Exam 17: Promotions

Which type of premium awards the incentive immediately, at the time of purchase?

The two general types of coupons are immediate and delayed.

________ means building a product's marketing program around a sponsored event, such as the Olympics or a golf tournament.

________ contain materials that support retailers' selling efforts or that help representatives make sales calls on prospective retailing customers.

Which of the following is NOT a common consumer price deal?

Sales promotion often relies on rational appeals, and advertising often relies on emotional appeals.

A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ________.

________ is the term given to promotional stunts used at events, such as the Olympics, by companies that are not official sponsors.

Sweepstakes and contests are effective promotional tools for driving people to marketers' websites.

Specialty advertising presents a brand's name on something that is given away as a reminder, such as a pen, cap, or mouse pad.

Manufacturers may offer a(n)________ in return for the retailer's agreement to feature the manufacturer's products in its advertising.

The chief reasons for the growth of sales promotion are the pressure for short-term profits and the need for accountability.

Which of the following was the objective for Frontier Airline's Favorite Animal Contest discussed in the chapter's opening vignette?

Lee was in a drug store to purchase some toiletry items. He picked up his favorite brand of toothpaste and noticed that the package said "30 percent more FREE." He noticed that the price was what he normally pays for that toothpaste. Which type of consumer price deal is this?

Melissa was in the grocery store to purchase lunch food and snacks for her family. She was in the cookie aisle and noticed small neon-colored signs attached to the shelf holding a brand she is interested in. The sign read "Was $3.59, now $2.89!" What type of consumer price deal is this?

Sales-force promotions include two general sets of promotional activities directed at salespeople: (1)activities that better prepare salespeople to do their jobs and (2)incentives that motivate salespeople to work harder.

Which of the following is false regarding advertising and sales promotion?

________ are premiums, such as a free trip, that a manufacturer gives to a retailer for buying a certain amount of a product.

Consumer promotions can be used to generate awareness, trial, maintain or increase market share, and remind consumers about a brand.

Which of the following is a type of partnership program used by manufacturers of two or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger impact in the marketplace?