Exam 19: Consumer Sales Promotion: Sampling and Couponing

Promotions are used because they accomplish goals that advertising by itself cannot.

Research indicates that there is some evidence that FSIs also perform a(n)_____ function.

Assume that you work in the marketing department for a manufacturer of gum.They have recently developed a brand of sugarless gum that keeps its flavor for an hour.The target market is teens.Discuss the various distribution methods used to deliver samples.Which do you recommend for this manufacturer?

Retailers typically hire another company,called a clearinghouse,to sort and redeem coupons.

Sophisticated brand managers simply reach into a "bag" and pick out any promotional tool because the multiple forms of promotions are completely interchangeable.

In the classification of consumer-oriented sales promotions (Table 19.1)the cell that represents "Immediate Reward" and "Reinforcing Brand Image" (cell 5)is empty.Explain why this is the case.

Every time McDonald's comes out with their Monopoly game,Nakita loves to participate.Even though she knows her chances of winning a million dollars are slim,she still finds it entertaining and fun.Which type of reward is Nakita receiving by participating in this sales promotion activity?

The use of _____ would be suggested for manufacturers who wish to generate consumer trial but delay the reward.

Which of the following is NOT a general category of objectives for using promotions?

The overarching objective of consumer-oriented promotions is to promote increased sales.

With respect to couponing,_____ act(s)on behalf of retail clients by consolidating coupons before forwarding them and maintaining controls by ensuring that their clients sold products legitimately in the amounts they submitted for redemption.

Only a small amount of couponing occurs in France.

Sarah likes to save money using coupons.On one shopping trip,she used a coupon that allowed her to receive one dollar off of the purchase price of a 16 ounce container of body lotion.However,she purchased a 10 ounce container of this lotion,and the cashier did not notice the difference.This is an example of coupon _____.

The major source of coupon misredemption is large-scale professional misredeemers.

Which of the following is a problem with coupons distributed in magazines and newspaper (noninsert)?

Agents of coupon-issuing manufacturers are known as _____.