Question 1

Consumers who respond to sales promotions receive various utilitarian and hedonic benefits.

Accepted Answer

A) True 
 B)False

Question 2

After calculating the profit per unit,what is the next step in calculating the ROI for a sampling investment?

Accepted Answer

A)  calculate the price elasticity 
B)  determine the total cost of sampling 
C)  conduct a sampling assessment 
D)  calculate the number of converters needed to break even 
E)  determine the effectiveness of the sampling 
A)  calculate the price elasticity 
B)  determine the total cost of sampling 
C)  conduct a sampling assessment 
D)  calculate the number of converters needed to break even 
E)  determine the effectiveness of the sampling

Question 3

Explain the circumstances when sampling is appropriate.

Accepted Answer

Ideal circumstance for sampling include:

Question 4

In-store sampling often fails to reach sufficient numbers of consumers to justify its expense.

Accepted Answer

A) True 
 B)False

Question 5

The Internet has become an increasingly important venue for conducting promotions.

Accepted Answer

A) True 
 B)False

Question 6

The three general categories of promotion objectives directed at influencing consumer behavior are generating purchase trial and retrial,encouraging repeat purchases,and reinforcing brand images.

Accepted Answer

A) True 
 B)False

Question 7

The vast majority of manufacturers use sampling as part of their marcom programs for purposes of generating trial or retrial and leveraging trade support.

Accepted Answer

A) True 
 B)False

Question 8

Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?

Accepted Answer

A)  on-pack coupon 
B)  in-pack coupon 
C)  online coupon 
D)  shelf-delivered coupon 
E)  instantly redeemable coupon 
A)  on-pack coupon 
B)  in-pack coupon 
C)  online coupon 
D)  shelf-delivered coupon 
E)  instantly redeemable coupon

Question 9

It is estimated that online sampling costs are _____ sampling in stores or at special events.

Accepted Answer

A)  three times greater than 
B)  two times greater than 
C)  three times less than 
D)  two times less than 
E)  the same as 
A)  three times greater than 
B)  two times greater than 
C)  three times less than 
D)  two times less than 
E)  the same as

Question 10

What method of coupon distribution has the lowest redemption rate?

Accepted Answer

A)  mobile phone 
B)  Internet (home printed) 
C)  Magazine (on page) 
D)  Freestanding insert (FSI) 
E)  Direct mail 
A)  mobile phone 
B)  Internet (home printed) 
C)  Magazine (on page) 
D)  Freestanding insert (FSI) 
E)  Direct mail

Question 11

What usually accounts for the highest amount in the full cost of a coupon?

Accepted Answer

A)  handling charge 
B)  redemption cost 
C)  internal preparation and processing cost 
D)  face value 
E)  consumer misredemption cost 
A)  handling charge 
B)  redemption cost 
C)  internal preparation and processing cost 
D)  face value 
E)  consumer misredemption cost

Question 12

Research indicates that there is some evidence that FSIs also perform a(n)_____ function.

Accepted Answer

A)  point-of-purchase 
B)  public relations 
C)  advocacy 
D)  advertising 
E)  personal selling 
A)  point-of-purchase 
B)  public relations 
C)  advocacy 
D)  advertising 
E)  personal selling

Question 13

What type of promotions might be employed by promotion agencies that emphasize online promotions?

Accepted Answer

A)  coupons 
B)  sweepstakes offers 
C)  free sample offerings 
D)  promotional games 
E)  All of these are correct. 
A)  coupons 
B)  sweepstakes offers 
C)  free sample offerings 
D)  promotional games 
E)  All of these are correct.

Question 14

Which of the following is NOT a general category of objectives for using promotions?

Accepted Answer

A)  generating trial 
B)  encouraging repeat purchasing 
C)  reinforcing brand image 
D)  encouraging utilitarian attitudes 
E)  All of these are correct. 
A)  generating trial 
B)  encouraging repeat purchasing 
C)  reinforcing brand image 
D)  encouraging utilitarian attitudes 
E)  All of these are correct.

Question 15

Which circumstance is NOT ideal for using sampling to encourage trial usage of a new or improved brand?

Accepted Answer

A)  The brand is either demonstrably superior to other brands or has distinct relative advantages. 
B)  The brand packaging is hard to distinguish from its competition. 
C)  Promotional budgets can afford to generate consumer trial quickly. 
D)  The product concept is so innovative that it is difficult to communicate by advertising alone. 
E)  All of these are correct. 
A)  The brand is either demonstrably superior to other brands or has distinct relative advantages. 
B)  The brand packaging is hard to distinguish from its competition. 
C)  Promotional budgets can afford to generate consumer trial quickly. 
D)  The product concept is so innovative that it is difficult to communicate by advertising alone. 
E)  All of these are correct.

Question 16

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.

Accepted Answer

A)  targeted sampling 
B)  exclusive sampling 
C)  creative distribution methods 
D)  mass distribution 
E)  demand sampling 
A)  targeted sampling 
B)  exclusive sampling 
C)  creative distribution methods 
D)  mass distribution 
E)  demand sampling

Question 17

Brand managers are increasingly distributing samples online.

Accepted Answer

A) True 
 B)False

Question 18

The practice of crossruffing occurs when a coupon for one brand is promoted by another brand.

Accepted Answer

A) True 
 B)False

Question 19

With respect to couponing,_____ act(s)on behalf of retail clients by consolidating coupons before forwarding them and maintaining controls by ensuring that their clients sold products legitimately in the amounts they submitted for redemption.

Accepted Answer

A)  clearinghouses 
B)  redemption centers 
C)  the Coupon Information Center (CI
C)  
D)  the Federal Trade Commission (FT
C)  
E)  the Securities and Exchange Commission (SE
C)  
A)  clearinghouses 
B)  redemption centers 
C)  the Coupon Information Center (CI
C)  
D)  the Federal Trade Commission (FT
C)  
E)  the Securities and Exchange Commission (SE
C)

Question 20

Which of the following is a problem with the use of in-store sampling?

Accepted Answer

A)  consumers are not receptive to them 
B)  not effective in generating trial 
C)  failure to reach sufficient numbers of consumers to justify its expense 
D)  inability to target effectively 
E)  limited creative possibilities 
A)  consumers are not receptive to them 
B)  not effective in generating trial 
C)  failure to reach sufficient numbers of consumers to justify its expense 
D)  inability to target effectively 
E)  limited creative possibilities

Exam 19: Consumer Sales Promotion: Sampling and Couponing

Consumers who respond to sales promotions receive various utilitarian and hedonic benefits.

After calculating the profit per unit,what is the next step in calculating the ROI for a sampling investment?

Explain the circumstances when sampling is appropriate.

In-store sampling often fails to reach sufficient numbers of consumers to justify its expense.

The Internet has become an increasingly important venue for conducting promotions.

The three general categories of promotion objectives directed at influencing consumer behavior are generating purchase trial and retrial,encouraging repeat purchases,and reinforcing brand images.

The vast majority of manufacturers use sampling as part of their marcom programs for purposes of generating trial or retrial and leveraging trade support.

Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?

It is estimated that online sampling costs are _____ sampling in stores or at special events.

What method of coupon distribution has the lowest redemption rate?

What usually accounts for the highest amount in the full cost of a coupon?

Research indicates that there is some evidence that FSIs also perform a(n)_____ function.

What type of promotions might be employed by promotion agencies that emphasize online promotions?

Which of the following is NOT a general category of objectives for using promotions?

Which circumstance is NOT ideal for using sampling to encourage trial usage of a new or improved brand?

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.

Brand managers are increasingly distributing samples online.

The practice of crossruffing occurs when a coupon for one brand is promoted by another brand.

With respect to couponing,_____ act(s)on behalf of retail clients by consolidating coupons before forwarding them and maintaining controls by ensuring that their clients sold products legitimately in the amounts they submitted for redemption.

Which of the following is a problem with the use of in-store sampling?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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