Question 1

In order to integrate advertising and sales promotion programs successfully, the theme of consumer promotion need not be tied in with the positioning platform for the company and/or its brand.

Accepted Answer

A) True 
 B)False

Question 2

When General Mills included a Mini Minion character toy in its Lucky Charms cereal to provide an extra incentive for customers to buy the cereal, it was using a

Accepted Answer

A)  sweepstakes.
B)  contest.
C)  frequent patronage program.
D)  trade promotion.
E)  sales promotion.

Question 3

Which of the following sampling methods, featuring media tie-ins, is the fastest growing and the most popular?

Accepted Answer

A)  event sampling
B)  bounce-back sampling
C)  on-package sampling
D)  in-store sampling
E)  door-to-door sampling

Question 4

What advantage does distribution of coupons through direct mail have over other forms of coupon delivery?

Accepted Answer

A)  less clutter
B)  lower cost
C)  lower redemption rate
D)  lower economies of scale
E)  cooperative advertising opportunities

Question 5

With respect to the allocation of the promotional budget, when a brand moves to the maturity stage

Accepted Answer

A)  push monies are used to encourage retailers to stock more products.
B)  advertising is primarily a reminder to keep consumers aware of the brand.
C)  promotional dollars will be used only for distributing coupons to customers.
D)  all promotional support for the brand will be removed.
E)  promotional dollars will be used only for distributing samples.

Question 6

Which of the following is an advantage of sampling through the mail?

Accepted Answer

A)  It offers a greater markup for the retailer than other sampling techniques.
B)  It can take place in stores as well as at a variety of other venues such as concerts.
C)  The marketer has control over where and when the product will be distributed.
D)  The distribution system is unaffected by postal restrictions and increasing postal rates.
E)  This sampling method is always used in combination with another sampling method.

Question 7

Promotional activities designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as

Accepted Answer

A)  consumer franchise-building promotion.
B)  nonfranchise-building promotion.
C)  vertical integration marketing.
D)  image promotions.
E)  evangelism marketing.

Question 8

When MillerCoors used a Taste Challenge promotion to help regain market share for Miller Light against Bud Light and other brands of light beer, it was

Accepted Answer

A)  using a sales promotion to attract users of a competing brand.
B)  identifying new uses for the brand.
C)  obtaining repurchase.
D)  defending current customers.
E)  targeting a specific market segment.

Question 9

With reference to the various sampling methods, _____ is used when it is important to control where the sample is delivered and when the products are of a perishable nature.

Accepted Answer

A)   mail sampling
B)   couponing
C)   door-to-door sampling
D)   on-package sampling
E)   mobile coupon

Question 10

Got Game, a sports store, ran a promotion campaign in which it offered a box of 15 Pyramid golf balls at the price of 12 balls.This is an example of a

Accepted Answer

A)  price-off deal.
B)  premium.
C)  bonus pack.
D)  rebate.
E)  trade allowance.

Question 11

Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of

Accepted Answer

A)  slotting fees.
B)  fixed trade spending.
C)  push money.
D)  promotional pricing.
E)  a bonus pack.

Question 12

Marketers who are being held accountable for strategy implementation often need concrete methods to show the effectiveness of their decision making.Which of the following would best support a marketer in producing a quick and easily measurable jump in sales?

Accepted Answer

A)  mass-media advertising
B)  a strategy that enhances the advertising carryover effect
C)  sales promotions such as coupons and price discounts
D)  bait-and-switch marketing techniques
E)  out-of-home advertising media

Question 13

A package of Confident razor blades contains a 75 cents-off coupon for Confident Foamy shaving cream.This is an example of a(n)  _____ coupon.

Accepted Answer

A)   cross-ruff
B)   bounce-back
C)   checkout
D)   instant
E)   rebate

Question 14

Planet Beverage's heavy financial involvement with freestyle skiing competitions and support of beach volleyball tournaments are examples of

Accepted Answer

A)  premiums.
B)  field marketing.
C)  exhibitions.
D)  event marketing.
E)  contests.

Question 15

Which of the following is true of in-store couponing?

Accepted Answer

A)  It is a highly expensive method of couponing.
B)  It is typically distributed through checkout counters.
C)  It is typically a long-term strategy used during the maturity stage.
D)  It is also known as bond couponing.
E)  It is also known as cross-ruff couponing.

Question 16

A _____ is a configuration of products that occupy a shelf section in a store, offered to retailers by manufacturers.

Accepted Answer

A)  slotting plan
B)  planogram
C)  promotional layout
D)  retail format
E)  gatefold

Question 17

How are marketers responding to the decline of consumers' attention to mass-media advertising?

Accepted Answer

A)  They are using more media monitoring services to make event sponsorship more successful.
B)  They are using more traditional mass-media-based advertising.
C)  They are using more sales promotions.
D)  They are employing clipping services to determine the effectiveness of their press releases.
E)  They are spending more money on television ads.

Question 18

A strategy for increasing sales of an established brand is to use promotions that attract nonusers of the product category or users of a competing brand.

Accepted Answer

A) True 
 B)False

Question 19

One of the main types of on-package coupons is the _____ coupon, which is attached to the outside of the package so the consumer can rip it off and redeem it at the time of the purchase.

Accepted Answer

A)   bounce-back
B)   cross-ruff
C)   instant
D)   cross-sell
E)   premium

Question 20

Which of the following is an example of a nonfranchise-building promotion?

Accepted Answer

A)  consumer sampling
B)  contests targeted to ultimate consumers
C)  price-off deals
D)  event sponsorship
E)  frequency programs

Exam 16: Sales Promotion

Planet Beverage's heavy financial involvement with freestyle skiing competitions and support of beach volleyball tournaments are examples of

Correct AnswerverifiedShow Answer

When MillerCoors used a Taste Challenge promotion to help regain market share for Miller Light against Bud Light and other brands of light beer, it was

Correct AnswerverifiedShow Answer

Marketers who are being held accountable for strategy implementation often need concrete methods to show the effectiveness of their decision making.Which of the following would best support a marketer in producing a quick and easily measurable jump in sales?

Correct AnswerverifiedShow Answer

One of the main types of on-package coupons is the _____ coupon, which is attached to the outside of the package so the consumer can rip it off and redeem it at the time of the purchase.

Correct AnswerverifiedShow Answer

Promotional activities designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as

Correct AnswerverifiedShow Answer

Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of

Correct AnswerverifiedShow Answer

How are marketers responding to the decline of consumers' attention to mass-media advertising?

Correct AnswerverifiedShow Answer

With respect to the allocation of the promotional budget, when a brand moves to the maturity stage

Correct AnswerverifiedShow Answer

A package of Confident razor blades contains a 75 cents-off coupon for Confident Foamy shaving cream.This is an example of a(n) _____ coupon.

Correct AnswerverifiedShow Answer

A _____ is a configuration of products that occupy a shelf section in a store, offered to retailers by manufacturers.

Correct AnswerverifiedShow Answer

A strategy for increasing sales of an established brand is to use promotions that attract nonusers of the product category or users of a competing brand.

Correct AnswerverifiedShow Answer

In order to integrate advertising and sales promotion programs successfully, the theme of consumer promotion need not be tied in with the positioning platform for the company and/or its brand.

Correct AnswerverifiedShow Answer

Which of the following is an example of a nonfranchise-building promotion?

Correct AnswerverifiedShow Answer

Got Game, a sports store, ran a promotion campaign in which it offered a box of 15 Pyramid golf balls at the price of 12 balls.This is an example of a

Correct AnswerverifiedShow Answer

Which of the following is an advantage of sampling through the mail?

Correct AnswerverifiedShow Answer

Which of the following sampling methods, featuring media tie-ins, is the fastest growing and the most popular?

Correct AnswerverifiedShow Answer

What advantage does distribution of coupons through direct mail have over other forms of coupon delivery?

Correct AnswerverifiedShow Answer

Which of the following is true of in-store couponing?

Correct AnswerverifiedShow Answer

When General Mills included a Mini Minion character toy in its Lucky Charms cereal to provide an extra incentive for customers to buy the cereal, it was using a

Correct AnswerverifiedShow Answer

With reference to the various sampling methods, _____ is used when it is important to control where the sample is delivered and when the products are of a perishable nature.

Correct AnswerverifiedShow Answer

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