Question 1

Promotions are capable of accomplishing more than a single objective.

Accepted Answer

A) True 
 B)False  True

Question 2

If a coupon for Coca-Cola appears on a package of Cheerios (General Mills product),it is referred to as _____.

Accepted Answer

A)  keystoning 
B)  curling 
C)  pampering 
D)  crossruffing 
E)  stroking 
A)  keystoning 
B)  curling 
C)  pampering 
D)  crossruffing 
E)  stroking D

Question 3

Sun Cosmetics decides to promote After-Sun Aloe by including an on-pack coupon on that brand and on one of its other products,SunBreak.Sun Cosmetics is using crossruffing to stimulate _____ and the on-pack coupon to stimulate _____.

Accepted Answer

A)  repeat purchasing; recognition 
B)  trial purchasing; repeat purchasing 
C)  recognition; trial purchasing. 
D)  repeat purchasing; recognition. 
E)  recognition; recall 
A)  repeat purchasing; recognition 
B)  trial purchasing; repeat purchasing 
C)  recognition; trial purchasing. 
D)  repeat purchasing; recognition. 
E)  recognition; recall B

Question 4

In-store sampling often fails to reach sufficient numbers of consumers to justify its expense.

Accepted Answer

A) True 
 B)False

Question 5

Since there are no promotion agencies per se,advertising agencies work with brand managers in formulating promotion strategies and implementing tactical programs.

Accepted Answer

A) True 
 B)False

Question 6

Which circumstance is NOT ideal for using sampling to encourage trial usage of a new or improved brand?

Accepted Answer

A)  The brand is either demonstrably superior to other brands or has distinct relative advantages. 
B)  The brand packaging is hard to distinguish from its competition. 
C)  Promotional budgets can afford to generate consumer trial quickly. 
D)  The product concept is so innovative that it is difficult to communicate by advertising alone. 
E)  All of these are correct. 
A)  The brand is either demonstrably superior to other brands or has distinct relative advantages. 
B)  The brand packaging is hard to distinguish from its competition. 
C)  Promotional budgets can afford to generate consumer trial quickly. 
D)  The product concept is so innovative that it is difficult to communicate by advertising alone. 
E)  All of these are correct.

Question 7

Surveys indicate that _____ American consumers use coupons at least on occasion.

Accepted Answer

A)  very few 
B)  virtually all 
C)  approximately half of 
D)  less than 25 percent of 
E)  approximately 75 percent of 
A)  very few 
B)  virtually all 
C)  approximately half of 
D)  less than 25 percent of 
E)  approximately 75 percent of

Question 8

The vast majority of manufacturers use sampling as part of their marcom programs for purposes of generating trial or retrial and leveraging trade support.

Accepted Answer

A) True 
 B)False

Question 9

It is estimated that online sampling costs are _____ sampling in stores or at special events.

Accepted Answer

A)  three times greater than 
B)  two times greater than 
C)  three times less than 
D)  two times less than 
E)  the same as 
A)  three times greater than 
B)  two times greater than 
C)  three times less than 
D)  two times less than 
E)  the same as

Question 10

Advertising makes consumers aware of your brand and promotes a positive image; _____ serve(s)to consummate the transaction.

Accepted Answer

A)  promotions 
B)  brand management 
C)  customer attitudes 
D)  customer behavior 
E)  demographics 
A)  promotions 
B)  brand management 
C)  customer attitudes 
D)  customer behavior 
E)  demographics

Question 11

Which of the following is a cost related to couponing?

Accepted Answer

A)  face value 
B)  distribution and postage charges 
C)  handling fee 
D)  redemption cost 
E)  All of these are correct. 
A)  face value 
B)  distribution and postage charges 
C)  handling fee 
D)  redemption cost 
E)  All of these are correct.

Question 12

Individuals,or organizations of individuals,who either recruit the services of actual retailers to serve as conduits through which coupons are misredeemed,or operate phony businesses that exist solely for the purpose of redeeming huge quantities of illegal coupons are known as _____.

Accepted Answer

A)  clearinghouses 
B)  professional misredeemers 
C)  couponing middlemen 
D)  retail-oriented misredeemers 
E)  misredemption centers 
A)  clearinghouses 
B)  professional misredeemers 
C)  couponing middlemen 
D)  retail-oriented misredeemers 
E)  misredemption centers

Question 13

Which of the following statements is FALSE?

Accepted Answer

A)  Promotions are capable of accomplishing more than a single objective. 
B)  Specific promotion techniques achieve different objectives depending on the specific form of delivery vehicle. 
C)  Sales promotion tools may support advertising efforts by reinforcing a brand's image. 
D)  Consumer-oriented promotions cannot leverage trade support. 
E)  All consumer-oriented promotion techniques provide consumers with rewards. 
A)  Promotions are capable of accomplishing more than a single objective. 
B)  Specific promotion techniques achieve different objectives depending on the specific form of delivery vehicle. 
C)  Sales promotion tools may support advertising efforts by reinforcing a brand's image. 
D)  Consumer-oriented promotions cannot leverage trade support. 
E)  All consumer-oriented promotion techniques provide consumers with rewards.

Question 14

The government in _____ limits the face value of coupons to 1 percent of the product's value.

Accepted Answer

A)  China 
B)  Finland 
C)  Egypt 
D)  France 
E)  Germany 
A)  China 
B)  Finland 
C)  Egypt 
D)  France 
E)  Germany

Question 15

Brand managers are increasingly distributing samples online.

Accepted Answer

A) True 
 B)False

Question 16

Freestanding inserts account for the majority of all coupons distributed in the United States.

Accepted Answer

A) True 
 B)False

Question 17

A number of Internet sites now distribute coupons,and 25 percent of all coupons are distributed through this medium.

Accepted Answer

A) True 
 B)False

Question 18

Which type of consumer-oriented promotion is appropriate for reinforcing a brand's image while delivering an immediate reward?

Accepted Answer

A)  sampling 
B)  scanner-delivered coupons 
C)  continuity programs 
D)  sweepstakes and contests 
E)  None of these are correct. 
A)  sampling 
B)  scanner-delivered coupons 
C)  continuity programs 
D)  sweepstakes and contests 
E)  None of these are correct.

Question 19

The three general categories of promotion objectives directed at influencing consumer behavior are generating trial purchases,encouraging repeat purchases,and reinforcing brand images.

Accepted Answer

A) True 
 B)False

Question 20

Generally speaking,consumers are more responsive to _____ rewards.

Accepted Answer

A)  immediate 
B)  delayed 
C)  hedonistic 
D)  utilitarian 
E)  monetary 
A)  immediate 
B)  delayed 
C)  hedonistic 
D)  utilitarian 
E)  monetary

Exam 19: Consumer Sales Promotion: Sampling and Couponing

Promotions are capable of accomplishing more than a single objective.

If a coupon for Coca-Cola appears on a package of Cheerios (General Mills product),it is referred to as _____.

Sun Cosmetics decides to promote After-Sun Aloe by including an on-pack coupon on that brand and on one of its other products,SunBreak.Sun Cosmetics is using crossruffing to stimulate _____ and the on-pack coupon to stimulate _____.

In-store sampling often fails to reach sufficient numbers of consumers to justify its expense.

Since there are no promotion agencies per se,advertising agencies work with brand managers in formulating promotion strategies and implementing tactical programs.

Which circumstance is NOT ideal for using sampling to encourage trial usage of a new or improved brand?

Surveys indicate that _____ American consumers use coupons at least on occasion.

The vast majority of manufacturers use sampling as part of their marcom programs for purposes of generating trial or retrial and leveraging trade support.

It is estimated that online sampling costs are _____ sampling in stores or at special events.

Advertising makes consumers aware of your brand and promotes a positive image; _____ serve(s)to consummate the transaction.

Which of the following is a cost related to couponing?

Individuals,or organizations of individuals,who either recruit the services of actual retailers to serve as conduits through which coupons are misredeemed,or operate phony businesses that exist solely for the purpose of redeeming huge quantities of illegal coupons are known as _____.

Which of the following statements is FALSE?

The government in _____ limits the face value of coupons to 1 percent of the product's value.

Brand managers are increasingly distributing samples online.

Freestanding inserts account for the majority of all coupons distributed in the United States.

A number of Internet sites now distribute coupons,and 25 percent of all coupons are distributed through this medium.

Which type of consumer-oriented promotion is appropriate for reinforcing a brand's image while delivering an immediate reward?

The three general categories of promotion objectives directed at influencing consumer behavior are generating trial purchases,encouraging repeat purchases,and reinforcing brand images.

Generally speaking,consumers are more responsive to _____ rewards.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters

Sun Cosmetics decides to promote After-Sun Aloe by including an on-pack coupon on that brand and on one of its other products,SunBreak.Sun Cosmetics is using crossruffing to stimulate _ and the on-pack coupon to stimulate _.