Exam 14: Sales Promotion

Trade incentives can be quite effective, but increasingly regulatory agencies are wondering about the ethics of some trade incentives because the sponsors do not provide full disclosure to consumers.

Today, co-op is a major category of trade promotion as well as a means of overcoming significant rate premiums charged to national advertisers, particularly by newspapers and sometimes by other media.

Premiums, one of the oldest and largest categories of sales promotion, usually involve programs in which merchandise such as writing instruments, calendars, and clothing is given to customers in exchange for a purchase or some other action.

Today, most marketers recognize that sales promotions must be carefully designed to avoid:

Growing areas of sampling include all of the following EXCEPT:

The term used for the digital insertion of computer-generated advertising into a completed movie or television show or superimposed on a live video feed is:

Merchandising, dealer promotion, and trade promotion are all names for one of the three categories in a total promotion budget.

Discuss some of the major advantages of point-of-purchase advertising.

Among the oldest forms of sales promotion as well as the most pervasive category within the promotion industry are:

One category you would NOT find in a total promotion budget is:

Using P-O-P displays offers all of the following advantages EXCEPT:

A primary advantage of a self-liquidating offer is:

If, in your promotion strategy, you were concerned most about weather and raw materials, you would be looking at:

Traditionally, the major marketers of contests and sweepstakes include:

Discuss the importance of event marketing and how it affects corporate brands and consumers.

Trade incentives are a category of sales promotions that can include incentives directed all of the following EXCEPT:

Each year, the percentage of the public who enter either a sweepstakes or contest is:

If not executed properly, sales promotion can damage brand equity by replacing the image of a product with price competition.

The difference between a sweepstakes and a contest is that a contest is based solely on chance.

To be effective in sales promotion, you must remember that one basic function is to inform, while the other is to: