Question 1

Major package goods companies are experimenting with coupon offers to mobile phone users.This is an example of _____ couponing.

Accepted Answer

A)  internet 
B)  web-generated 
C)  wireless 
D)  direct technology 
E)  paperless 
A)  internet 
B)  web-generated 
C)  wireless 
D)  direct technology 
E)  paperless

Question 2

Most consumers revert to their pre-coupon brand choice _____ after redeeming a competitive brand's coupon.

Accepted Answer

A)  immediately 
B)  within two weeks 
C)  within three weeks 
D)  within one month 
E)  within two months 
A)  immediately 
B)  within two weeks 
C)  within three weeks 
D)  within one month 
E)  within two months

Question 3

Assume that you work in the marketing department for a company that manufactures dog food.Explain why you think the use of coupons would be effective and what can be done to maximize the redemption rate.

Accepted Answer

As can be seen in Table 19.1,several dif

Question 4

Promotion alone can create a successful product.

Accepted Answer

A) True 
 B)False

Question 5

All promotion techniques provide consumers with _____ that encourage(s)certain forms of behavior.

Accepted Answer

A)  rewards 
B)  monetary savings 
C)  a need for stimulation 
D)  reinforcement of hedonistic attitudes 
E)  reinforcement of utilitarian attitudes 
A)  rewards 
B)  monetary savings 
C)  a need for stimulation 
D)  reinforcement of hedonistic attitudes 
E)  reinforcement of utilitarian attitudes

Question 6

Val-Pak Direct Marketing Systems _____.

Accepted Answer

A)  measures the effectiveness of newspaper advertisements 
B)  manufactures point-of-purchase displays 
C)  distributes free standing insert coupons 
D)  is an advertising agency 
E)  is a cooperative program for distributing coupons via direct mail 
A)  measures the effectiveness of newspaper advertisements 
B)  manufactures point-of-purchase displays 
C)  distributes free standing insert coupons 
D)  is an advertising agency 
E)  is a cooperative program for distributing coupons via direct mail

Question 7

Which of the following is a point-of-purchase form of coupon?

Accepted Answer

A)  FSI coupon 
B)  instantly redeemable coupon 
C)  in-pack coupon 
D)  on-pack coupon 
E)  online coupon 
A)  FSI coupon 
B)  instantly redeemable coupon 
C)  in-pack coupon 
D)  on-pack coupon 
E)  online coupon

Question 8

The major method for distributing coupons in the United States is _____.

Accepted Answer

A)  free standing inserts 
B)  scanner-delivered 
C)  mail-delivered 
D)  media-delivered 
E)  in-pack 
A)  free standing inserts 
B)  scanner-delivered 
C)  mail-delivered 
D)  media-delivered 
E)  in-pack

Question 9

Which type of coupons achieve the highest household penetration?

Accepted Answer

A)  point-of-purchase coupons 
B)  mail-delivered coupons 
C)  newspaper-delivered coupons 
D)  on-pack coupons 
E)  online coupons 
A)  point-of-purchase coupons 
B)  mail-delivered coupons 
C)  newspaper-delivered coupons 
D)  on-pack coupons 
E)  online coupons

Question 10

Carl grabbed a bag of chips and salsa at a convenience store and noticed a coupon attached to the bag of chips allowing him to get 50 cents off the purchase price.Which type of reward did Carl get?

Accepted Answer

A)  delayed 
B)  hedonic 
C)  unconditional 
D)  informational 
E)  immediate 
A)  delayed 
B)  hedonic 
C)  unconditional 
D)  informational 
E)  immediate

Question 11

In general,consumers are more responsive to delayed rewards because they are usually larger than immediate rewards.

Accepted Answer

A) True 
 B)False

Question 12

_____ are the starting points for all consumer promotions decisions.

Accepted Answer

A)  Budget considerations and consumer research 
B)  Message and media choices 
C)  Product or service features 
D)  Price and distribution strategies 
E)  Target marketing and brand positioning 
A)  Budget considerations and consumer research 
B)  Message and media choices 
C)  Product or service features 
D)  Price and distribution strategies 
E)  Target marketing and brand positioning

Question 13

Mail-delivered coupons are generally used for _____.

Accepted Answer

A)  luxury products 
B)  products in the growth stage of the product life cycle 
C)  introducing new or improved products 
D)  products in the maturity stage of the product life cycle 
E)  services 
A)  luxury products 
B)  products in the growth stage of the product life cycle 
C)  introducing new or improved products 
D)  products in the maturity stage of the product life cycle 
E)  services

Question 14

Which of the following parties can be involved in coupon misredemption?

Accepted Answer

A)  consumers 
B)  store clerks 
C)  store management 
D)  clearinghouses 
E)  All of these are correct. 
A)  consumers 
B)  store clerks 
C)  store management 
D)  clearinghouses 
E)  All of these are correct.

Question 15

Which of the following is a distribution method used to deliver samples?

Accepted Answer

A)  direct mail 
B)  newspapers and magazines 
C)  in-store 
D)  high-traffic locations and events 
E)  All of these are correct. 
A)  direct mail 
B)  newspapers and magazines 
C)  in-store 
D)  high-traffic locations and events 
E)  All of these are correct.

Question 16

Which of the following is a major form of couponing activity?

Accepted Answer

A)  point-of-purchase coupons 
B)  mail- and media-delivered coupons 
C)  in- and on-pack coupons 
D)  online coupons 
E)  All of these are correct. 
A)  point-of-purchase coupons 
B)  mail- and media-delivered coupons 
C)  in- and on-pack coupons 
D)  online coupons 
E)  All of these are correct.

Question 17

Only a small amount of couponing occurs in France because ____.

Accepted Answer

A)  the government limits the face value of coupons to 1 percent of the product's value 
B)  the few chains that control the retail grocery market generally oppose couponing 
C)  the people are generally opposed to the idea of couponing 
D)  everyday low pricing is very widespread 
E)  prices are already reduced due to fierce competition 
A)  the government limits the face value of coupons to 1 percent of the product's value 
B)  the few chains that control the retail grocery market generally oppose couponing 
C)  the people are generally opposed to the idea of couponing 
D)  everyday low pricing is very widespread 
E)  prices are already reduced due to fierce competition

Question 18

Kenner,Inc.manufactures paper products and has decided to offer coupons in free standing inserts.What company could distribute these coupons for this manufacturer?

Accepted Answer

A)  Simmons Market Research Bureau 
B)  Arbitron 
C)  Statistical Research, Inc. 
D)  Valassis Inserts 
E)  Val-Pak Inserts 
A)  Simmons Market Research Bureau 
B)  Arbitron 
C)  Statistical Research, Inc. 
D)  Valassis Inserts 
E)  Val-Pak Inserts

Question 19

Which of the following is a problem with the use of sampling?

Accepted Answer

A)  consumers are not receptive to them 
B)  not effective in generating trial 
C)  in-store sampling often fails to reach sufficient numbers of consumers to justify its expense 
D)  inability to target effectively 
E)  limited creative possibilities 
A)  consumers are not receptive to them 
B)  not effective in generating trial 
C)  in-store sampling often fails to reach sufficient numbers of consumers to justify its expense 
D)  inability to target effectively 
E)  limited creative possibilities

Question 20

Which type of couponing possesses considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon?

Accepted Answer

A)  point-of-purchase coupons 
B)  online coupons 
C)  in-pack coupons 
D)  on-pack coupons 
E)  FSI coupons 
A)  point-of-purchase coupons 
B)  online coupons 
C)  in-pack coupons 
D)  on-pack coupons 
E)  FSI coupons

Exam 19: Consumer Sales Promotion: Sampling and Couponing

Major package goods companies are experimenting with coupon offers to mobile phone users.This is an example of _____ couponing.

Most consumers revert to their pre-coupon brand choice _____ after redeeming a competitive brand's coupon.

Assume that you work in the marketing department for a company that manufactures dog food.Explain why you think the use of coupons would be effective and what can be done to maximize the redemption rate.

Promotion alone can create a successful product.

All promotion techniques provide consumers with _____ that encourage(s)certain forms of behavior.

Val-Pak Direct Marketing Systems _____.

Which of the following is a point-of-purchase form of coupon?

The major method for distributing coupons in the United States is _____.

Which type of coupons achieve the highest household penetration?

Carl grabbed a bag of chips and salsa at a convenience store and noticed a coupon attached to the bag of chips allowing him to get 50 cents off the purchase price.Which type of reward did Carl get?

In general,consumers are more responsive to delayed rewards because they are usually larger than immediate rewards.

_____ are the starting points for all consumer promotions decisions.

Mail-delivered coupons are generally used for _____.

Which of the following parties can be involved in coupon misredemption?

Which of the following is a distribution method used to deliver samples?

Which of the following is a major form of couponing activity?

Only a small amount of couponing occurs in France because ____.

Kenner,Inc.manufactures paper products and has decided to offer coupons in free standing inserts.What company could distribute these coupons for this manufacturer?

Which of the following is a problem with the use of sampling?

Which type of couponing possesses considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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