Exam 17: Promotions

Specialty advertising presents a brand's name on something that is given away as a reminder,such as a pen,cap,or mouse pad.

A temporary price reduction,sale price,or freebie is known as a ________.

A price deal is a temporary price reduction or a sale price.

Sales promotion is often the most effective strategy for increasing sales of a(n)________.

Local business owners are able to offer coupons to potential consumers through social sites such as Groupon.com and Foursquare.

Shoppers today are more brand loyal,so promotion incentives have to provide substantial incentives to encourage brand switching.

Which of the following types of incentives reward retailers by giving them the display after the promotion period is over?

The best measure of a successful trade promotion is whether ________.

Devon planned and implemented a promotion for Just Jeans,a trendy clothing store.The promotion was popular and brought in a significant number of new customers,but Just Jeans ended up losing money rather than making a profit through the promotion.In which of the following did Devon most likely make a mistake?

Clinique and other cosmetic counters at department stores frequently have gift-with-purchase promotions in which customers receive a nice cosmetics bag filled with lotions,make-up,and other items such as brushes and mirrors.For really nice gifts,customers have to pay a certain amount,such as $29.99,but they usually get a larger bag and several full-sized products that would cost considerably more if they had purchased them separately.What type of promotion is this,and why is it used?

Trade promotions are most important in which of the following types of strategies?

A beer manufacturer offered grocery stores an elaborate display to position near store entrances.The display included a picnic table,a gas barbeque,coolers to hold beer,and several lounge chairs.Larger stores even had a jet ski included in the display.For their efforts,the manager of each participating store could keep the items in the display.What type of incentive is this?

Which type of premium usually requires that a payment be mailed in along with some proof of purchase before the customer receives the premium?

The Internet is useful for sampling.

Which of the following are the two types of coupons?

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. -James was with his mother in the grocery store,and near the cheese section he saw that there was a cardboard display filled with little soccer balls.James saw them,grabbed one,and immediately started dribbling it down the aisles of the store.His mother looked more closely at the display and learned that the soccer ball was free with the purchase of two Kraft cheese products that were on the shelf nearby.What type of consumer promotion is this? What kind of trade promotion is this?

A manufacturer-designed display distributed to retailers who use it to call their customers' attention to product promotions is known as a spiff.

The goal of creating a payout plan is to produce promotions that increase ________.

Which of the following provide the consumer with more units of a product sold at a lower price than if they were bought at the single-unit price?

A manufacturer-designed display distributed to retailers who use it to call their customers' attention to product promotions is known as a ________.