Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

Price-off promotions are effective when the marketer's objective is to reward present brand users.

_____ premiums are less expensive because additional packaging is not required.

Every year,Dana enters the Pillsbury Bake-off.She submits a recipe that uses at least one Pillsbury baking product to a panel of judges.One hundred participants are invited to compete further by actually preparing their recipes for judges so that a grand prize winner can be selected,winning one million dollars.This is an example of which type of promotion? 

To increase sales of Mountain Pure bottled water,the company is considering using a price-off offer.Which of the following would NOT represent a reasonable objective for using this form of sales promotion? 

Achieving agreement is the first step in evaluating sales promotion ideas.

Promotional games are capable of creating excitement,stimulating brand interest,and reinforcing brand loyalty.

A rebate is the practice where manufacturers give cash discounts or reimbursements to consumers who submit proofs of purchase.

Which of the following can participate in rebate fraud by failing to fulfill them? 

No type of premium offer can serve to enhance a brand's image.

The toy inside of a box of breakfast cereal is an example of a(n)_____.

Which criterion cannot be measured objectively but involves a subjective assessment of whether a promotion has enhanced a brand's image or possibly detracted from it? 

Marble Slam Creamery is an ice cream shop that stamps a customer's card for each purchase.After five purchases,customers are given a free ice cream.What type of promotion is this? 

A free roadside kit given to a customer with the purchase of four tires is an example of a premium.

Lisa purchased socks at a department store and noticed a sign that stated she could get $5.00 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchases and a dated cash register receipt.This is an example of which type of promotion? 

Price-off promotions are also called cents-off.

Bonus packs are intended to encourage trial from consumers.

Games provide consumers with a(n)_____ reward and,for marketers,serve primarily to _____.

The major reason manufacturers are using rebates more now than ever is that many consumers never bother to redeem them.Thus,when using rebates,manufacturers get the best of both worlds-they stimulate consumer purchases of rebated items without having to pay out the rebated amount because most consumers do not undertake the effort to mail in rebate forms.Hence,rebates can be thought of as a form of _____.

Online sweepstakes and contests (along with online games)appeal to consumers and also further the interest of brands by ______.

Polk's Sausage wants to develop a promotion that will enhance and reinforce this brand's image.Name and describe consumer promotions that are appropriate for achieving this objective.