Question 1

The first step for calculating the return on investment for a sampling is _____.

Accepted Answer

A)  defining objectives 
B)  determining the total cost for the sampling 
C)  calculating the number of converters needed for the sampling program to break even 
D)  conducting a competitive analysis 
E)  calculating the profit per unit 
A)  defining objectives 
B)  determining the total cost for the sampling 
C)  calculating the number of converters needed for the sampling program to break even 
D)  conducting a competitive analysis 
E)  calculating the profit per unit

Question 2

Retailers redeem coupons by sending them to _____.

Accepted Answer

A)  a clearing house 
B)  the manufacturers 
C)  the Food and Drug Administration 
D)  the Federal Trade Commission 
E)  Information Resources Inc. 
A)  a clearing house 
B)  the manufacturers 
C)  the Food and Drug Administration 
D)  the Federal Trade Commission 
E)  Information Resources Inc.

Question 3

Brand managers may hire specialized _____ to perform sales promotion functions.

Accepted Answer

A)  advertising agencies 
B)  boutique communication firms 
C)  public relations firms 
D)  promotion agencies 
E)  research firms 
A)  advertising agencies 
B)  boutique communication firms 
C)  public relations firms 
D)  promotion agencies 
E)  research firms

Question 4

Duke's mayonnaise,a regional brand,just recently began distributing scanner-delivered coupons.Which of the following is true regarding this delivery mode in this instance?

Accepted Answer

A)  A consumer would get a Duke's mayonnaise coupon from a shelf location. 
B)  Any consumer who purchased Duke's mayonnaise would automatically receive a coupon for that brand at the checkout counter that is to be used at a later date. 
C)  A consumer who purchased Kraft's Mayonnaise, a competitive brand, would automatically receive a coupon for Duke's mayonnaise at the checkout counter that can be used on a future purchase of Duke's mayonnaise. 
D)  The redemption rate for coupons distributed this way would be about the same as that for media-delivered coupons. 
E)  A consumer who purchased Duke's mayonnaise would automatically receive a coupon for that brand at the checkout counter that can be used on that purchase at that time. 
A)  A consumer would get a Duke's mayonnaise coupon from a shelf location. 
B)  Any consumer who purchased Duke's mayonnaise would automatically receive a coupon for that brand at the checkout counter that is to be used at a later date. 
C)  A consumer who purchased Kraft's Mayonnaise, a competitive brand, would automatically receive a coupon for Duke's mayonnaise at the checkout counter that can be used on a future purchase of Duke's mayonnaise. 
D)  The redemption rate for coupons distributed this way would be about the same as that for media-delivered coupons. 
E)  A consumer who purchased Duke's mayonnaise would automatically receive a coupon for that brand at the checkout counter that can be used on that purchase at that time.

Question 5

Trina purchased a new brand of high-fiber cereal and noticed that there was a coupon printed on the back of the package worth 2 dollars off of her next purchase of this brand.What type of coupon is this?

Accepted Answer

A)  in-pack coupon 
B)  on-pack coupon 
C)  crossruff coupon 
D)  bounce-back coupon 
E)  buy-again coupon 
A)  in-pack coupon 
B)  on-pack coupon 
C)  crossruff coupon 
D)  bounce-back coupon 
E)  buy-again coupon

Question 6

The first step in calculating the return on investment for a sampling investment is to calculate the total cost of sampling.

Accepted Answer

A) True 
 B)False

Question 7

A problem with in- or on-package sampling is that it _____.

Accepted Answer

A)  does not reach the best potential customers 
B)  is more expensive than other sampling methods 
C)  excludes consumers who do not buy the carrying brand 
D)  is not liked by most retailers 
E)  has the lowest retrial rate 
A)  does not reach the best potential customers 
B)  is more expensive than other sampling methods 
C)  excludes consumers who do not buy the carrying brand 
D)  is not liked by most retailers 
E)  has the lowest retrial rate

Question 8

While samples offer consumers an immediate reward,all types of coupons merely offer delayed rewards.

Accepted Answer

A) True 
 B)False

Question 9

The most frequent form of sampling is _____.

Accepted Answer

A)  in-store 
B)  in-pack 
C)  door-to-door 
D)  direct mail 
E)  on-pack 
A)  in-store 
B)  in-pack 
C)  door-to-door 
D)  direct mail 
E)  on-pack

Question 10

Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the shelf that allowed him to get a coupon for a specific brand of cereal.Which type of point-of-purchase coupon is this?

Accepted Answer

A)  instantly redeemable coupon 
B)  shelf-delivered coupon 
C)  scanner-delivered coupon 
D)  remotely-delivered coupon 
E)  on-site delivered coupon 
A)  instantly redeemable coupon 
B)  shelf-delivered coupon 
C)  scanner-delivered coupon 
D)  remotely-delivered coupon 
E)  on-site delivered coupon

Question 11

The second step for calculating the return on investment for a sampling is _____.

Accepted Answer

A)  defining objectives 
B)  determining the total cost for the sampling 
C)  calculating the number of converters needed for the sampling program to break even 
D)  conducting a competitive analysis 
E)  calculating the profit per unit 
A)  defining objectives 
B)  determining the total cost for the sampling 
C)  calculating the number of converters needed for the sampling program to break even 
D)  conducting a competitive analysis 
E)  calculating the profit per unit

Question 12

A package coupon has _____ because an initial purchase may stimulate another purchase.

Accepted Answer

A)  repeat value 
B)  dual value 
C)  bounce-back value 
D)  cross value 
E)  come-back value 
A)  repeat value 
B)  dual value 
C)  bounce-back value 
D)  cross value 
E)  come-back value

Question 13

Sampling should be used when a new or improved brand is demonstrably superior to other brands.

Accepted Answer

A) True 
 B)False

Question 14

Whereas sales promotion makes consumers aware of your brand and promotes a positive image,advertising serves to consummate the transaction.

Accepted Answer

A) True 
 B)False

Question 15

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.

Accepted Answer

A)  targeted sampling 
B)  exclusive sampling 
C)  creative distribution methods 
D)  mass distribution 
E)  demand sampling 
A)  targeted sampling 
B)  exclusive sampling 
C)  creative distribution methods 
D)  mass distribution 
E)  demand sampling

Question 16

Which type of coupons are peelable from the package and are designed to be removed by the consumer and redeemed at checkout along with a purchase of the couponed brand?

Accepted Answer

A)  instantly redeemable coupons 
B)  shelf-delivered coupons 
C)  scanner-delivered coupons 
D)  FSI coupons 
E)  online coupons 
A)  instantly redeemable coupons 
B)  shelf-delivered coupons 
C)  scanner-delivered coupons 
D)  FSI coupons 
E)  online coupons

Question 17

Sampling to college students at the beginning of a new school year or to new parents in hospital maternity wards are examples of _____ sampling.

Accepted Answer

A)  high-traffic location 
B)  brand-image 
C)  life-cycle 
D)  change-point 
E)  hedonic 
A)  high-traffic location 
B)  brand-image 
C)  life-cycle 
D)  change-point 
E)  hedonic

Question 18

Critics of couponing claim that coupons are wasteful and may actually increase prices of consumer goods.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is a step in calculating the ROI for a sampling investment?

Accepted Answer

A)  define the objectives 
B)  review the category 
C)  calculate the profit per unit 
D)  calculate the price elasticity 
E)  calculate the volume necessary to breakeven 
A)  define the objectives 
B)  review the category 
C)  calculate the profit per unit 
D)  calculate the price elasticity 
E)  calculate the volume necessary to breakeven

Question 20

Coupons are the premier sales-promotion device for generating trial usage.

Accepted Answer

A) True 
 B)False

Exam 19: Consumer Sales Promotion: Sampling and Couponing

The first step for calculating the return on investment for a sampling is _____.

Retailers redeem coupons by sending them to _____.

Brand managers may hire specialized _____ to perform sales promotion functions.

Duke's mayonnaise,a regional brand,just recently began distributing scanner-delivered coupons.Which of the following is true regarding this delivery mode in this instance?

Trina purchased a new brand of high-fiber cereal and noticed that there was a coupon printed on the back of the package worth 2 dollars off of her next purchase of this brand.What type of coupon is this?

The first step in calculating the return on investment for a sampling investment is to calculate the total cost of sampling.

A problem with in- or on-package sampling is that it _____.

While samples offer consumers an immediate reward,all types of coupons merely offer delayed rewards.

The most frequent form of sampling is _____.

Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the shelf that allowed him to get a coupon for a specific brand of cereal.Which type of point-of-purchase coupon is this?

The second step for calculating the return on investment for a sampling is _____.

A package coupon has _____ because an initial purchase may stimulate another purchase.

Sampling should be used when a new or improved brand is demonstrably superior to other brands.

Whereas sales promotion makes consumers aware of your brand and promotes a positive image,advertising serves to consummate the transaction.

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.

Which type of coupons are peelable from the package and are designed to be removed by the consumer and redeemed at checkout along with a purchase of the couponed brand?

Sampling to college students at the beginning of a new school year or to new parents in hospital maternity wards are examples of _____ sampling.

Critics of couponing claim that coupons are wasteful and may actually increase prices of consumer goods.

Which of the following is a step in calculating the ROI for a sampling investment?

Coupons are the premier sales-promotion device for generating trial usage.

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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