Exam 19: Consumer Sales Promotion: Sampling and Couponing

Individuals,or organizations of individuals,who either recruit the services of actual retailers to serve as conduits through which coupons are misredeemed,or operate phony businesses that exist solely for the purpose of redeeming huge quantities of illegal coupons are known as _____.

Kenner,Inc.manufactures paper products and has decided to offer coupons in freestanding inserts.What company could distribute these coupons for this manufacturer? 

The second step for calculating the return on investment for a sampling is _____.

Researchers have found that higher-value coupons signal higher prices to consumers.This is especially true when consumers are _____.

The Oak Grove High School marching band needed to raise money so that they could participate in the Rose Bowl parade on New Year's Day.Band members collected coupons from friends and family and sold them to a person that paid them 50 cents for every pound of coupons collected.This person then sent these coupons to a clearinghouse through a retailer that took a cut of the money that was reimbursed.Unbeknownst to the students and parents participating in this fundraiser,they were actually participants in coupon _____.

Which of the following parties can be involved in coupon misredemption? 

How is the new check-out coupon system offered by 12 Digit Marketing unique? 

Assume that you work in the marketing department for a company that manufactures dog food.Explain why you think the use of coupons would be effective and what can be done to maximize the redemption rate.

Which of the following statements is FALSE concerning in- and on-pack coupons? 

Since there are no promotion agencies per se,advertising agencies work with brand managers in formulating promotion strategies and implementing tactical programs.

Most consumers revert to their pre-coupon brand choice _____ after redeeming a competitive brand's coupon.

A problem with in- or on-package sampling is that it _____.

More coupons are distributed in the United States than elsewhere.

Which of the following is FALSE regarding mail-delivered coupons? 

A package coupon has _____ because an initial purchase may stimulate another purchase.

A manufacturer who want to encourage repeat purchases and offer the consumer an immediate reward might consider what type of promotion? 

What sampling problem is most closely associated with sampling through mail distribution? 

What is the final step in calculating the ROI for a sampling investment? 

While samples offer consumers an immediate reward,all types of coupons merely offer delayed rewards.

In the coupon redemption process,coupons go from the _______ to the retailer.