Question 1

Although there appears to be some strong resistance,market research has indicated that 63 percent of consumers don't mind __________ advertising.

Accepted Answer

A)  transit 
B)  aerial 
C)  billboard 
D)  cinema

Question 2

Billboards have evolved from outdoor signs and posters,which represent one of the oldest forms of marketing dating back to the early promotional tools of the 1800s.

Accepted Answer

A) True 
 B)False

Question 3

List and describe the four main techniques commonly used in trade-market sales promotions.Choose one type and demonstrate how it would operate within a certain type of industry,profession,or business.

Accepted Answer

The answer of List and describe the four main techniques...

Question 4

A consumer buys a printer for her computer and receives a money-back offer.To get the premium,she has to mail in a form requesting the money back from the manufacturer rather than the retailer.Which of the following consumer-market sales promotion techniques is exemplified here?

Accepted Answer

A)  A rebate 
B)  A self-liquidating premium 
C)  Couponing 
D)  A free premium

Question 5

Some airlines ran into big trouble when they tried to increase the mileage levels needed to earn awards in their frequent-flyer programs.Which of the following risks associated with promotions have their actions demonstrated?

Accepted Answer

A)  The risk of having a product or service perceived as cheap 
B)  The risk of alienating customers 
C)  The risk of putting in too much time 
D)  The risk of an increase in expenses over incomes

Question 6

P-O-P promotion can aid manufacturers by attracting consumers,but not by securing relationships within trade and business markets.

Accepted Answer

A) True 
 B)False

Question 7

Billboards offer several strong advantages,but they are most effective as a promotional medium when they are in a location that:

Accepted Answer

A)  sends a message to the national and international market. 
B)  incorporates specialized lighting. 
C)  relates to an immediate need or desire. 
D)  offers round-the-clock exposure.

Question 8

Which of the following is a form of allowance allowed to retailers and wholesalers?

Accepted Answer

A)  Free premiums 
B)  Rebates 
C)  Slotting fees 
D)  Contests

Question 9

Today's forms of out-of-home media can target specific demographic segments by neighborhood using customized mobile messages.

Accepted Answer

A) True 
 B)False

Question 10

Scenario 15-1
One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale" regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sales flyers and circulars, and began to promote the various sales on their websites. Other companies such as Targetwere also implementing a similar strategy; by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.) 
-(Scenario 15-1)During the holiday season,Snuggles,a winter clothing retail store,offers its employees $10 for every additional sweater that they sell.This is an example of:

Accepted Answer

A)  a free premium. 
B)  a merchandise allowance. 
C)  push money. 
D)  a slotting fee.

Question 11

A manufacturer devises a program to encourage members of the trade to purchase its brand.It offers salespeople an extra $100 for selling one of its refrigerators,$75 for selling one of its ovens,and $50 for selling one of its dishwashers.Which of the following promotional concepts for the trade channel does this involve?

Accepted Answer

A)  Push money 
B)  Merchandise allowance 
C)  Slotting fee 
D)  Rebates

Question 12

Scenario 15-2
The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon. Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands. 
-(Scenario 15-2)Sounds Good has placed a small catalog inside each compact disc.The catalog features a variety of Planet Moon items that can be ordered-the band's music video as well as T-shirts,ball caps,and travel mugs.These items are considered self-liquidating premiums because the consumer:

Accepted Answer

A)  does not receive the actual product sample but only the advertisement for free. 
B)  is unknowingly helping to liquidate unwanted product inventory. 
C)  has the chance to buy them only by purchasing the CD. 
D)  pays most of the cost for them.

Question 13

A(n) ______ entitles a buyer to a designated reduction in price for a product or service.

Accepted Answer

A)  coupon 
B)  off-invoice allowance 
C)  bill-back allowance 
D)  slotting fee

Question 14

One of the more noteworthy examples of promotions depicted in the book is by Axe; Axe did one of the most unusual promotions by offering consumers a chance to go to space.

Accepted Answer

A) True 
 B)False

Question 15

From the consumer's viewpoint,directories like the Yellow Book have some disadvantages as promotional tools.One particular problem is that it:

Accepted Answer

A)  has a massive volume of media clutter. 
B)  requires long lead times that result in outdated information. 
C)  annoys rather than provides information to potential buyers. 
D)  is unable to offer detailed information.

Question 16

A printed card or sign designed to mount on or under a shelf is known as a _________.

Accepted Answer

A)  shelf talker 
B)  floor stand 
C)  cash register 
D)  door signage

Question 17

Scenario 15-1
One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale" regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sales flyers and circulars, and began to promote the various sales on their websites. Other companies such as Targetwere also implementing a similar strategy; by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season. (Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.) 
-(Scenario 15-1)Because companies realize consumers will be visiting stores more frequently during the holiday season,several toy manufacturers are paying direct cash to retailers in exchange for placing their brand in the most visible locations.These cash payments are known as __________.

Accepted Answer

A)  rebates 
B)  push money 
C)  off-invoice allowances 
D)  slotting fees

Question 18

An objective of consumer-market sales promotion is to:

Accepted Answer

A)  stimulate the inelasticity of supply of a product. 
B)  lower the economies of scale. 
C)  encourage smaller purchases. 
D)  stimulate trial purchases.

Question 19

During any given year,as much as _____ percent of brand management time might be devoted to designing,implementing,and overseeing sales promotions.

Accepted Answer

A)  65 
B)  80 
C)  30 
D)  10

Question 20

The complex and information-rich tools of IBP can help create brand loyalty and competitive advantage.

Accepted Answer

A) True 
 B)False

Exam 15: Sales Promotion, point-Of-Purchase Advertising, and Support Media

Although there appears to be some strong resistance,market research has indicated that 63 percent of consumers don't mind __________ advertising.

Billboards have evolved from outdoor signs and posters,which represent one of the oldest forms of marketing dating back to the early promotional tools of the 1800s.

List and describe the four main techniques commonly used in trade-market sales promotions.Choose one type and demonstrate how it would operate within a certain type of industry,profession,or business.

A consumer buys a printer for her computer and receives a money-back offer.To get the premium,she has to mail in a form requesting the money back from the manufacturer rather than the retailer.Which of the following consumer-market sales promotion techniques is exemplified here?

Some airlines ran into big trouble when they tried to increase the mileage levels needed to earn awards in their frequent-flyer programs.Which of the following risks associated with promotions have their actions demonstrated?

P-O-P promotion can aid manufacturers by attracting consumers,but not by securing relationships within trade and business markets.

Billboards offer several strong advantages,but they are most effective as a promotional medium when they are in a location that:

Which of the following is a form of allowance allowed to retailers and wholesalers?

Today's forms of out-of-home media can target specific demographic segments by neighborhood using customized mobile messages.

A(n) ______ entitles a buyer to a designated reduction in price for a product or service.

One of the more noteworthy examples of promotions depicted in the book is by Axe; Axe did one of the most unusual promotions by offering consumers a chance to go to space.

From the consumer's viewpoint,directories like the Yellow Book have some disadvantages as promotional tools.One particular problem is that it:

A printed card or sign designed to mount on or under a shelf is known as a _________.

An objective of consumer-market sales promotion is to:

During any given year,as much as _____ percent of brand management time might be devoted to designing,implementing,and overseeing sales promotions.

The complex and information-rich tools of IBP can help create brand loyalty and competitive advantage.