Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

Which of the following is a disadvantage of using price-offs?

Self-liquidating premiums are paid for by the _____.

Which of the following are sometimes used as an alternative to price-off deals when price-off deals are either overused or resisted by the trade?

Which of the following is a type of promotion used by retailers?

Assume that you are the marketing director for a computer parts manufacturer that wants to use rebates as a promotional tool.Explain what rebate fraud is and how you would possibly control this problem.

The first step in evaluating sales promotion ideas is to _____.

The issue surrounding evaluating promotions is whether or not to even evaluate promotions.

If Sun Cosmetics were to use both coupons and sweepstakes in promoting After-Sun Aloe,it would be using a(n)_____ promotion.

Rebates are typically redeemed at the retail checkout.

The major reason manufacturers are using rebates more now than ever is that many consumers never bother to redeem them.Thus,when using rebates,manufacturers get the best of both worlds-they stimulate consumer purchases of rebated items without having to pay out the rebated amount because most consumers do not undertake the effort to mail in rebate forms.Hence,rebates can be thought of as a form of _____.

In promotion situations it is possible for brand managers to formally evaluate promotions,provided that the procedure for evaluating each criterion is ____.

Larkin Manufacturing wishes to reinforce their brand's image.It would be most effective for them to use _____.

One regional discount apparel chain ran a promotion in which paper shopping bags were mailed out to shoppers-paper bags of the sort that one sees in grocery stores.The bags were printed with statements such as,"20% off everything you can stuff in this bag." The deal was offered on a one-day-only basis and then repeated again at different times throughout the year.This is an example of a retailer _____.

For which type of promotion must participants act according to the specific rules and may or may not be required to submit proofs of purchase?

Games provide consumers with a(n)_____ reward and,for marketers,serve primarily to _____.

_____ entail a reduction in a brand's regular price and are clearly labeled as such on the package.

_____ represents the total time and effort that went into the planning and execution of a promotion.

A promotion program's _____ is the sum of the direct outlays invested in the promotion.

Which of the following is FALSE regarding rebates?

Tie-in promotions are cost-effective because the cost is shared among multiple brands.