Question 1

Momentum, a global promotion company, says it uses core disciplines such as event marketing, promotional and retail marketing, and sponsorships to:

Accepted Answer

A) build brand recognition. 
B) move "brands into hands." 
C) introduce new products. 
D) build market share. 
E) create a compelling sales stimulus. 
A) build brand recognition. 
B) move "brands into hands." 
C) introduce new products. 
D) build market share. 
E) create a compelling sales stimulus.

Question 2

In choosing a specialty item, it is important that the item have some logical relationship to both the target market and the product or service being promoted.

Accepted Answer

A) True 
 B)False

Question 3

Distinguish advertising from sales promotion, and briefly describe how they are effectively used in marketing.

Accepted Answer

Advertising and sales promotion are both

Question 4

These computer-inserted brand messages that are not seen and don't even actually exist, for example, in a televised sports event, are the result of a technique called ________.

Accepted Answer

The answer of These computer-inserted brand messages that are not...

Question 5

Promotions work best when the objectives are based on short-term sales increases.

Accepted Answer

A) True 
 B)False

Question 6

Match between columns
                        Premises: A type of sales promotion directed to wholesalers or retailers; the most common type are promotional allowances.
To reduce coupon redemption fraud, the industry is working with this and other techniques to address the problem.
Loss leaders, money-off coupons, and price rollbacks are effective examples of this.
Nearly 90 percent of users of this medium make a purchase; it's one of the most cost-efficient methods to reach serious prospects that are in the mood to purchase.
The most preferred method of coupon distribution, it's usually included in Sunday newspapers.
Sales activities that supplement both personal selling and marketing, coordinate the two, and help to make them effective; also, the combination of personal selling, advertising, and all supplementary selling activities.
A form of co-op fraud where retailers pay one price to the medium and bill the manufacturer for a higher price by using a phony invoice.
If this is required in a sweepstakes, it makes the sweepstakes a lottery and it is illegal.
Commercial relationships involving films, television shows and even cartoon characters.
Unlike a premium, these are imprinted with the advertiser's name and logo and are given away without any obligation for the recipient.
A type of promotion where prizewinners are determined based on chance alone and it's illegal to require participants to purchase something in order to enter.
They were among the first executives to offer coupons or price reductions.
One of the oldest types of advertising, it allows a brand to gain from an association with a celebrity through a product endorsement.
One of the basic functions of effective sales promotion.
This sales promotion was so effective that the company stopped producing its product and began marketing the premium as collectibles.

Accepted Answer

The Answer of Topps bubblegum baseball cards and double billing is...

Question 7

The biggest beneficiaries of licensing agreements are:

Accepted Answer

A) movies. 
B) fast-food companies. 
C) toy manufacturers. 
D) cartoon characters. 
E) corporate mascots. 
A) movies. 
B) fast-food companies. 
C) toy manufacturers. 
D) cartoon characters. 
E) corporate mascots.

Question 8

Which of the following is the most preferred form of coupon distribution?

Accepted Answer

A) FSI 
B) instant redeemable 
C) handout co-op 
D) the Internet 
E) the cash register 
A) FSI 
B) instant redeemable 
C) handout co-op 
D) the Internet 
E) the cash register

Question 9

Sweepstakes that require consideration are usually illegal.

Accepted Answer

A) True 
 B)False

Question 10

The regulation that is likely having an effect on marketers who use sweepstakes because of its provision for a national opt-out list is the:

Accepted Answer

A) Consumer Protection Act. 
B) Deceptive Mail Prevention and Enforcement Act. 
C) National Contests and Sweepstakes Act. 
D) Special Advertising Mail Act. 
E) CAN-SPAM Act. 
A) Consumer Protection Act. 
B) Deceptive Mail Prevention and Enforcement Act. 
C) National Contests and Sweepstakes Act. 
D) Special Advertising Mail Act. 
E) CAN-SPAM Act.

Question 11

P-O-P is ideal for retail environments where 60 percent of consumer purchasers are unplanned.

Accepted Answer

A) True 
 B)False

Question 12

Which is NOT included in the discussion of the three basic approaches to product associations and tie-ins?

Accepted Answer

A) vendor co-ops 
B) staged promotions 
C) product licensing 
D) event marketing 
E) event sponsorship 
A) vendor co-ops 
B) staged promotions 
C) product licensing 
D) event marketing 
E) event sponsorship

Question 13

The stage in relationship branding cycle that is most conducive to promotional activation is called ________.

Accepted Answer

The answer of The stage in relationship branding cycle that...

Question 14

What is the average value of the offer per coupon?

Accepted Answer

A) 50 cents 
B) 99 cents 
C) $1.28 
D) $1.36 
E) $1.50 
A) 50 cents 
B) 99 cents 
C) $1.28 
D) $1.36 
E) $1.50

Question 15

In a total promotion budget, the long-term trend is that almost half of the dollars allocated go to consumer advertising and only about 25 percent goes to both trade promotions and consumer sales promotions.

Accepted Answer

A) True 
 B)False

Question 16

Vendor programs are a special type of co-op, initiated by and customized by retailers in which manufacturers are approached to pay all or a share of the program.

Accepted Answer

A) True 
 B)False

Question 17

The key to successful marketing communication is determining the purposes and objectives of advertising, sales promotion, and other components and how best to coordinate and integrate these objectives.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a type of co-op fraud?

Accepted Answer

A) applying co-op dollars to more than one medium 
B) double booking ads 
C) retailers billing manufacturers for ads that run beyond the period agreed upon for the program 
D) double billing 
E) asking the media for the placement incentive fee 
A) applying co-op dollars to more than one medium 
B) double booking ads 
C) retailers billing manufacturers for ads that run beyond the period agreed upon for the program 
D) double billing 
E) asking the media for the placement incentive fee

Question 19

What has been the coupon redemption rate for many years?

Accepted Answer

A) 0.39 percent 
B) 0.93 percent 
C) 2.6 percent 
D) 9.33 percent 
E) 39.3 percent 
A) 0.39 percent 
B) 0.93 percent 
C) 2.6 percent 
D) 9.33 percent 
E) 39.3 percent

Question 20

In a total promotion budget, what some refer to as sales promotion or promotion can also be called ________, and it is one of three categories in such a budget.

Accepted Answer

The answer of In a total promotion budget, what some...

Exam 14: Sales Promotion

Momentum, a global promotion company, says it uses core disciplines such as event marketing, promotional and retail marketing, and sponsorships to:

In choosing a specialty item, it is important that the item have some logical relationship to both the target market and the product or service being promoted.

Distinguish advertising from sales promotion, and briefly describe how they are effectively used in marketing.

These computer-inserted brand messages that are not seen and don't even actually exist, for example, in a televised sports event, are the result of a technique called ________.

Promotions work best when the objectives are based on short-term sales increases.

The biggest beneficiaries of licensing agreements are:

Which of the following is the most preferred form of coupon distribution?

Sweepstakes that require consideration are usually illegal.

The regulation that is likely having an effect on marketers who use sweepstakes because of its provision for a national opt-out list is the:

P-O-P is ideal for retail environments where 60 percent of consumer purchasers are unplanned.

Which is NOT included in the discussion of the three basic approaches to product associations and tie-ins?

The stage in relationship branding cycle that is most conducive to promotional activation is called ________.

What is the average value of the offer per coupon?

In a total promotion budget, the long-term trend is that almost half of the dollars allocated go to consumer advertising and only about 25 percent goes to both trade promotions and consumer sales promotions.

Vendor programs are a special type of co-op, initiated by and customized by retailers in which manufacturers are approached to pay all or a share of the program.

The key to successful marketing communication is determining the purposes and objectives of advertising, sales promotion, and other components and how best to coordinate and integrate these objectives.

Which of the following is a type of co-op fraud?

What has been the coupon redemption rate for many years?

In a total promotion budget, what some refer to as sales promotion or promotion can also be called ________, and it is one of three categories in such a budget.

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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