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

Which of the following is true of a self-liquidating premium? 

According to a classic quote,which of the following has been described as "the last five seconds of marketing?" 

Scenario 15-6 Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by filling in and mailing the required details on a provided form. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.  -(Scenario 15-6)Employees receive a bonus from Quad for selling two or more blenders.This is an example of: 

_________ advertising is a close cousin to billboard advertising,and in many instances it is used in tandem with billboards.

Sales promotion can attract attention and motivate trial purchase,but is not allowed for introducing new brands to the public.

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)Stacey is surprised to see that there was a toothbrush attached to the box of her favorite toothpaste.This is an example of a(n): 

The fight for space on grocers' shelves has become very competitive,so manufacturers will do anything to get stores to stock their items-except paying a fee,which is illegal.

A self-liquidating premium requires a consumer to pay most of the cost of the item received as a premium.

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)General Mills' salespeople handle and monitor a number of promotions for its cereals.Which of the following involves Point-of-Purchase advertising? 

The combination of transit,aerial,and cinema advertising is known as ___________ media advertising. 

Scenario 15-6 Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by filling in and mailing the required details on a provided form. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.  -(Scenario 15-6)Quad sent the owner of Ted's grocery an expensive hand crafted sculpture.This is an example of a(n)_______.

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)General Mills allows its retailers to deduct $2 from every box of cereal in the shipment it receives.This is an example of a(n): 

Which of the following is true of sampling? 

A granola bar included in a box of cereal is a: 

Marketers must select only one sales promotion technique aimed at consumers,such as coupons,price-off deals,premiums,contests and sweepstakes,samples and trial offers,phone and gift cards,rebates,and frequency programs.

A coupon entitles a buyer to a designated reduction in price for a product or service,and is the oldest and most widely used form of sales promotion.

The name support media denotes that they: 

Which of the following are the two broad categories of Point-of-Purchase materials? 

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)General Mills inserts a sheet of coupons in the Sunday newspapers in major markets.This is a form of ___________ sales promotion.

A medium where advertising,the product,and the consumer together in the same place at the same time is Point-of-Purchase advertising.