Exam 14: Sales Promotion

Transactional promotions focus on the long-term connection between marketer and consumer.

David Botsford, CEO of the Botsford Group, offers packaged-goods manufacturers five rules to help them gain the retail support they want for their products. List the five rules.

Which of the following companies uses its Web site to remind people about coupons?

When it comes to promotion strategy, in-depth situation analyses and strategy development can help determine the incentive needed, the type of promotion likely to have the greatest appeal, and the media required to reach the desired audience.

A special form of co-op is the ________ program that, unlike other forms of co-op, is usually initiated by large retailers, often in cooperation with local media.

One of the historical problems facing P-O-P advertising is:

Discuss the three key categories in a total promotion budget and what the long-term trend indicates will likely happen to them in terms of spending for promotion and advertising.

Event marketing is most effective when it involves a long-term relationship that offers advertisers the opportunity to develop a continuing relationship with a loyal audience.

Coupons are among the oldest form of sales promotion with FSIs being the primary means of delivery.

Which of the following is NOT a stage in relational promotional strategies?

Which product category was one of the first to successfully use sales promotion in the early nineteenth century?

Listed value-added promotional tactics include all of the following EXCEPT:

If you're trying to catch a glimpse of the evolution of the marketplace, look to the Yellow Pages and its subject headings that trace changes in consumer lifestyles.

What creative company placed spoons, cartoons, and rag dolls in their products as an incentive?

A recurring concern about the number of coupon promotions is the negative effect they have on the building of brand loyalty.

Which of the following would NOT be an objective for promotion in an environment where advertising works with it to contribute to overall marketing goals?

The organization that handles, organizes, and responds to requests for merchandise is referred to as a(n)________; they are often used in marketing to handle coupon processing, and contest and sweepstakes responses.

The main reason for the failure to fully use co-op is primarily a result of a lack of knowledge on the part of retailers as to how to use them or an unwillingness to meet the restrictions dictated by manufacturers.

Define sampling and discuss some of the growing areas of sampling.

________ tactics are related to the actual purchase of a product or service.