Question 1

It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique.

Accepted Answer

A) True 
 B)False

Question 2

A regional office supply store wants to understand and serve its customers better and compete with nationwide giants.It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers.Which of the following forms of sales promotion would work best?

Accepted Answer

A)  Mail sampling 
B)  Self-liquidating premium 
C)  Rebate 
D)  Frequency programs 
A)  Mail sampling 
B)  Self-liquidating premium 
C)  Rebate 
D)  Frequency programs

Question 3

The primary role for consumer sales promotion is to:

Accepted Answer

A)  encourage long-term loyalty of a brand. 
B)  enhance the image of a brand. 
C)  elicit a purchase from a customer. 
D)  boost instant demand stimulation. 
A)  encourage long-term loyalty of a brand. 
B)  enhance the image of a brand. 
C)  elicit a purchase from a customer. 
D)  boost instant demand stimulation.

Question 4

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)Quads' customers need to mail them a form to receive 10% of their money back on purchases.This is an example of a ________.

Accepted Answer

A)  rebate 
B)  slotting fee 
C)  merchandise allowance 
D)  coupon 
A)  rebate 
B)  slotting fee 
C)  merchandise allowance 
D)  coupon

Question 5

Objectives for consumer-market sales promotion include stimulating a trial purchase,repeat purchases,larger purchases,or to introduce a new brand,service,or product.

Accepted Answer

A) True 
 B)False

Question 6

A risk of sales promotion is that it could create a price orientation.

Accepted Answer

A) True 
 B)False

Question 7

P-O-P displays have historically served several purposes for store owners.What do today's retailers increasingly expect P-O-P displays to do for them?

Accepted Answer

A)  To provide ambience and differentiate their store from others 
B)  To minimize the costs of creating displays for the store 
C)  To improve the orderliness and structure of the store environment 
D)  To reduce the number of sales personnel required 
A)  To provide ambience and differentiate their store from others 
B)  To minimize the costs of creating displays for the store 
C)  To improve the orderliness and structure of the store environment 
D)  To reduce the number of sales personnel required

Question 8

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)Music Mixers,a manufacturer of recording equipment,speakers,and microphones based in Baltimore,is a supplier for Sounds Good.The owners of Sounds Good have purchased most of their studio equipment from Music Mixers.Now,Music Mixers is running a promotion of its own.When the sales representative visits,he drops off two expensive leather jackets with a small Music Mixers logo on one sleeve.The jackets are considered ___________,and are part of a business-market sales promotion.

Accepted Answer

A)  advertising specialties 
B)  business gifts 
C)  premiums 
D)  merchandise allowances 
A)  advertising specialties 
B)  business gifts 
C)  premiums 
D)  merchandise allowances

Question 9

Which is a reason for growth in the use of sales promotion?

Accepted Answer

A)  Restriction of bill-back allowances 
B)  Less push money 
C)  Elimination of off-invoice allowances 
D)  Promotions are often measurable 
A)  Restriction of bill-back allowances 
B)  Less push money 
C)  Elimination of off-invoice allowances 
D)  Promotions are often measurable

Question 10

A trend in P-O-P advertising and displays is with _________.

Accepted Answer

A)  static signage 
B)  cart directories 
C)  interactive units 
D)  parking space advertising 
A)  static signage 
B)  cart directories 
C)  interactive units 
D)  parking space advertising

Question 11

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

Accepted Answer

A)  mail in the premium to get reimbursed. 
B)  pay most of the cost of the item received. 
C)  buy two other items at regular price. 
D)  guarantee a repeat purchase. 
A)  mail in the premium to get reimbursed. 
B)  pay most of the cost of the item received. 
C)  buy two other items at regular price. 
D)  guarantee a repeat purchase.

Question 12

Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities.This is especially true of:

Accepted Answer

A)  in-store sampling and door-to-door sampling. 
B)  price-off deals and rebates. 
C)  mail sampling and newspaper sampling. 
D)  sweepstakes and contests. 
A)  in-store sampling and door-to-door sampling. 
B)  price-off deals and rebates. 
C)  mail sampling and newspaper sampling. 
D)  sweepstakes and contests.

Question 13

A manufacturer helps a retailer by sharing the cost of local advertising.This allows the manufacturer to have some control over the process,and the retailer to advertise for a lower cost.They are taking part in a form of business-market sales promotion.

Accepted Answer

A) True 
 B)False

Question 14

A price-off deal offers a consumer cents or even dollars off merchandise at the P-O-P through specially market packages.

Accepted Answer

A) True 
 B)False

Question 15

Retailers often run trade promotions simultaneously along with consumer promotions.

Accepted Answer

A) True 
 B)False

Question 16

A VP of marketing wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers.He meets with associates,and they review the five main areas of promotion techniques aimed at business buyers.They are:

Accepted Answer

A)  trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs. 
B)  incentives, allowances, training programs, cooperative advertising, and sampling. 
C)  merchandise allowances, cash allowances, trade shows, training programs, and incentives. 
D)  premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising. 
A)  trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs. 
B)  incentives, allowances, training programs, cooperative advertising, and sampling. 
C)  merchandise allowances, cash allowances, trade shows, training programs, and incentives. 
D)  premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising.

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

A retailer is trying to target the "precision shopper," who expects extra value in every single purchase.Which of the following promotional techniques would best increase the value of a brand in a customer's mind?

Accepted Answer

A)  Bill-back allowances 
B)  Push money 
C)  Off-invoice allowance 
D)  Coupons 
A)  Bill-back allowances 
B)  Push money 
C)  Off-invoice allowance 
D)  Coupons

Question 19

What are the two main categories of Point-of-Purchase promotions? List and describe any five P-O-P formats available to retailers.

Accepted Answer

The two main categories of point-of-purc

Question 20

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.

Accepted Answer

A)  on-package 
B)  door-to-door 
C)  mail 
D)  in-store 
A)  on-package 
B)  door-to-door 
C)  mail 
D)  in-store

It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique.

A regional office supply store wants to understand and serve its customers better and compete with nationwide giants.It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers.Which of the following forms of sales promotion would work best?

The primary role for consumer sales promotion is to:

Objectives for consumer-market sales promotion include stimulating a trial purchase,repeat purchases,larger purchases,or to introduce a new brand,service,or product.

A risk of sales promotion is that it could create a price orientation.

P-O-P displays have historically served several purposes for store owners.What do today's retailers increasingly expect P-O-P displays to do for them?

Which is a reason for growth in the use of sales promotion?

A trend in P-O-P advertising and displays is with _________.

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

Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities.This is especially true of:

A manufacturer helps a retailer by sharing the cost of local advertising.This allows the manufacturer to have some control over the process,and the retailer to advertise for a lower cost.They are taking part in a form of business-market sales promotion.

A price-off deal offers a consumer cents or even dollars off merchandise at the P-O-P through specially market packages.

Retailers often run trade promotions simultaneously along with consumer promotions.

A VP of marketing wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers.He meets with associates,and they review the five main areas of promotion techniques aimed at business buyers.They are:

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

A retailer is trying to target the "precision shopper," who expects extra value in every single purchase.Which of the following promotional techniques would best increase the value of a brand in a customer's mind?

What are the two main categories of Point-of-Purchase promotions? List and describe any five P-O-P formats available to retailers.

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.

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

It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique.

A regional office supply store wants to understand and serve its customers better and compete with nationwide giants.It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers.Which of the following forms of sales promotion would work best?

The primary role for consumer sales promotion is to:

Objectives for consumer-market sales promotion include stimulating a trial purchase,repeat purchases,larger purchases,or to introduce a new brand,service,or product.

A risk of sales promotion is that it could create a price orientation.

P-O-P displays have historically served several purposes for store owners.What do today's retailers increasingly expect P-O-P displays to do for them?

Which is a reason for growth in the use of sales promotion?

A trend in P-O-P advertising and displays is with _________.

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

Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities.This is especially true of:

A manufacturer helps a retailer by sharing the cost of local advertising.This allows the manufacturer to have some control over the process,and the retailer to advertise for a lower cost.They are taking part in a form of business-market sales promotion.

A price-off deal offers a consumer cents or even dollars off merchandise at the P-O-P through specially market packages.

Retailers often run trade promotions simultaneously along with consumer promotions.

A VP of marketing wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers.He meets with associates,and they review the five main areas of promotion techniques aimed at business buyers.They are:

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

A retailer is trying to target the "precision shopper," who expects extra value in every single purchase.Which of the following promotional techniques would best increase the value of a brand in a customer's mind?

What are the two main categories of Point-of-Purchase promotions? List and describe any five P-O-P formats available to retailers.

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.

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