Question 1

Describe the coupon redemption process and how misredemption can occur.

Accepted Answer

The process begins with a manufacturer d

Question 2

The practice of crossruffing occurs when a coupon for one brand is promoted by another brand.

Accepted Answer

A) True 
 B)False

Question 3

_____ includes any method used to deliver an actual- or trial-sized product to consumers.

Accepted Answer

A)  Couponing 
B)  Testing 
C)  Premiums 
D)  Test marketing 
E)  Sampling 
A)  Couponing 
B)  Testing 
C)  Premiums 
D)  Test marketing 
E)  Sampling

Question 4

Which of the following is FALSE regarding mail-delivered coupons?

Accepted Answer

A)  Mailed coupons achieve the highest household penetration. 
B)  Direct-mail coupons increase the amount of product purchases. 
C)  Mail-delivered coupons achieve the highest redemption rate of all mass-delivered coupon techniques. 
D)  Mail-delivered coupons represent about 2 percent of all manufacturer-distributed coupons. 
E)  Direct-mailed coupons are the least expensive coupon distribution method. 
A)  Mailed coupons achieve the highest household penetration. 
B)  Direct-mail coupons increase the amount of product purchases. 
C)  Mail-delivered coupons achieve the highest redemption rate of all mass-delivered coupon techniques. 
D)  Mail-delivered coupons represent about 2 percent of all manufacturer-distributed coupons. 
E)  Direct-mailed coupons are the least expensive coupon distribution method.

Question 5

Researchers have found that higher-value coupons signal higher prices to consumers.This is especially true when consumers are _____.

Accepted Answer

A)  current brand users 
B)  in difficult economic times 
C)  price-conscious shoppers 
D)  shopping for durable goods 
E)  unfamiliar with a brand 
A)  current brand users 
B)  in difficult economic times 
C)  price-conscious shoppers 
D)  shopping for durable goods 
E)  unfamiliar with a brand

Question 6

A promotional device that rewards consumers for purchasing the brand by providing either cents-off savings or free merchandise is known as a _____.

Accepted Answer

A)  sample 
B)  coupon 
C)  voucher 
D)  slip 
E)  redeemer 
A)  sample 
B)  coupon 
C)  voucher 
D)  slip 
E)  redeemer

Question 7

Programs in which a service distributes coupons for a single company's multiple brands or brands from multiple companies are known as _____.

Accepted Answer

A)  co-marketing coupon programs 
B)  synergistic coupon programs 
C)  complementary coupon programs 
D)  cooperative coupon programs 
E)  multiple coupon programs 
A)  co-marketing coupon programs 
B)  synergistic coupon programs 
C)  complementary coupon programs 
D)  cooperative coupon programs 
E)  multiple coupon programs

Question 8

Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?

Accepted Answer

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

Question 9

All promotion techniques provide consumers with rewards.

Accepted Answer

A) True 
 B)False

Question 10

Consumers who take part in sales promotions receive utilitarian,or functional,benefits.Which of the following is NOT a functional benefit?

Accepted Answer

A)  achieving a need for stimulation 
B)  reducing search and decision costs 
C)  obtaining improved product quality 
D)  obtaining monetary savings 
E)  All of these are correct. 
A)  achieving a need for stimulation 
B)  reducing search and decision costs 
C)  obtaining improved product quality 
D)  obtaining monetary savings 
E)  All of these are correct.

Question 11

Which of the following statements is FALSE concerning in- and on-pack coupons?

Accepted Answer

A)  There are virtually no distribution costs. 
B)  They have the lowest redemption rates of all the coupon-distribution methods. 
C)  They offer delayed value to consumers. 
D)  They do not reach nonusers of the carrying brand. 
E)  Trade interest is relatively low due to the delayed nature of the offer. 
A)  There are virtually no distribution costs. 
B)  They have the lowest redemption rates of all the coupon-distribution methods. 
C)  They offer delayed value to consumers. 
D)  They do not reach nonusers of the carrying brand. 
E)  Trade interest is relatively low due to the delayed nature of the offer.

Question 12

Consumer promotions are capable of achieving which of the following sales-influencing objective?

Accepted Answer

A)  gaining trade support for inventorying increased quantities of a brand 
B)  entering new markets with established brands 
C)  promoting trial among consumers 
D)  enhancing a brand's image 
E)  All of these are correct. 
A)  gaining trade support for inventorying increased quantities of a brand 
B)  entering new markets with established brands 
C)  promoting trial among consumers 
D)  enhancing a brand's image 
E)  All of these are correct.

Question 13

The percentage of all distributed coupons that are taken to stores for price discounts is known as the _____.

Accepted Answer

A)  redemption rate 
B)  conversion rate 
C)  turnover rate 
D)  discount rate 
E)  return on investment 
A)  redemption rate 
B)  conversion rate 
C)  turnover rate 
D)  discount rate 
E)  return on investment

Question 14

Which type of couponing allows a manufacturer to deliver a coupon to a consumer that purchases a competitor's brand?

Accepted Answer

A)  instantly redeemable coupon 
B)  shelf-delivered coupon 
C)  scanner-delivered coupon 
D)  FSI coupon 
E)  in-pack coupon 
A)  instantly redeemable coupon 
B)  shelf-delivered coupon 
C)  scanner-delivered coupon 
D)  FSI coupon 
E)  in-pack coupon

Question 15

Sampling is effective because it provides consumers with an opportunity to personally experience a new brand.

Accepted Answer

A) True 
 B)False

Question 16

More coupons are distributed in the United States than elsewhere.

Accepted Answer

A) True 
 B)False

Question 17

Consumers who use sales promotions receive various utilitarian and hedonic benefits.

Accepted Answer

A) True 
 B)False

Question 18

In-store is the least used form of sampling.

Accepted Answer

A) True 
 B)False

Question 19

Explain how to calculate the return on investment for a sampling investment.

Accepted Answer

Table 19.2 gives the steps for calculati

Question 20

The amount paid to the consumer when he or she redeems the coupon at a retail checkout along with a purchase of the brand for which the coupon is offered is known as the _____.

Accepted Answer

A)  value proposition 
B)  redemption rate 
C)  face value 
D)  discount rate 
E)  redemption cost 
A)  value proposition 
B)  redemption rate 
C)  face value 
D)  discount rate 
E)  redemption cost

Exam 19: Consumer Sales Promotion: Sampling and Couponing

Describe the coupon redemption process and how misredemption can occur.

The practice of crossruffing occurs when a coupon for one brand is promoted by another brand.

_____ includes any method used to deliver an actual- or trial-sized product to consumers.

Which of the following is FALSE regarding mail-delivered coupons?

Researchers have found that higher-value coupons signal higher prices to consumers.This is especially true when consumers are _____.

A promotional device that rewards consumers for purchasing the brand by providing either cents-off savings or free merchandise is known as a _____.

Programs in which a service distributes coupons for a single company's multiple brands or brands from multiple companies are known as _____.

Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?

All promotion techniques provide consumers with rewards.

Consumers who take part in sales promotions receive utilitarian,or functional,benefits.Which of the following is NOT a functional benefit?

Which of the following statements is FALSE concerning in- and on-pack coupons?

Consumer promotions are capable of achieving which of the following sales-influencing objective?

The percentage of all distributed coupons that are taken to stores for price discounts is known as the _____.

Which type of couponing allows a manufacturer to deliver a coupon to a consumer that purchases a competitor's brand?

Sampling is effective because it provides consumers with an opportunity to personally experience a new brand.

More coupons are distributed in the United States than elsewhere.

Consumers who use sales promotions receive various utilitarian and hedonic benefits.

In-store is the least used form of sampling.

Explain how to calculate the return on investment for a sampling investment.

The amount paid to the consumer when he or she redeems the coupon at a retail checkout along with a purchase of the brand for which the coupon is offered is known as the _____.

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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