Exam 19: Consumer Sales Promotion: Sampling and Couponing

Assume that you work in the marketing department for a manufacturer of gum.They have recently developed a brand of sugarless gum that keeps its flavor for an hour.The target market is teens.Discuss the various distribution methods used to deliver samples.Which do you recommend for this manufacturer?

Name and describe the types of rewards consumers receive when using sales promotions.

Instantly redeemable coupons (IRCs)are the dominant form of couponing.

One objective that can be achieved through consumer promotions is rewarding present customers for continuing to purchase the brand.

Sampling is effective because it provides consumers with an opportunity to personally experience a new brand.

Although the instant coupon is a minor form of couponing,it has emerged in recent years as an alternative to _____.

Surveys indicate that _____ American consumers use coupons at least on occasion.

Consumer promotions are capable of achieving which of the following sales-influencing objective? 

A number of online sites now distribute coupons,and 25 percent of all coupons are distributed through this medium.

The major advantage of direct-mailed coupons is that they are relatively inexpensive compared with other coupon-distribution methods.

In- or on-pack coupons would be a good promotion technique if the goal is to offer immediate reward and generate trial purchases.

Sampling is useful for reinforcing brand image by offering an immediate reward to consumers.

Social (group)coupons are a type of promotion that offers immediate consumer reward and encourages repeat purchases.

Manufacturers use sampling in their marcom programs in part to leverage trade support.

Sarah likes to save money using coupons.On one shopping trip,she used a coupon that allowed her to receive one dollar off of the purchase price of a 16 ounce container of body lotion.However,she purchased a 10 ounce container of this lotion,and the cashier did not notice the difference.This is an example of coupon _____.

Freestanding inserts account for the majority of all coupons distributed in the United States.