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

Although there appears to be some strong resistance,market research has indicated that 63 percent of consumers don't mind __________ advertising.

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.

List and describe the four main techniques commonly used in trade-market sales promotions.Choose one type and demonstrate how it would operate within a certain type of industry,profession,or business.

A consumer buys a printer for her computer and receives a money-back offer.To get the premium,she has to mail in a form requesting the money back from the manufacturer rather than the retailer.Which of the following consumer-market sales promotion techniques is exemplified here? 

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

P-O-P promotion can aid manufacturers by attracting consumers,but not by securing relationships within trade and business markets.

Billboards offer several strong advantages,but they are most effective as a promotional medium when they are in a location that: 

Which of the following is a form of allowance allowed to retailers and wholesalers? 

Today's forms of out-of-home media can target specific demographic segments by neighborhood using customized mobile messages.

Scenario 15-1 One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale" regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sales flyers and circulars, and began to promote the various sales on their websites. Other companies such as Targetwere also implementing a similar strategy; by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)  -(Scenario 15-1)During the holiday season,Snuggles,a winter clothing retail store,offers its employees $10 for every additional sweater that they sell.This is an example of: 

A manufacturer devises a program to encourage members of the trade to purchase its brand.It offers salespeople an extra $100 for selling one of its refrigerators,$75 for selling one of its ovens,and $50 for selling one of its dishwashers.Which of the following promotional concepts for the trade channel does this involve? 

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 has placed a small catalog inside each compact disc.The catalog features a variety of Planet Moon items that can be ordered-the band's music video as well as T-shirts,ball caps,and travel mugs.These items are considered self-liquidating premiums because the consumer: 

A(n) ______ entitles a buyer to a designated reduction in price for a product or service.

One of the more noteworthy examples of promotions depicted in the book is by Axe; Axe did one of the most unusual promotions by offering consumers a chance to go to space.

From the consumer's viewpoint,directories like the Yellow Book have some disadvantages as promotional tools.One particular problem is that it: 

A printed card or sign designed to mount on or under a shelf is known as a _________. 

Scenario 15-1 One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale" regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sales flyers and circulars, and began to promote the various sales on their websites. Other companies such as Targetwere also implementing a similar strategy; by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)  -(Scenario 15-1)Because companies realize consumers will be visiting stores more frequently during the holiday season,several toy manufacturers are paying direct cash to retailers in exchange for placing their brand in the most visible locations.These cash payments are known as __________.

An objective of consumer-market sales promotion is to: 

During any given year,as much as _____ percent of brand management time might be devoted to designing,implementing,and overseeing sales promotions.

The complex and information-rich tools of IBP can help create brand loyalty and competitive advantage.