Question 1

Which of the following provide the consumer with something extra through the package itself?

Accepted Answer

A)  prize-pack deals 
B)  cents-off deals 
C)  samples 
D)  self-liquidator premiums 
E)  coupons 
A)  prize-pack deals 
B)  cents-off deals 
C)  samples 
D)  self-liquidator premiums 
E)  coupons

Question 2

Which consumer sales promotion is a marketer's offer to return a certain amount of money to the consumer who purchases the product?

Accepted Answer

A)  rebate 
B)  sample 
C)  coupon 
D)  premium 
E)  self-liquidating 
A)  rebate 
B)  sample 
C)  coupon 
D)  premium 
E)  self-liquidating

Question 3

Trade buyers would most likely have the opportunity to sample products and view product demonstrations at a ________.

Accepted Answer

A)  dealer loader 
B)  sponsored event 
C)  trade show 
D)  point-of-purchase display 
E)  cross promotion event 
A)  dealer loader 
B)  sponsored event 
C)  trade show 
D)  point-of-purchase display 
E)  cross promotion event

Question 4

Which of the following is a type of freebie given away to people who attend special events,such as award ceremonies?

Accepted Answer

A)  sample 
B)  rebate 
C)  swag 
D)  banded pack 
E)  bonus pack 
A)  sample 
B)  rebate 
C)  swag 
D)  banded pack 
E)  bonus pack

Question 5

Manufacturers may offer a(n)________ allowance in return for the retailer's agreement to feature the manufacturer's products in its advertising.

Accepted Answer

A)  display 
B)  advertising 
C)  promotion 
D)  buying 
E)  loader 
A)  display 
B)  advertising 
C)  promotion 
D)  buying 
E)  loader

Question 6

Promotions are typically LEAST effective at which of the following?

Accepted Answer

A)  creating immediate sales 
B)  reinforcing brand image 
C)  building brand awareness 
D)  changing negative brand attitudes 
E)  generating product trial 
A)  creating immediate sales 
B)  reinforcing brand image 
C)  building brand awareness 
D)  changing negative brand attitudes 
E)  generating product trial

Question 7

Which of the following is a type of trade promotion?

Accepted Answer

A)  refund 
B)  premium 
C)  point-of-purchase display 
D)  sampling 
E)  rebate 
A)  refund 
B)  premium 
C)  point-of-purchase display 
D)  sampling 
E)  rebate

Question 8

________ coupons can be redeemed only at the specified retail outlet,and ________ coupons can be redeemed at any outlet distributing the product.

Accepted Answer

A)  Retailer-sponsored; manufacturer-sponsored 
B)  Manufacturer-sponsored; retailer-sponsored 
C)  Refund; rebate 
D)  Rebate; refund 
E)  Immediate; delayed 
A)  Retailer-sponsored; manufacturer-sponsored 
B)  Manufacturer-sponsored; retailer-sponsored 
C)  Refund; rebate 
D)  Rebate; refund 
E)  Immediate; delayed

Question 9

The ________ rate measures the rate at which people use coupons,refunds,or rebates offered in a promotion.

Accepted Answer

A)  parity 
B)  conversion 
C)  retail 
D)  trade 
E)  redemption 
A)  parity 
B)  conversion 
C)  retail 
D)  trade 
E)  redemption

Question 10

What are the two general types of premiums?

Accepted Answer

A)  direct and mail 
B)  free and self-liquidator 
C)  immediate and delayed 
D)  direct and indirect 
E)  retailer-sponsored and manufacturer-sponsored 
A)  direct and mail 
B)  free and self-liquidator 
C)  immediate and delayed 
D)  direct and indirect 
E)  retailer-sponsored and manufacturer-sponsored

Question 11

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 partnership program does McDonald's enter into when its promotions are related to movies?

Accepted Answer

A)  co-marketing 
B)  co-branding 
C)  specialty 
D)  cross promotion 
E)  loyalty program 
A)  co-marketing 
B)  co-branding 
C)  specialty 
D)  cross promotion 
E)  loyalty program

Question 12

________ occurs when companies support an event either financially or by donating supplies and services.

Accepted Answer

A)  Ambush marketing 
B)  Sponsorship 
C)  Co-marketing 
D)  Co-branding 
E)  Tie-in marketing 
A)  Ambush marketing 
B)  Sponsorship 
C)  Co-marketing 
D)  Co-branding 
E)  Tie-in marketing

Question 13

Which of the following is NOT a type of consumer promotion?

Accepted Answer

A)  price deals 
B)  sampling 
C)  trade deals 
D)  sweepstakes 
E)  premiums 
A)  price deals 
B)  sampling 
C)  trade deals 
D)  sweepstakes 
E)  premiums

Question 14

What is the difference between a push strategy and a pull strategy? How do these two strategies work together?

Accepted Answer

Advertising,consumer promotion,and publi

Question 15

Which of the following is NOT an objective of consumer promotions such as coupons?

Accepted Answer

A)  generate awareness 
B)  generate trial 
C)  maintain or increase market share 
D)  remind consumers about the brand 
E)  increase profit margins 
A)  generate awareness 
B)  generate trial 
C)  maintain or increase market share 
D)  remind consumers about the brand 
E)  increase profit margins

Question 16

Tie-ins are successful because brands can leverage similar strengths to achieve a bigger impact in the marketplace.

Accepted Answer

A) True 
 B)False

Question 17

A ________ is a type of sweepstakes with a longer time frame.

Accepted Answer

A)  game 
B)  contest 
C)  premium 
D)  swag 
E)  specialty 
A)  game 
B)  contest 
C)  premium 
D)  swag 
E)  specialty

Question 18

Sales promotion is primarily designed to motivate people to act by offering incentives.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is NOT an objective of frequency programs?

Accepted Answer

A)  Increase customer retention. 
B)  Reward customers for their patronage. 
C)  Increase the purchase levels of current customers. 
D)  Generate information for customer databases. 
E)  Attract new customers to replace unprofitable current customers. 
A)  Increase customer retention. 
B)  Reward customers for their patronage. 
C)  Increase the purchase levels of current customers. 
D)  Generate information for customer databases. 
E)  Attract new customers to replace unprofitable current customers.

Question 20

Nike was not a sponsor of the Olympics,but during a summer Olympics,Nike ran a "Bronze,Silver,and Gold" promotion while the games were occurring.Name and describe this marketing activity.

Accepted Answer

Ambush marketing is the term g

Which of the following provide the consumer with something extra through the package itself?

Which consumer sales promotion is a marketer's offer to return a certain amount of money to the consumer who purchases the product?

Trade buyers would most likely have the opportunity to sample products and view product demonstrations at a ________.

Which of the following is a type of freebie given away to people who attend special events,such as award ceremonies?

Manufacturers may offer a(n)________ allowance in return for the retailer's agreement to feature the manufacturer's products in its advertising.

Promotions are typically LEAST effective at which of the following?

Which of the following is a type of trade promotion?

coupons can be redeemed only at the specified retail outlet,and coupons can be redeemed at any outlet distributing the product.

The ________ rate measures the rate at which people use coupons,refunds,or rebates offered in a promotion.

What are the two general types of premiums?

________ occurs when companies support an event either financially or by donating supplies and services.

Which of the following is NOT a type of consumer promotion?

What is the difference between a push strategy and a pull strategy? How do these two strategies work together?

Which of the following is NOT an objective of consumer promotions such as coupons?

Tie-ins are successful because brands can leverage similar strengths to achieve a bigger impact in the marketplace.

A ________ is a type of sweepstakes with a longer time frame.

Sales promotion is primarily designed to motivate people to act by offering incentives.

Which of the following is NOT an objective of frequency programs?

Nike was not a sponsor of the Olympics,but during a summer Olympics,Nike ran a "Bronze,Silver,and Gold" promotion while the games were occurring.Name and describe this marketing activity.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 17: Promotions

Which of the following provide the consumer with something extra through the package itself?

Which consumer sales promotion is a marketer's offer to return a certain amount of money to the consumer who purchases the product?

Trade buyers would most likely have the opportunity to sample products and view product demonstrations at a ________.

Which of the following is a type of freebie given away to people who attend special events,such as award ceremonies?

Manufacturers may offer a(n)________ allowance in return for the retailer's agreement to feature the manufacturer's products in its advertising.

Promotions are typically LEAST effective at which of the following?

Which of the following is a type of trade promotion?

________ coupons can be redeemed only at the specified retail outlet,and ________ coupons can be redeemed at any outlet distributing the product.

The ________ rate measures the rate at which people use coupons,refunds,or rebates offered in a promotion.

What are the two general types of premiums?

________ occurs when companies support an event either financially or by donating supplies and services.

Which of the following is NOT a type of consumer promotion?

What is the difference between a push strategy and a pull strategy? How do these two strategies work together?

Which of the following is NOT an objective of consumer promotions such as coupons?

Tie-ins are successful because brands can leverage similar strengths to achieve a bigger impact in the marketplace.

A ________ is a type of sweepstakes with a longer time frame.

Sales promotion is primarily designed to motivate people to act by offering incentives.

Which of the following is NOT an objective of frequency programs?

Nike was not a sponsor of the Olympics,but during a summer Olympics,Nike ran a "Bronze,Silver,and Gold" promotion while the games were occurring.Name and describe this marketing activity.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

coupons can be redeemed only at the specified retail outlet,and coupons can be redeemed at any outlet distributing the product.