Exam 17: Promotions

Monty Boyd travels frequently on West Coast Airlines for his job as an account manager. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is building a customer relationship with Monty using which of the following?

Sales promotion is primarily designed to motivate people to act by offering incentives.

Describe four purposes of consumer promotions.

Which of the following are the most common type of trade deals?

Shoppers today are more brand loyal, so promotion incentives have to provide substantial incentives to encourage brand switching.

Ad slicks are print ads that are ready to be sent to the local print media as soon as the retailer adds identification, location, promotion price, or other information.

Which of the following is a type of trade promotion?

Which of the following is NOT a type of consumer promotion?

Explain two reasons for the growth in the relationship between sports and advertising.

Refer to the passage below to answer the questions that follow. Kraft is known for its cheese products, but the company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products sold in grocery stores. A large portion of Kraft's marketing communication budget is spent on incentives given to wholesalers and retailers to get the company's products to the consumers. -What type of promotion could Kraft provide to retailers to call their customers' attentions to Kraft's products?

In most cases, advertising is needed to support promotions.

Which type of consumer sales promotion creates excitement by promising "something for nothing" and offering impressive prizes that consumers can win by chance?

Monetary bonuses paid to a store's salesperson based on the units that salesperson sells over a period of time are known as ________.

Which of the following is a promotion designed specifically to increase customer retention?

There has been a shift from a pull promotion strategy to a push promotion strategy over the past few decades. Compare and contrast these two strategies.

Your roommate is taking this class with you because he thought it would be a fun course, but he's an engineering major and is having trouble seeing the differences between all these IMC tools. Specifically, he doesn't really see much difference between advertising and sales promotion. Discuss two differences between advertising and sales promotion to help him better understand each tool's strengths and weaknesses.

One reason for the growth of sales promotion is that it reduces the consumer's risk of trying a new product by giving something of added value to motivate action.

A beer manufacturer offered grocery stores an elaborate display to position near store entrances. The display included a picnic table, a gas barbeque, coolers to hold beer, and several lounge chairs. Larger stores even had a jet ski included in the display. For their efforts, the manager of each participating store could keep the items in the display. What type of incentive is this?

Which of the following is NOT a typical target audience of sales promotion?

Sampling is generally most effective when reinforced on the spot with a ________.