Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

On strength of promotions is that results can be measured to assess the success of a promotional program.Name and describe the five characteristics by which completed promotion programs can be judged.

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

Sun Cosmetics is sponsoring a promotional campaign in which consumers who send in an entry form have the chance to win a trip to Hawaii or hundreds of lesser gifts.What type of promotional tool is being used here?

Bonus packs are sometimes used as an alternative to price-off deals.

Which of the following is NOT a step in evaluating sales promotion ideas?

Continuity programs are also referred to as _____ programs.

Self-liquidating offers usually require that the consumer mail in a stipulated number of proofs-of-purchase,along with sufficient money to cover the manufacturer's purchasing,handling,and mailing costs of the premium item.

Which type of consumer promotion offers consumers a delayed reward with the objective of reinforcing a brand's image?

Compare and contrast overlay and tie-in promotions and give an example of each.

_____ premiums are less expensive because additional packaging is not required.

Continuity promotions are referred to as loyalty programs.

As promotion manager for a candy bar manufacturer,your objective is to create a sales promotion that will provide consumers with an immediate reward while achieving a repeat purchase objective for your company.Which of the following would effectively serve these purposes?

Phone cards are a type of premium offer.

Buick ran a contest that provided entrants with the opportunity to win a new Buick Lucerne.The ultimate purpose of the contest was to encourage people to visit Buick dealerships.Of the more than 500,000 entrants to the contest,3,000 agreed to take a test drive.This promotion generated a large number of potential Buick purchasers and also contributed to Buick's large and expanding _____.

A rebate is the practice where manufacturers give cash discounts or reimbursements to consumers who submit proofs of purchase.

Retailers do not like when manufacturers use near-pack premiums.

Chick-fil-A's kids' meals often have games on the bag that the meal comes in.The games on the bag is an example of a(n)_____.

Research has shown that the perceived value of a premium item depends on the value of the brand that is offering the gift.

For which type of promotion are winners determined purely on the basis of chance?

Polk's Sausage wants to develop a promotion that will enhance and reinforce this brand's image.Name and describe consumer promotions that are appropriate for achieving this objective.