Question 1

What do Tide, Home Depot, Hot Wheels, Coca-Cola, Viagra, and DuPont all have in common?

Accepted Answer

A) They provide free samples. 
B) They all operate in undifferentiated markets. 
C) They all sponsor NASCAR racing teams. 
D) Each logo is associated with a primary color. 
E) none of the above 
A) They provide free samples. 
B) They all operate in undifferentiated markets. 
C) They all sponsor NASCAR racing teams. 
D) Each logo is associated with a primary color. 
E) none of the above

Question 2

Which of the following items was NOT listed in a survey as a primary reason to use specialties?

Accepted Answer

A) to use in conjunction with trade shows 
B) to skirt company policies prohibiting employees from accepting business gifts 
C) to build goodwill and enhance company image 
D) to create awareness for new products and services 
E) to promote customer retention and appreciation 
A) to use in conjunction with trade shows 
B) to skirt company policies prohibiting employees from accepting business gifts 
C) to build goodwill and enhance company image 
D) to create awareness for new products and services 
E) to promote customer retention and appreciation

Question 3

Any sweepstakes that requires a purchase by an entrant is illegal and considered:

Accepted Answer

A) a lottery. 
B) an added-value transaction. 
C) a transactional relationship. 
D) a "rub off." 
E) a contest. 
A) a lottery. 
B) an added-value transaction. 
C) a transactional relationship. 
D) a "rub off." 
E) a contest.

Question 4

Trade shows provide opportunities to do on-site market research as well as follow-ups in person or online.

Accepted Answer

A) True 
 B)False

Question 5

If, in your promotion strategy, you were concerned most about what competitors' attitudes toward your brand were, you would be looking at:

Accepted Answer

A) customer attitudes. 
B) customer buying attitudes. 
C) brand strategy. 
D) advertising strategy. 
E) trade environment. 
A) customer attitudes. 
B) customer buying attitudes. 
C) brand strategy. 
D) advertising strategy. 
E) trade environment.

Question 6

A sales promotion is more effective when its message is closely related to themes being used in the product's or service's advertising campaigns.

Accepted Answer

A) True 
 B)False

Question 7

When a company sponsors a musical concert or an art exhibit, for example, in hopes of increasing brand visibility and fostering goodwill for its products, it is engaged in ________.

Accepted Answer

The answer of When a company sponsors a musical concert...

Question 8

Which of the following was among tactics used by Kimberly-Clark to introduce people to a new type Kleenex tissue?

Accepted Answer

A) use of free-standing inserts 
B) use of direct mail 
C) use of upscale magazines 
D) give-aways at places where it was hard to find a Kleenex 
E) comparison tests 
A) use of free-standing inserts 
B) use of direct mail 
C) use of upscale magazines 
D) give-aways at places where it was hard to find a Kleenex 
E) comparison tests

Question 9

The philosophy behind sampling is that:

Accepted Answer

A) less is more. 
B) the product must sell itself. 
C) it's a form of prospect mining. 
D) it's all about pushing the experientials. 
E) manufacturers need to go only for venues. 
A) less is more. 
B) the product must sell itself. 
C) it's a form of prospect mining. 
D) it's all about pushing the experientials. 
E) manufacturers need to go only for venues.

Question 10

Which of the following is NOT one of the major sectors of the premium industry?

Accepted Answer

A) continuity 
B) in- or on-pack 
C) traffic-building 
D) indirect 
E) self-liquidating 
A) continuity 
B) in- or on-pack 
C) traffic-building 
D) indirect 
E) self-liquidating

Question 11

The method of promoting or introducing merchandise by distributing a miniature or full-size trial package of a product free (or at a reduced price)is called ________.

Accepted Answer

The answer of The method of promoting or introducing merchandise...

Question 12

Anything a manufacturer uses to reach wholesalers, retailers and company sales personnel is referred to as a(n)________.

Accepted Answer

The answer of Anything a manufacturer uses to reach wholesalers,...

Question 13

Primary purposes of co-op advertising, include all of the following EXCEPT:

Accepted Answer

A) to benefit retailers by helping them stretch their advertising budgets. 
B) to allow national manufacturers to build goodwill with retailers. 
C) to qualify national manufacturers for local advertising rates, especially in newspapers. 
D) to build better relationships with the media who strongly support the concept. 
E) to ensure that retailers pay at least 60 percent of local advertising costs. 
A) to benefit retailers by helping them stretch their advertising budgets. 
B) to allow national manufacturers to build goodwill with retailers. 
C) to qualify national manufacturers for local advertising rates, especially in newspapers. 
D) to build better relationships with the media who strongly support the concept. 
E) to ensure that retailers pay at least 60 percent of local advertising costs.

Question 14

What factors should you consider when developing a sales promotion strategy?

Accepted Answer

When developing a sales promotion strate

Question 15

The major difference between premiums and advertising specialties are that premiums are given with no obligation on the part of the recipient.

Accepted Answer

A) True 
 B)False

Question 16

Sales promotion programs, in a well-planned marketing strategy, should interact in a complementary way with:

Accepted Answer

A) public relations. 
B) packaging. 
C) advertising programs. 
D) direct-response. 
E) personal selling. 
A) public relations. 
B) packaging. 
C) advertising programs. 
D) direct-response. 
E) personal selling.

Question 17

Accounting for about half of the promotional budget, these are a type of promotion designed to encourage a company's sales force or retail outlets to push their products more aggressively.

Accepted Answer

A) consumer advertising 
B) consumer sales promotions 
C) media promotions 
D) sweepstakes promotions 
E) trade promotions 
A) consumer advertising 
B) consumer sales promotions 
C) media promotions 
D) sweepstakes promotions 
E) trade promotions

Question 18

By the 1960s, promotion firms began to transform themselves into:

Accepted Answer

A) full-service merchandising firms. 
B) full-service public relations firms. 
C) full-service marketing consultants. 
D) full-service branding firms. 
E) full-service boutique firms. 
A) full-service merchandising firms. 
B) full-service public relations firms. 
C) full-service marketing consultants. 
D) full-service branding firms. 
E) full-service boutique firms.

Question 19

Promotion is primarily used to accomplish results across two main categories-compare and contrast them.

Accepted Answer

Promotion is a key component of the mark

Question 20

Your company provides a component for another company's end product. If you want to bring attention to your role in the manufacturing of the product, you can participate in the co-op program called:

Accepted Answer

A) ingredient manufacturer co-op. 
B) manufacturer to wholesaler co-op. 
C) vendor programs. 
D) wholesaler to manufacturer advertising. 
E) internal-part advertising. 
A) ingredient manufacturer co-op. 
B) manufacturer to wholesaler co-op. 
C) vendor programs. 
D) wholesaler to manufacturer advertising. 
E) internal-part advertising.

Exam 14: Sales Promotion

What do Tide, Home Depot, Hot Wheels, Coca-Cola, Viagra, and DuPont all have in common?

Which of the following items was NOT listed in a survey as a primary reason to use specialties?

Any sweepstakes that requires a purchase by an entrant is illegal and considered:

Trade shows provide opportunities to do on-site market research as well as follow-ups in person or online.

If, in your promotion strategy, you were concerned most about what competitors' attitudes toward your brand were, you would be looking at:

A sales promotion is more effective when its message is closely related to themes being used in the product's or service's advertising campaigns.

When a company sponsors a musical concert or an art exhibit, for example, in hopes of increasing brand visibility and fostering goodwill for its products, it is engaged in ________.

Which of the following was among tactics used by Kimberly-Clark to introduce people to a new type Kleenex tissue?

The philosophy behind sampling is that:

Which of the following is NOT one of the major sectors of the premium industry?

The method of promoting or introducing merchandise by distributing a miniature or full-size trial package of a product free (or at a reduced price)is called ________.

Anything a manufacturer uses to reach wholesalers, retailers and company sales personnel is referred to as a(n)________.

Primary purposes of co-op advertising, include all of the following EXCEPT:

What factors should you consider when developing a sales promotion strategy?

The major difference between premiums and advertising specialties are that premiums are given with no obligation on the part of the recipient.

Sales promotion programs, in a well-planned marketing strategy, should interact in a complementary way with:

Accounting for about half of the promotional budget, these are a type of promotion designed to encourage a company's sales force or retail outlets to push their products more aggressively.

By the 1960s, promotion firms began to transform themselves into:

Promotion is primarily used to accomplish results across two main categories-compare and contrast them.

Your company provides a component for another company's end product. If you want to bring attention to your role in the manufacturing of the product, you can participate in the co-op program called:

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

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