Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

Which of the following questions should a manager ask when evaluating a new promotion idea? 

Which of the following is NOT a characteristic by which completed promotion programs can be judged? 

Bonus packs are sometimes used as an alternative to price-off deals.

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

Bonus packs provide consumers with a(n)_____ reward and,for manufacturers,primarily serve a _____ objective.

For which type of premium do consumers receive a free item from the sponsoring manufacturer in return for submitting a required number of proofs of purchase? 

Which of the following is a type of promotion used by retailers? 

Every year,retailers set up elaborate displays for Christmas merchandise.One retailer set up a display with several children's books for Christmas.One book offered a free ornament with the purchase of the book,and the ornaments were in a bin next to the book display.Consumers purchasing the book could also take an ornament.This is an example of a(n)_____.

Rebates for less than $20 are typically redeemed at the retail checkout.

For which type of promotion are winners determined purely on the basis of chance? 

_____ entail a reduction in a brand's regular price and are clearly labeled as such on the package.

Price-off labels may be used on new brands.

Tie-in promotions are cost-effective because the cost is shared among multiple brands.

The Federal Trade Commission states that _____.

Listerine mouth wash provided customers with a free 250ml bottle along with the purchase of a 1.7L bottle.This promotional offer would be categorized as a(n)_____.

Which of the following is a characteristic by which completed promotion programs can be judged? 

In promotion situations it is possible for brand managers to formally evaluate promotions,provided that the procedure for evaluating each criterion is ____.

Larkin Manufacturing wishes to reinforce their brand's image.It would be most effective for them to use _____.

_____ of a promotion represents the cost-per-unit moved.

Managers must be circumspect in choosing premium items that are compatible with the _____ and appropriate for the _____.