Exam 17: Promotions

Until the 1980s,promotion was the dominant tool in marketing communication.

The two general types of coupons are immediate and delayed.

When Kodak wanted to create excitement for its line of digital cameras,the company encouraged consumers to submit pictures electronically in the "Kodak Moments" promotion.Judges selected a grand prize winner to receive a vacation for four to Disney World,with several other lower-level winners receiving Kodak products.What type of consumer promotion was this?

Which of the following is an example of a sales promotion?

Companies undertake sponsorships to build brand associations and to increase the perceived value of the brand in consumers' minds.

Sales-force promotions include two general sets of promotional activities directed at salespeople: (1)activities that better prepare salespeople to do their jobs and (2)incentives that motivate salespeople to work harder.

Loyalty programs that require membership are popular with marketers because they also generate information for customer databases.

Rebate and refund mean basically the same thing.

Point-of-purchase displays are provided by ________ and used by ________.

________ involves manufacturers developing marketing communication programs with their main retail accounts,instead of for them.

Which of the following is a promotion designed specifically to increase customer retention?

________ presents the brand's name on something that is given away as a reminder.Examples include calendars,pens,T-shirts,mouse pads,and so forth.

________ are premiums,such as a free trip,that a manufacturer gives to a retailer for buying a certain amount of a product.

Which of the following is a general rule for how promotions should be designed?

When two companies come together to offer a product,the effort is called ________.

Melissa was in the grocery store to purchase lunch food and snacks for her family.She was in the cookie aisle and noticed small neon-colored signs attached to the shelf holding a brand she is interested in.The sign read "Was $3.59,now $2.89!" What type of consumer price deal is this?

Sales promotion not only targets consumers,but intermediaries and sales representatives as well.

How have loyalty programs become reward programs?

Louis is a food broker who calls on independently owned grocery stores in Louisiana and Mississippi.Part of his job is to assist grocers with product displays.Manufacturers provide information for him in the form of retailer kits.Describe this type of trade promotion.

In most cases,advertising is not needed to support promotions.