Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

Continuity promotions are referred to as loyalty programs.

Laurie received a free Hawaiian shirt from Tropicana Orange Juice by sending in ten proofs of purchases.What type of premium is this? 

The first step in evaluating sales promotion ideas is to _____.

Cash discounts given to consumers who submit proofs of purchase are known as _____.

Which of the following is a type of consumer-oriented promotion? 

One strength of promotions is that results can be measured to assess the success of a promotional program.Name and describe the five characteristics by which completed promotion programs can be judged.

For manufacturers,the Buy X,Get 1 Free form of premium serves the primary purpose of _____.

Free-with-purchase premiums are primarily designed to generate repeat purchases.

Compared with many other sales-promotion techniques,sweepstakes are relatively expensive.

Brian owns seven gourmet food stores.He has offered a coupon,a premium,and a sweepstake all in one single promotional effort.Brian has implemented a(n)_____.

A promotion program's _____ is the sum of the direct outlays invested in the promotion.

Free-with-purchase premiums are also called _____.

Which type of consumer promotion offers consumers an immediate reward with the objective of encouraging repeat purchases? 

As promotion manager for a candy bar manufacturer,your objective is to create a sales promotion that will provide consumers with an immediate reward while achieving a repeat purchase objective for your company.Which of the following would effectively serve these purposes? 

_____ are extra quantities of a product that a company gives to consumers at the regular price.

Premiums are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.

A perfume manufacturer will send you a new lotion that uses the perfume you like if you mail them a proof of purchase and $5.00.This is an example of a(n)_____.

The major objective of continuity promotions is to enhance the image of the brand.

_____ are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.

Self-liquidating offers usually require that the consumer mail in a stipulated number of proofs-of-purchase,along with sufficient money to cover the manufacturer's purchasing,handling,and mailing costs of the premium item.