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

Antoine works for a well-known company that manufactures mattresses.To move the company's product during the President's Day sales events held nationwide,he offered $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February.He also offers a case of sports drinks for each mattress sold.These are examples of trade-market sales promotion techniques in the form of: 

Payments in the form of slotting fees,cash allowances,and incentives are popular due to the power of __________.

Sales promotions can be used to disrupt competitors' marketing strategies.

Materials that are used in the retail setting to attract shoppers' attention to a product convey primary product benefits or highlight pricing information.They are referred to as Point-of-Purchase 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)Pretzels has provided a scratch card inside each packet of crisps.This is an example of a __________. 

In an era of cost cutting and shareholder scrutiny,companies are demanding ___________ across all functions,including marketing,advertising,and promotions.

Support media are used to introduce a new message beyond the one being delivered by other advertising vehicles,marketing plans,and promotional techniques.

Describe any five of the consumer-market sales promotion techniques.

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.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.This is known in the trade channel as a: 

Which of the following is a difference between advertising specialties and business gifts? 

Describe the various sampling techniques used in consumer-market sales promotion.

Which of the following are the three basic forms of sales promotion? 

One objective for promotions in the trade channel is to increase store traffic,which benefits both manufacturers and retailers.

The oldest form of advertising is the _________. 

Out-of-home media is just another name for a billboard,and billboards are the only form of out-of-home media.

The marketers at Kraft are considering a number of consumer-market sales promotion techniques.Which of the following sales promotion techniques would work best for Kraft Macaroni and Cheese? 

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)The marketers at General Mills have learned that along with Kellogg's and Quaker Oats,they often target the same customers with their advertising.This problem of customers receiving too many messages from too many firms has been addressed with sales promotion tactics featured in advertising such as coupons included in magazine ads,or rebate offers mentioned in TV commercials.This is an example of _________ driving growth in sales promotion.

Which of the following is true of Point-of-Purchase displays? 

Sales promotion is more oriented to techniques used to stimulate demand and attract attention in the consumer market.

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)The displays commissioned by Sounds Good need to be set up and maintained.Any record store that agrees to do this gets several copies of Planet Moon CDs and past releases from Sounds Good for free.This is known as a(n)_________.