Exam 17: Promotions

Print ads that are ready to be sent to the local print media as soon as the retailer or dealer adds identification,location,promotion prices,or other information are known as ________.

Name and describe the five types of trade promotions.

Frequent flyer programs are the model for ________.

Which of the following is NOT a type of direct premium?

Which of the following most accurately describes an objective of advertising?

Response rates and redemption rates are used to evaluate the effectiveness of promotional programs.

Gucci allows manufacturers of complementary products to use its brand identity on their products.What is this called,and why does Gucci do this?

Refer to the passage below to answer the questions that follow. Kraft is known for its cheese products, but the company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products sold in grocery stores. A large portion of Kraft's marketing communication budget is spent on incentives such as sales contests and retail kits. -What is the most likely objective of Kraft's trade promotion activities?

Advertising is often more effective than sales promotion for increasing sales of a parity product when the products in the category are largely undifferentiated.

Refer to the passage below to answer the questions that follow. Everyone knows McDonald's, the worldwide fast food chain. McDonald's has used consumer promotions for years. Restaurants offer a kids' Happy Meal that always includes a toy, and oftentimes the package itself is a promotion, such as pumpkin buckets at Halloween. McDonald's has also used a promotion patterned after the popular Monopoly game, in which everyone wins something small, like a soft drink or french fries, but one participant could win $1 million dollars. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program that will give consumers one free Happy Meal for every 10 they purchase. -What type of premium is the Happy Meals pumpkin bucket?

In comparison to sales promotion,advertising is usually viewed as a longer term investment.

The objective of point-of-purchase promotions is long-term sales rather than short-term sales spikes.

Sampling is generally most effective when reinforced on the spot with a ________.

Which of the following is a common consumer price deal?

What type of sales promotion would benefit a political candidate the most?

One disadvantage of promotions is that,although they can help introduce a new product and create brand awareness,they cannot create an immediate consumer response.

________ is a contractual arrangement between the manufacturer and the resellers,in which the manufacturer agrees to pay a part or all of the advertising expenses incurred by the resellers.

Promotions add tangible value to the good or service and can contribute greatly to the profitability of the brand.

________ contain materials that support retailers' selling efforts or that help representatives make sales calls on prospective retailing customers.

Bob watched the Cadillac Golf Classic last weekend on television.Name and describe the type of promotion and explain why companies use this kind of promotion.