Exam 17: Promotions

Clinique and other cosmetic counters at department stores frequently have gift-with-purchase promotions in which customers receive a nice cosmetics bag filled with lotions, make-up, and other items such as brushes and mirrors. For really nice gifts, customers have to pay a certain amount, such as $29.99, but they usually get a larger bag and several full-sized products that would cost considerably more if they had purchased them separately. What type of promotion is this, and why is it used?

A temporary price reduction or a sale price is known as a ________.

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?

________ require only that participants submit their names to be included in a one-shot drawing or other chance selection.

What are the two primary roles for a trade promotion?

What type of sales promotion would benefit a political candidate the most?

Through the process of ________, results derived from a promotion can be estimated and compared with the projected cost of the effort.

Guerilla marketing is the term given to promotional stunts used at events by companies that are not official sponsors.

A direct payment of cash or goods given to the retailer if the retailer agrees to set up a point-of-sale display is known as a ________.

In which of the following does a company with an established brand "rent" that brand to other companies, allowing them to use its logo on their products and in their advertising and promotional events?

________ presents the brand's name on something that is given away as a reminder; examples include calendars, pens, T-shirts, mouse pads, and so forth.

James was with his mother in the grocery store, and near the cheese section he saw that there was a cardboard display filled with little soccer balls. James saw them, grabbed one, and immediately started dribbling it down the aisles of the store. His mother looked closer at the display and learned that the soccer ball was free with the purchase of two Kraft cheese products that were on the shelf nearby. What type of consumer promotion is this? What kind of trade promotion is this?

Frequency programs are also known as ________ programs.

Brokers, distributors, wholesales, dealers, franchisees, and retailers are referred to as ________.

Store premiums, in-pack premiums, and on-pack premiums are all types of self-liquidator premiums.

A consumer sales promotion that is a marketer's offer to return a certain amount of money to the consumer who purchases the product is known as a ________.

Which of the following is NOT a reason for the growth in the relationship between sports and advertising?

Name and describe the five types of trade promotions.

Gucci allows manufacturers of complementary products to use its brand identity on their products. What is this called, and why does Gucci do this?

Sue found a coupon for $2.00 off of Post's Raisin Bran breakfast cereal in her favorite magazine. Which type of coupon is this?