purchasing products are called:

A price-off program:

A trade promotion that offers financial discounts on cases or pallets of merchandise ordered is called a(n):

In trade allowance programs, extra shipping costs occur when a retailer engages in:

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