Question 1

The building or reinforcement of consumer-franchise or equity for a brand:

Accepted Answer

A)  can really only be accomplished through advertising 
B)  can be done with carefully planned sales promotion programs 
C)  can be done more easily through trade-oriented promotions than through consumer-oriented promotions 
D)  is really not very important given the prolonged economic prosperity that Canadians have enjoyed 
A)  can really only be accomplished through advertising 
B)  can be done with carefully planned sales promotion programs 
C)  can be done more easily through trade-oriented promotions than through consumer-oriented promotions 
D)  is really not very important given the prolonged economic prosperity that Canadians have enjoyed

Question 2

The most popular method for distributing coupons is:

Accepted Answer

A)  newspaper freestanding inserts (FSIs) 
B)  direct mail 
C)  in/on packs 
D)  magazines 
A)  newspaper freestanding inserts (FSIs) 
B)  direct mail 
C)  in/on packs 
D)  magazines

Question 3

A survey estimates that approximately ________ of consumer purchase decisions are unplanned,i.e.made in the store.

Accepted Answer

A)  6% 
B)  15% 
C)  24% 
D)  55% 
A)  6% 
B)  15% 
C)  24% 
D)  55%

Question 4

When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores,this is an example of _____ advertising.

Accepted Answer

A)  horizontal cooperative 
B)  vertical cooperative 
C)  dyadic 
D)  aggregated 
A)  horizontal cooperative 
B)  vertical cooperative 
C)  dyadic 
D)  aggregated

Question 5

______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale.

Accepted Answer

A)  Brand advertising 
B)  Sales promotion 
C)  Direct marketing 
D)  Promotional allowance 
A)  Brand advertising 
B)  Sales promotion 
C)  Direct marketing 
D)  Promotional allowance

Question 6

_____ occurs at venues such as concerts,cultural festivals,and at a brand's marketing activities.

Accepted Answer

A)  Door-to-door sampling 
B)  Sampling through the media 
C)  Sampling through the mail 
D)  Event sampling 
A)  Door-to-door sampling 
B)  Sampling through the media 
C)  Sampling through the mail 
D)  Event sampling

Question 7

Monies that must be paid to a retailer so they will take on a company's new product are known as:
A. slotting allowances
B. trade discounts
C. spiffs
D. new product fees

Accepted Answer

A. slotting allowances
Slotting allowan

Question 8

Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games.

Accepted Answer

A)  coupons 
B)  premium 
C)  contest 
D)  bonus pack 
A)  coupons 
B)  premium 
C)  contest 
D)  bonus pack

Question 9

Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called:

Accepted Answer

A)  cooperative advertising 
B)  push monies 
C)  advertising subsidies 
D)  promotional allowances 
A)  cooperative advertising 
B)  push monies 
C)  advertising subsidies 
D)  promotional allowances

Question 10

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)  pull monies 
C)  spiffs 
D)  promotional allowances 
A)  slotting fees 
B)  pull monies 
C)  spiffs 
D)  promotional allowances

Question 11

_____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials.

Accepted Answer

A)  Vertical cooperative advertising 
B)  Ingredient-sponsored cooperative advertising 
C)  Horizontal cooperative advertising 
D)  Support advertising 
A)  Vertical cooperative advertising 
B)  Ingredient-sponsored cooperative advertising 
C)  Horizontal cooperative advertising 
D)  Support advertising

Question 12

Which of the following developments have resulted in a transfer of power from manufacturers to retailers?

Accepted Answer

A)  The advent of optical scanners and computers gave manufacturers access to sales information. 
B)  Manufacturers are spending more money on media advertising. 
C)  Retailers have access to data concerning how quickly products turn over, and which products make money. 
D)  Manufacturers are introducing more private-label brands. 
A)  The advent of optical scanners and computers gave manufacturers access to sales information. 
B)  Manufacturers are spending more money on media advertising. 
C)  Retailers have access to data concerning how quickly products turn over, and which products make money. 
D)  Manufacturers are introducing more private-label brands.

Question 13

The toy company Hasbro teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys good only at Toys R Us stores.This is an example of:

Accepted Answer

A)  incentive marketing 
B)  a franchise building promotion 
C)  brand equity building 
D)  account-specific marketing 
A)  incentive marketing 
B)  a franchise building promotion 
C)  brand equity building 
D)  account-specific marketing

Question 14

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

Accepted Answer

A)  dealer contests 
B)  trade allowances 
C)  point-of-purchase displays 
D)  coupons 
A)  dealer contests 
B)  trade allowances 
C)  point-of-purchase displays 
D)  coupons

Question 15

Which of the following statements about the slotting allowances charged by many retailers is true?

Accepted Answer

A)  Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. 
B)  Retailers are not justified in charging slotting allowances since most new products are successful. 
C)  Large companies with popular brands are the most likely to have to pay slotting allowances. 
D)  Slotting allowances are illegal and banned by the federal government. 
A)  Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. 
B)  Retailers are not justified in charging slotting allowances since most new products are successful. 
C)  Large companies with popular brands are the most likely to have to pay slotting allowances. 
D)  Slotting allowances are illegal and banned by the federal government.

Question 16

A discount or deal that is offered to a retailer or wholesaler to encourage them to stock,promote,or display a manufacturer's product is known as:

Accepted Answer

A)  push money 
B)  merchandising support 
C)  a trade allowance 
D)  a spiff 
A)  push money 
B)  merchandising support 
C)  a trade allowance 
D)  a spiff

Question 17

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

Accepted Answer

A)  An end-of-aisle display 
B)  A trade layout 
C)  A trade show 
D)  Event marketing 
A)  An end-of-aisle display 
B)  A trade layout 
C)  A trade show 
D)  Event marketing

Question 18

When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores,this is an example of _____ advertising.

Accepted Answer

A)  horizontal cooperative 
B)  vertical cooperative 
C)  dyadic 
D)  aggregated 
A)  horizontal cooperative 
B)  vertical cooperative 
C)  dyadic 
D)  aggregated

Question 19

Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT:

Accepted Answer

A)  consumers tend to be loyal to their favourite brands. 
B)  consumers purchase more on the basis of price, value, and convenience than brand. 
C)  many purchase decisions are made in the store where many sales promotions are found. 
D)  marketers are offering consumers more promotions to attract and maintain customers. 
A)  consumers tend to be loyal to their favourite brands. 
B)  consumers purchase more on the basis of price, value, and convenience than brand. 
C)  many purchase decisions are made in the store where many sales promotions are found. 
D)  marketers are offering consumers more promotions to attract and maintain customers.

Question 20

Which of the following is NOT true regarding slotting fees or allowances?

Accepted Answer

A)  Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. 
B)  Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. 
C)  Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. 
D)  Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. 
A)  Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. 
B)  Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. 
C)  Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. 
D)  Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees.

The building or reinforcement of consumer-franchise or equity for a brand:

The most popular method for distributing coupons is:

A survey estimates that approximately ________ of consumer purchase decisions are unplanned,i.e.made in the store.

When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores,this is an example of _____ advertising.

______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale.

_____ occurs at venues such as concerts,cultural festivals,and at a brand's marketing activities.

Monies that must be paid to a retailer so they will take on a company's new product are known as: A. slotting allowances B. trade discounts C. spiffs D. new product fees

Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games.

Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called:

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

_____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials.

Which of the following developments have resulted in a transfer of power from manufacturers to retailers?

The toy company Hasbro teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys good only at Toys R Us stores.This is an example of:

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

Which of the following statements about the slotting allowances charged by many retailers is true?

A discount or deal that is offered to a retailer or wholesaler to encourage them to stock,promote,or display a manufacturer's product is known as:

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

When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores,this is an example of _____ advertising.

Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT:

Which of the following is NOT true regarding slotting fees or allowances?

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

The building or reinforcement of consumer-franchise or equity for a brand:

The most popular method for distributing coupons is:

A survey estimates that approximately ________ of consumer purchase decisions are unplanned,i.e.made in the store.

When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores,this is an example of _____ advertising.

______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale.

_____ occurs at venues such as concerts,cultural festivals,and at a brand's marketing activities.

Monies that must be paid to a retailer so they will take on a company's new product are known as: A. slotting allowances B. trade discounts C. spiffs D. new product fees

Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games.

Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called:

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

_____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials.

Which of the following developments have resulted in a transfer of power from manufacturers to retailers?

The toy company Hasbro teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys good only at Toys R Us stores.This is an example of:

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

Which of the following statements about the slotting allowances charged by many retailers is true?

A discount or deal that is offered to a retailer or wholesaler to encourage them to stock,promote,or display a manufacturer's product is known as:

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

When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores,this is an example of _____ advertising.

Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT:

Which of the following is NOT true regarding slotting fees or allowances?

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