Question 1

Premiums are items offered for a more expensive rate with the purchase of another item.

Accepted Answer

A) True 
 B)False  False

Question 2

Sales promotion techniques act as an incentive to purchase the brand featuring a promotion,even if another brand:

Accepted Answer

A)  has more market share. 
B)  offers more variety. 
C)  offers more benefits. 
D)  has a lower basic price. 
A)  has more market share. 
B)  offers more variety. 
C)  offers more benefits. 
D)  has a lower basic price. D

Question 3

Experts suggest that the number of words on a billboard copy should not exceed _______.

Accepted Answer

A)  fifteen 
B)  ten 
C)  six 
D)  three 
A)  fifteen 
B)  ten 
C)  six 
D)  three C

Question 4

Businesses like to promote their products with rebates because they:

Accepted Answer

A)  are purely based on luck. 
B)  often do not get cashed in. 
C)  are more popular with consumers than coupons. 
D)  do not require maintenance. 
A)  are purely based on luck. 
B)  often do not get cashed in. 
C)  are more popular with consumers than coupons. 
D)  do not require maintenance.

Question 5

A difference between contests and sweepstakes is that:

Accepted Answer

A)  contests can require an entry fee, and sweepstakes cannot. 
B)  contests generate long-term interest in a brand, and sweepstakes generate immediate interest. 
C)  contests require skill, and sweepstakes require luck. 
D)  contests focus on the game, and sweepstakes focus on the brand. 
A)  contests can require an entry fee, and sweepstakes cannot. 
B)  contests generate long-term interest in a brand, and sweepstakes generate immediate interest. 
C)  contests require skill, and sweepstakes require luck. 
D)  contests focus on the game, and sweepstakes focus on the brand.

Question 6

Trial offers have the same goal as samples,except that trial offers:

Accepted Answer

A)  are less expensive to utilize. 
B)  are handed out in malls, retail stores, and other public places. 
C)  involve more expensive items. 
D)  arrive through mail or newspaper delivery. 
A)  are less expensive to utilize. 
B)  are handed out in malls, retail stores, and other public places. 
C)  involve more expensive items. 
D)  arrive through mail or newspaper delivery.

Question 7

Scenario 15-3
Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand oftoothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a cardboard cutout of an actor from a medical drama that she watches on TV, with a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character. 
-(Scenario 15-3)Which of the objectives of promotion did all these activities have in common?

Accepted Answer

A)  Highlighting a particular product attribute 
B)  Building an image for a product 
C)  Eliciting immediate purchase of a product 
D)  Creating loyalty toward a product 
A)  Highlighting a particular product attribute 
B)  Building an image for a product 
C)  Eliciting immediate purchase of a product 
D)  Creating loyalty toward a product

Question 8

Sales promotion is the use of techniques that create a perception of greater brand value among consumers,the trade,and business buyers,but the techniques can't entail an incentive.

Accepted Answer

A) True 
 B)False

Question 9

Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal. 
-(Scenario 15-4)On the back of its Cheerios boxes,General Mills has printed a form to fill out for a cookbook offer.The booklet is available to consumers for a nominal charge of $3.00,plus a $1.00 shipping and handling charge.This is an example of a(n):

Accepted Answer

A)  self-liquidating premium. 
B)  on-package sample. 
C)  advertising specialty. 
D)  slotting fee. 
A)  self-liquidating premium. 
B)  on-package sample. 
C)  advertising specialty. 
D)  slotting fee.

Question 10

The sales-promotion techniques used within the trade market are:

Accepted Answer

A)  couponing, cash allowances, incentives, and slotting fees. 
B)  incentives, allowances, training programs, and cooperative advertising. 
C)  case allowances, sweepstakes, couponing, and training programs. 
D)  slotting fees, Point-of-Purchase displays, consumer rebates, and merchandise allowances. 
A)  couponing, cash allowances, incentives, and slotting fees. 
B)  incentives, allowances, training programs, and cooperative advertising. 
C)  case allowances, sweepstakes, couponing, and training programs. 
D)  slotting fees, Point-of-Purchase displays, consumer rebates, and merchandise allowances.

Question 11

Sales promotion can break through the media clutter.

Accepted Answer

A) True 
 B)False

Question 12

Scenario 15-3
Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand oftoothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a cardboard cutout of an actor from a medical drama that she watches on TV, with a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character. 
-(Scenario 15-3)Among all the products with sales promotions in the store,which of the following involved Point-of Purchase advertising that might have cost the manufacturer a few pennies?

Accepted Answer

A)  The pain medicine 
B)  The frozen pizza 
C)  The coffee 
D)  The cereal 
A)  The pain medicine 
B)  The frozen pizza 
C)  The coffee 
D)  The cereal

Question 13

The precision shopper is demanding greater __________across all purchases.

Accepted Answer

A)  flexibility 
B)  return options 
C)  technological interfaces 
D)  value 
A)  flexibility 
B)  return options 
C)  technological interfaces 
D)  value

Question 14

Increasingly,in-store demonstrators giving samples are also:

Accepted Answer

A)  explaining the difference to customers between their sales promotions and advertising objectives. 
B)  telling the consumer the history of the brand. 
C)  providing comedy routines. 
D)  handing out coupons along with the sample. 
A)  explaining the difference to customers between their sales promotions and advertising objectives. 
B)  telling the consumer the history of the brand. 
C)  providing comedy routines. 
D)  handing out coupons along with the sample.

Question 15

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 commissions the design of fifty cardboard displays for record stores as part of a short-term promotional display.This means that the display will be used for a maximum of ______ months.

Accepted Answer

A)  three 
B)  six 
C)  twelve 
D)  sixteen 
A)  three 
B)  six 
C)  twelve 
D)  sixteen

Question 16

A benefit with mail sampling is that ____________.

Accepted Answer

A)  certain zip-codes can be targeted 
B)  it can be sent with push money to consumers 
C)  it gives consumers off-invoice allowances 
D)  it works best with heavy goods 
A)  certain zip-codes can be targeted 
B)  it can be sent with push money to consumers 
C)  it gives consumers off-invoice allowances 
D)  it works best with heavy goods

Question 17

Which of the following sales promotion tactics runs a risk of eroding a brand image or value?

Accepted Answer

A)  A frequency program 
B)  A price incentive 
C)  A sweepstake 
D)  A contest 
A)  A frequency program 
B)  A price incentive 
C)  A sweepstake 
D)  A contest

Question 18

Scenario 15-3
Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand oftoothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a cardboard cutout of an actor from a medical drama that she watches on TV, with a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character. 
-(Scenario 15-3)The store gives Stacey a loyalty card for the toothpaste which she must produce the next time she visits the store to purchase the product.This is an example of a ___________.

Accepted Answer

A)  push strategy 
B)  rebate 
C)  gift card 
D)  frequency program 
A)  push strategy 
B)  rebate 
C)  gift card 
D)  frequency program

Question 19

For an item to be defined as an advertising specialty,it must:

Accepted Answer

A)  be a reward for meeting a goal or sales quota. 
B)  contain no promotional message. 
C)  be construed as a way of buying business. 
D)  contain the sponsor's brand name or slogan. 
A)  be a reward for meeting a goal or sales quota. 
B)  contain no promotional message. 
C)  be construed as a way of buying business. 
D)  contain the sponsor's brand name or slogan.

Question 20

Assume that you are the marketing director for a business of your choice-it can be a real business or an imaginary one-and you need to reach a local audience.You are asked to compare billboard advertising and transit advertising,including their advantages and disadvantages,and prepare a short report detailing these issues.Briefly outline the report you would write,paying particular attention to the best way to promote the brand,the type of product or service you are selling,the geographic area you are in,the demographics of the local population,etc.

Accepted Answer

Student answers will vary depending on t

Premiums are items offered for a more expensive rate with the purchase of another item.

Sales promotion techniques act as an incentive to purchase the brand featuring a promotion,even if another brand:

Experts suggest that the number of words on a billboard copy should not exceed _______.

Businesses like to promote their products with rebates because they:

A difference between contests and sweepstakes is that:

Trial offers have the same goal as samples,except that trial offers:

Sales promotion is the use of techniques that create a perception of greater brand value among consumers,the trade,and business buyers,but the techniques can't entail an incentive.

The sales-promotion techniques used within the trade market are:

Sales promotion can break through the media clutter.

The precision shopper is demanding greater __________across all purchases.

Increasingly,in-store demonstrators giving samples are also:

A benefit with mail sampling is that ____________.

Which of the following sales promotion tactics runs a risk of eroding a brand image or value?

For an item to be defined as an advertising specialty,it must:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

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

Premiums are items offered for a more expensive rate with the purchase of another item.

Sales promotion techniques act as an incentive to purchase the brand featuring a promotion,even if another brand:

Experts suggest that the number of words on a billboard copy should not exceed _______.

Businesses like to promote their products with rebates because they:

A difference between contests and sweepstakes is that:

Trial offers have the same goal as samples,except that trial offers:

Sales promotion is the use of techniques that create a perception of greater brand value among consumers,the trade,and business buyers,but the techniques can't entail an incentive.

The sales-promotion techniques used within the trade market are:

Sales promotion can break through the media clutter.

The precision shopper is demanding greater __________across all purchases.

Increasingly,in-store demonstrators giving samples are also:

A benefit with mail sampling is that ____________.

Which of the following sales promotion tactics runs a risk of eroding a brand image or value?

For an item to be defined as an advertising specialty,it must:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters