Exam 17: Promotions

Companies undertake sponsorships to build brand associations and to increase the perceived value of the brand in consumers' minds.

Spiffs are monetary bonuses paid to a store's salesperson based on the units that salesperson sells over a period of time.

Usually the go/no-go decision for a sales promotion is based on the ________.

In what types of situations are price deals most likely to be effective?

Consumer promotions are most important in which of the following types of strategies?

Most trade promotions are designed to in some way motivate trade members to cooperate with the manufacturer's promotion.

Loyalty programs that require membership are popular with marketers because they also generate information for customer databases.

How have loyalty programs become reward programs?

What are the two general types of premiums?

One disadvantage of promotions is that, although they can help introduce a new product and create brand awareness, they cannot build a brand over time.

Compare and contrast the trade promotions of bonuses and dealer loaders.

Which of the following is a common consumer price deal?

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 kind of audience is Kraft targeting with incentives to get its products to consumers in the stores?

Which of the following provide the consumer with something extra through the package itself?

________ occurs when companies support an event either financially or by donating supplies and services.

Which of the following is NOT a type of direct premium?

The consumer promotion that provides a reduction in the normal price charged for a good or service announced at the point of sale or through mass or direct advertising is known as a ________.

Kerri is working out a sales promotion plan for a client who is launching a new product. Which of the following would Kerri be LEAST likely to recommended to encourage trial of this new product?

Which of the following is NOT an objective of consumer promotions?

Allowing the consumer to try the product or service is called ________.