Exam 19: Consumer Sales Promotion: Sampling and Couponing

The amount paid to the consumer when he or she redeems the coupon at a retail checkout along with a purchase of the brand for which the coupon is offered is known as the _____.

Sampling should be used when a new or improved brand is demonstrably superior to other brands.

Retailers typically send coupons to ______ to sort and redeem them.

Creamy's mayonnaise,a regional brand,just recently began using Nielsen Catalina's Checkout Coupon scanner-delivered coupon program.Which of the following is true regarding this delivery mode in this instance? 

Promotions are capable of accomplishing more than a single objective.

Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the shelf that allowed him to get a coupon for a specific brand of cereal.Which type of point-of-purchase coupon is this? 

Describe the coupon redemption process and how misredemption can occur.

Retailers typically hire another company,called a clearinghouse,to sort and redeem coupons.

Mail- and media-delivered coupons delay reward but they also generate trial purchase behavior.

Every time McDonald's comes out with their Monopoly game,Nakita loves to participate.Even though she knows her chances of winning a million dollars are slim,she still finds it entertaining and fun.Which type of reward is Nakita receiving by participating in this sales promotion activity? 

Explain how to calculate the return on investment for a sampling investment.

Which type of couponing possesses considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon? 

Programs in which a service distributes coupons for a single company's multiple brands or brands from multiple companies are known as _____.

Which of the following is a step in calculating the ROI for a sampling investment? 

In the classification of consumer-oriented sales promotions (Table 19.1)the cell that represents "Immediate Reward" and "Reinforcing Brand Image" (cell 5)is empty.Explain why this is the case.

Mail-delivered coupons are generally used for _____.

It is now estimated that fraudulent coupon redemption is,on average,close to _____ percent.

Which of the following is a point-of-purchase form of coupon? 

Generally speaking,consumers are more responsive to _____ rewards.

The government in _____ limits the face value of coupons to 1 percent of the product's value.