Question 1

Coupons,bonus packs,premiums,and samples are promotional offers that are targeted toward:

Accepted Answer

A)  consumers 
B)  retailers 
C)  wholesalers 
D)  salespeople 
A)  consumers 
B)  retailers 
C)  wholesalers 
D)  salespeople

Question 2

Which of the following statements does NOT describe an aspect or characteristic of sales promotion?

Accepted Answer

A)  One reason for the decrease in sales promotion is the power shift from manufacturers to retailers. 
B)  A sales promotion is an acceleration tool designed to speed up the selling process. 
C)  Sales promotion can be targeted to different parties in the marketing channel. 
D)  Sales promotions now account for more of marketer's promotional budget than media advertising. 
A)  One reason for the decrease in sales promotion is the power shift from manufacturers to retailers. 
B)  A sales promotion is an acceleration tool designed to speed up the selling process. 
C)  Sales promotion can be targeted to different parties in the marketing channel. 
D)  Sales promotions now account for more of marketer's promotional budget than media advertising.

Question 3

Advertising implemented by retailers and paid for by a manufacturer is called:

Accepted Answer

A)  joint sales promotions 
B)  horizontal cooperative advertising 
C)  vertical cooperative advertising 
D)  joint trade promotions 
A)  joint sales promotions 
B)  horizontal cooperative advertising 
C)  vertical cooperative advertising 
D)  joint trade promotions

Question 4

_____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market.

Accepted Answer

A)  Horizontal cooperative advertising 
B)  Vertical cooperative advertising 
C)  Indirect advertising 
D)  Dyadic communication 
A)  Horizontal cooperative advertising 
B)  Vertical cooperative advertising 
C)  Indirect advertising 
D)  Dyadic communication

Question 5

Which of the following types of sales promotions would NOT be used to help in the introduction of a new product?

Accepted Answer

A)  Sampling 
B)  New usage suggestions 
C)  Premiums 
D)  Rebates and refunds 
A)  Sampling 
B)  New usage suggestions 
C)  Premiums 
D)  Rebates and refunds

Question 6

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

Accepted Answer

A)  Spiffs 
B)  Coupons 
C)  Premiums and sweepstakes 
D)  Bonus packs 
A)  Spiffs 
B)  Coupons 
C)  Premiums and sweepstakes 
D)  Bonus packs

Question 7

When reductions from the regular price of a product are offered at the point-of-purchase through specially marked packages,a marketer is using a:

Accepted Answer

A)  bonus pack 
B)  price-off deal 
C)  refund offer 
D)  bounce back coupon 
A)  bonus pack 
B)  price-off deal 
C)  refund offer 
D)  bounce back coupon

Question 8

The redemption rate for refunds is lower than that for coupons because:

Accepted Answer

A)  the payoff is smaller. 
B)  the reinforcement is immediate. 
C)  more effort is required. 
D)  the payoff is larger. 
A)  the payoff is smaller. 
B)  the reinforcement is immediate. 
C)  more effort is required. 
D)  the payoff is larger.

Question 9

_____ is a practice used by retailers whereby they stock-up on a product at a low deal or off-invoice price and resell it to consumers at higher prices when a promotional period has ended.

Accepted Answer

A)  Forward buying 
B)  Diverting 
C)  Promotional discounting 
D)  Discount trading 
A)  Forward buying 
B)  Diverting 
C)  Promotional discounting 
D)  Discount trading

Question 10

Advertising implemented by retailers and paid for by a manufacturer is called:

Accepted Answer

A)  joint sales promotions 
B)  horizontal cooperative advertising 
C)  vertical cooperative advertising 
D)  joint trade promotions 
A)  joint sales promotions 
B)  horizontal cooperative advertising 
C)  vertical cooperative advertising 
D)  joint trade promotions

Question 11

Bonus packs:

Accepted Answer

A)  offer consumers an extra amount of a product or service but at a higher than normal price. 
B)  provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. 
C)  are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. 
D)  are always welcome by retailers since bonus packs increase their profit margins. 
A)  offer consumers an extra amount of a product or service but at a higher than normal price. 
B)  provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. 
C)  are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. 
D)  are always welcome by retailers since bonus packs increase their profit margins.

Question 12

An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n)_____ coupon.

Accepted Answer

A)  cross-ruff 
B)  bounce-back 
C)  instant 
D)  same purchase 
A)  cross-ruff 
B)  bounce-back 
C)  instant 
D)  same purchase

Question 13

Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium.

Accepted Answer

A)  cost-covered 
B)  self-liquidating 
C)  subsidized 
D)  cost-plus 
A)  cost-covered 
B)  self-liquidating 
C)  subsidized 
D)  cost-plus

Question 14

Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is:

Accepted Answer

A)  pull money 
B)  a rebate 
C)  a spiff 
D)  an off-invoice allowance 
A)  pull money 
B)  a rebate 
C)  a spiff 
D)  an off-invoice allowance

Question 15

Which of the following is NOT a limitation of rebates?

Accepted Answer

A)  Rebates can encourage brand switching or repeat purchase behaviour. 
B)  Consumers do not want to be bothered saving cash register receipts and proofs of purchase. 
C)  Nonusers of rebates are likely to perceive the redemption process as too complicated. 
D)  When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective. 
A)  Rebates can encourage brand switching or repeat purchase behaviour. 
B)  Consumers do not want to be bothered saving cash register receipts and proofs of purchase. 
C)  Nonusers of rebates are likely to perceive the redemption process as too complicated. 
D)  When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective.

Question 16

_____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market.

Accepted Answer

A)  Horizontal cooperative advertising 
B)  Vertical cooperative advertising 
C)  Indirect advertising 
D)  Dyadic communication 
A)  Horizontal cooperative advertising 
B)  Vertical cooperative advertising 
C)  Indirect advertising 
D)  Dyadic communication

Question 17

Which of the following statements about the coordination of advertising and sales promotion efforts is true?

Accepted Answer

A)  To integrate advertising and sales promotion programs successfully, different themes should be used for each. 
B)  Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. 
C)  Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. 
D)  A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. 
A)  To integrate advertising and sales promotion programs successfully, different themes should be used for each. 
B)  Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. 
C)  Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. 
D)  A sales promotion works best when its theme is not an integrated part of the organization's marketing communications.

Question 18

Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal.This is an example of a(n)_____ coupon.

Accepted Answer

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

Question 19

Over the past decade,the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing.

Accepted Answer

A)  consumer promotions; media advertising 
B)  media advertising; sales promotions 
C)  trade promotions; media advertising 
D)  trade promotions; consumer promotions 
A)  consumer promotions; media advertising 
B)  media advertising; sales promotions 
C)  trade promotions; media advertising 
D)  trade promotions; consumer promotions

Question 20

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:

Accepted Answer

A)  push money. 
B)  a slotting allowance. 
C)  an off-invoice allowance. 
D)  a coop allowance. 
A)  push money. 
B)  a slotting allowance. 
C)  an off-invoice allowance. 
D)  a coop allowance.

Coupons,bonus packs,premiums,and samples are promotional offers that are targeted toward:

Which of the following statements does NOT describe an aspect or characteristic of sales promotion?

Advertising implemented by retailers and paid for by a manufacturer is called:

_____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market.

Which of the following types of sales promotions would NOT be used to help in the introduction of a new product?

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

When reductions from the regular price of a product are offered at the point-of-purchase through specially marked packages,a marketer is using a:

The redemption rate for refunds is lower than that for coupons because:

_____ is a practice used by retailers whereby they stock-up on a product at a low deal or off-invoice price and resell it to consumers at higher prices when a promotional period has ended.

Advertising implemented by retailers and paid for by a manufacturer is called:

Bonus packs:

An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n)_____ coupon.

Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium.

Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is:

Which of the following is NOT a limitation of rebates?

_____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market.

Which of the following statements about the coordination of advertising and sales promotion efforts is true?

Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal.This is an example of a(n)_____ coupon.

Over the past decade,the amount of money consumer products firms devote to __ has been declining while the amount spent on _ has been increasing.

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:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 14: Sales Promotion

Coupons,bonus packs,premiums,and samples are promotional offers that are targeted toward:

Which of the following statements does NOT describe an aspect or characteristic of sales promotion?

Advertising implemented by retailers and paid for by a manufacturer is called:

_____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market.

Which of the following types of sales promotions would NOT be used to help in the introduction of a new product?

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

When reductions from the regular price of a product are offered at the point-of-purchase through specially marked packages,a marketer is using a:

The redemption rate for refunds is lower than that for coupons because:

_____ is a practice used by retailers whereby they stock-up on a product at a low deal or off-invoice price and resell it to consumers at higher prices when a promotional period has ended.

Advertising implemented by retailers and paid for by a manufacturer is called:

Bonus packs:

An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n)_____ coupon.

Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium.

Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is:

Which of the following is NOT a limitation of rebates?

_____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market.

Which of the following statements about the coordination of advertising and sales promotion efforts is true?

Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal.This is an example of a(n)_____ coupon.

Over the past decade,the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing.

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:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Over the past decade,the amount of money consumer products firms devote to __ has been declining while the amount spent on _ has been increasing.