Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

Contests and sweepstakes are used primarily to enhance a brand's image.

The issue surrounding evaluating promotions is whether or not to even evaluate promotions.

_____ refers to two or more brands from the same company promoted in a single promotional effort.

_____ represents the total time and effort that went into the planning and execution of a promotion.

Which of the following is NOT a step in evaluating sales promotion ideas? 

A single sales promotion offer contained cents-off coupons for Bryan hot dogs,Heinz ketchup,French's mustard,and Sara Lee hot dog buns.This is an example of a(n)_____.

Retailers can't commit rebate fraud because a rebate occurs between manufacturers and consumers.

Price-off promotions create problems for retailers,causing them to dislike this type of promotion.

Assume that you are the marketing director for a computer parts manufacturer that wants to use rebates as a promotional tool.Explain what rebate fraud is and how you would possibly control this problem.

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

Self-liquidating premiums are paid for by the _____.

A local ice cream store has a new maze and children's jokes on their bags every month.The maze and jokes on the bag is an example of a(n)_____.

To promote sales and increase consumer awareness of good eating habits,a well-known cereal manufacturer included on the package an offer for a book entitled Good Eating and Lifetime Happiness.This book (a $9 value)could be obtained in exchange for only one proof-of-purchase along with $4.95 shipping and handling.What type of promotional tool is the company using? 

A greater percentage of consumers take advantage of free mail-in offer premiums than any other type of premium offer.

Sun Cosmetics is sponsoring a promotional campaign in which consumers who send in an entry form have the chance to win a trip to Hawaii or hundreds of lesser gifts.What type of promotional tool is being used here? 

The use of two or more sales promotion techniques in combination with one another is called an overlay.

Buick ran a contest that provided entrants with the opportunity to win a new Buick Lucerne.The ultimate purpose of the contest was to encourage people to visit Buick dealerships.Of the more than 500,000 entrants to the contest,3,000 agreed to take a test drive.This promotion generated a large number of potential Buick purchasers and also contributed to Buick's large and expanding _____.

Which of the following is an implementation problem associated with tie-in promotions? 

Which type of promotion do retailers use to encourage repeat purchasing from customers? 

Which of the following is a type of premium?