Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

The use of two or more sales promotion techniques in combination with one another is called an overlay.

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

Define what a premium is,and name and describe the four types of premiums.

Cash discounts given to consumers who submit proofs of purchase are known as _____.

The use of two or more sales promotion techniques in combination with one another is called a(n)_____.

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 NOT a characteristic by which completed promotion programs can be judged?

Price-off labels may be used on new brands.

Which criterion cannot be measured objectively but involves a subjective assessment of whether a promotion has enhanced a brand's image or possibly detracted from it?

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

A model such as could be used to evaluate a completed promotional program.In this model the "Eij" represents the ____.

One drawback for manufacturers offering rebates is that many consumers never bother to redeem them.

Contests and sweepstakes are used primarily to enhance a brand's image.

The Federal Trade Commission states that there must be a hiatus period of at least 90 days between price-off label promotions on any given brand size.

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

Which of the following can participate in rebate fraud?

Which of the following is NOT a type of premium?

Marble Slam Creamery is an ice cream shop that stamps a customer's card for each purchase.After five purchases,customers are given a free ice cream.What type of promotion is this?

Compared with many other sales-promotion techniques,sweepstakes are relatively expensive.

_____ are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.