Exam 16: Sales Promotion, Events, and Sponsorships

Your roommate is taking this class with you because he thought it would be a fun course to take, but he's an engineering major and is having trouble seeing the differences between all these IMC tools. Specifically, he doesn't really see much difference between advertising and sales promotion. Discuss four differences between advertising and sales promotion to help him understand better.

Where do companies within the same industry gather to present and sell their merchandise, as well as to demonstrate their products?

Which of the following is NOT a change in the marketplace that is a reason for the growth of sales promotion?

Which of the following is NOT a set of activities targeted to salespeople to motivate them to increase their sales levels?

What are the reasons for the growth in the relationship between sports and advertising as described in "A Matter of Practice"?

There has been a shift from a pull promotion strategy to a push promotion strategy over that past few decades. Compare and contrast these two strategies, and name and describe three common types of incentives and trade deals used with retailers as part of a push strategy.

Which of the following is NOT a form of point-of-purchase (POP) display?

MINI-CASE Everyone knows McDonald's, the worldwide fast food chain. McDonald's has been a user of consumer promotions for years. They offer a kids' Happy Meal that always includes a toy, and often times the package itself is a promotion, such as pumpkin buckets at Halloween. They have also used a promotion patterned after the popular Monopoly game where everyone wins something small, like a soft drink or french fries, but someone could win $1 million dollars by participating. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program where consumers will receive one free Happy Meal for every 10 they purchase. -Refer to Mini-Case. What type of partnership program does McDonald's enter into when its promotions are related to movies?

Which of the following was NOT part of loyalty programs that were given in the text?

Which of the following is a type of consumer promotion known as a consumer price deal?

The Upromise program that was described in the "Hands-On" case at the end of the chapter can be described as a "win-win" situation. Describe the Upromise promotion and explain why you think it is a "win-win" situation?

MINI-CASE Everyone knows McDonald's, the worldwide fast food chain. McDonald's has been a user of consumer promotions for years. They offer a kids' Happy Meal that always includes a toy, and often times the package itself is a promotion, such as pumpkin buckets at Halloween. They have also used a promotion patterned after the popular Monopoly game where everyone wins something small, like a soft drink or french fries, but someone could win $1 million dollars by participating. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program where consumers will receive one free Happy Meal for every 10 they purchase. -Refer to Mini-Case. What type of premium is the pumpkin bucket for the Happy Meals?

Which of the following is an important dimension of measurement of promotion effectiveness?

A ________ is a type of sweepstake, but it differs from a one-shot drawing type because the time frame is longer.

Consumer packaged goods manufacturers are heavy users of one type of consumer promotions called price deals, and there are four common types of price deals. Name and describe them.

Which of the following is NOT a recommended type of consumer promotion to encourage trial of a new product?

Dana is developing an integrated marketing communications campaign for a client, and she wants to include an element that will provide an incentive for consumers to purchase the product. She also wants to generate excitement for the brand. Which tool should she use to accomplish these goals?

Who is the target audience of sales promotion?

The general decline in consumer brand loyalty is due to the increase in sales promotion use by marketers.

Consumer promotions can be used to generate awareness, trial, maintain or increase market share, and as a brand reminder.