Exam 14: Sales Promotion

Which of the following statements describes how brand equity is affected by the increased role of sales promotion?

All of the following are examples of consumer-oriented sales promotion activities EXCEPT:

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

Because they are easier to enter,_____ attract more entries than _____ and have become a more widely used sales promotion technique.

Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool?

Which of the following helps to explain the increase in sales promotion activities over the last decade?

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

Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging.They distributed 1,000,000 promotional packages,at a cost of $20,000 for design and production.They predict that the redemption rate will be 5%.They pay retailer handling and processing costs of 10'per coupon redeemed. What is the total cost of the coupon promotion to Uncle Ben's?

Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because:

Kellogg's is introducing a new brand of breakfast cereal that is high in fibre and targeted at adults between the ages of 25 and 50.The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch.Which of the following sales promotion tools work best for Kellogg's?

_____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers.

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

Ralston Purina offers its retail accounts a $3.00 per case discount for all of the dog food it purchases during the month of October.This discount will be deducted straight from the bill.This is an example of:

Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion?

Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity?

Which of the following statements about the use of premiums as a sales promotion tool is true?

Which of the following promotions is targeted toward the trade rather than consumers?

Which of the following is an example of a sales promotion that can be used to contribute to franchise building?

Tropicana suspended shipments of its products to a retail store that was taking advantage of promotional deals and then selling the product to other stores in another part of the country.The retailer was engaged in:

When a marketer distributes coupons for a brand with a specific expiration date,they are attempting to use sales promotion as a(n):