Exam 15: Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Billboards have evolved from outdoor signs and posters, which represent one of the oldest forms of marketing, dating back to the early promotional tools of the 1800s.

Some airlines have run into big trouble when they have tried to up the mileage levels needed to earn awards in their frequent-flyer programs.Which of the common risks associated with promotions have their actions demonstrated?

Though there appears to be some strong resistance, market research has indicated that more than 60 percent of consumers don't mind

A national merchandising company is a major distributor of grocery and beauty products and uses many tactics to get samples into the hands of consumers.The most popular type of sampling for food and cosmetics products is ____ sampling.

A distinguishing feature of a self-liquidating premium is that it requires that the consumer

Coupons are one of the newer forms of sales promotion, introduced in the 1950s by cake mix manufacturers.

A company that spends big promotional dollars on creating and distributing P-O-P displays can run into problems, as the text notes Gillette once did, if its marketing department is unaware that

Sales promotion tools can accomplish several objectives.For example, when a firm wants to make a push to ____, these tools can reduce the consumer's risk of trying something new.

Scenario 15-2 The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon.Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash.The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands. -(Scenario 15-2) Sounds Good knows that the release cannot succeed without gaining distribution in large record store chains.However, many of these chains are refusing to carry the product, saying that shelf space is too precious to be used for an unknown band like Planet Moon.However, buyers for these chains say that they might be willing to carry the product if Sounds Good makes a direct cash payment to the chain, known in the trade channel as a(n)

A retailer is trying to target the "precision shopper," who expects extra value in every single purchase.According to your text, which promotion techniques would be best to increase the value of a brand in these shopper' minds?

What format seen today represents perhaps the oldest form of advertising and promotion?

Historically, more money has always been budgeted for mass media advertising than for sales promotion.

Discuss the overall trend in spending on advertising and sales promotion over the past decade.Then outline at least three reasons behind this trend.

You work for a well-known company that manufactures mattresses.To move your product during the Presidents' Day sales events held nationwide, you offer $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February.You also offer a case of sports drinks for each mattress sold.These are examples of trade-market sales promotion techniques in the form of

Businesses like to promote their products with rebates because they