Question 1

Mail-in offer premiums can be used to encourage repeat-purchase behavior.

Accepted Answer

A) True 
 B)False  True

Question 2

The simultaneous promotion of multiple brands in a single promotional effort is called a(n)_____.

Accepted Answer

A)  promotion mix 
B)  tie-in 
C)  cooperative program 
D)  integrated program 
E)  overlay 
A)  promotion mix 
B)  tie-in 
C)  cooperative program 
D)  integrated program 
E)  overlay B

Question 3

Lisa purchased socks at a department store and noticed a sign that stated she could get $5.00 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchases and a dated cash register receipt.This is an example of which type of promotion?

Accepted Answer

A)  coupon 
B)  rebate 
C)  premium 
D)  bonus pack 
E)  price-off 
A)  coupon 
B)  rebate 
C)  premium 
D)  bonus pack 
E)  price-off B

Question 4

Which of the following questions should a manager ask when evaluating a new promotion idea?

Accepted Answer

A)  Is the promotion presented clearly so that the intended market will notice, comprehend, and respond positively to it? 
B)  Is the idea a good one? 
C)  Is the idea unique, or is the competition doing something similar? 
D)  Will the promotion idea appeal to the target market? 
E)  All of these are correct. 
A)  Is the promotion presented clearly so that the intended market will notice, comprehend, and respond positively to it? 
B)  Is the idea a good one? 
C)  Is the idea unique, or is the competition doing something similar? 
D)  Will the promotion idea appeal to the target market? 
E)  All of these are correct.

Question 5

The Federal Trade Commission states that _____.

Accepted Answer

A)  there is a limit of six price-off label promotions per year per brand size 
B)  there must be a hiatus period of at least 60 days between price-off label promotions on any given brand size 
C)  price-off labels may only be used on brands already in distribution with established retail prices 
D)  no more than 30 percent of a brand's volume over a 12-month period may be generated from price-off label promotions 
E)  the retailer must provide display materials to announce the price-off label offer 
A)  there is a limit of six price-off label promotions per year per brand size 
B)  there must be a hiatus period of at least 60 days between price-off label promotions on any given brand size 
C)  price-off labels may only be used on brands already in distribution with established retail prices 
D)  no more than 30 percent of a brand's volume over a 12-month period may be generated from price-off label promotions 
E)  the retailer must provide display materials to announce the price-off label offer

Question 6

Every year,retailers set up elaborate displays for Christmas merchandise.One retailer set up a display with several children's books for Christmas.One book offered a free ornament with the purchase of the book,and the ornaments were in a bin next to the book display.Consumers purchasing the book could also take an ornament.This is an example of a(n)_____.

Accepted Answer

A)  self-liquidating offer 
B)  on-pack premium 
C)  in-pack premium 
D)  near-pack premium 
E)  add-on premium 
A)  self-liquidating offer 
B)  on-pack premium 
C)  in-pack premium 
D)  near-pack premium 
E)  add-on premium

Question 7

Managers must be circumspect in choosing premium items that are compatible with the _____ and appropriate for the _____.

Accepted Answer

A)  retail image; shelf space available 
B)  firm's product line; retail outlet 
C)  brand's image; target market 
D)  competitive premiums; firm's image 
E)  economic conditions; cultural norms 
A)  retail image; shelf space available 
B)  firm's product line; retail outlet 
C)  brand's image; target market 
D)  competitive premiums; firm's image 
E)  economic conditions; cultural norms

Question 8

Contests generate greater response than sweepstakes.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an implementation problem associated with tie-in promotions?

Accepted Answer

A)  commission issues 
B)  FTC regulations 
C)  lack of cooperation among parties involved 
D)  promotion lead time 
E)  lack of fit 
A)  commission issues 
B)  FTC regulations 
C)  lack of cooperation among parties involved 
D)  promotion lead time 
E)  lack of fit

Question 10

Laurie received a free Hawaiian shirt from Tropicana Orange Juice by sending in ten proofs of purchases.What type of premium is this?

Accepted Answer

A)  free-with-purchase premium 
B)  in-pack premium 
C)  on-pack premium 
D)  wearable premium 
E)  mail-in offer 
A)  free-with-purchase premium 
B)  in-pack premium 
C)  on-pack premium 
D)  wearable premium 
E)  mail-in offer

Question 11

Which type of consumer promotion offers consumers an immediate reward with the objective of encouraging repeat purchases?

Accepted Answer

A)  samples 
B)  phone cards 
C)  continuity programs 
D)  self-liquidating offers 
E)  bonus packs 
A)  samples 
B)  phone cards 
C)  continuity programs 
D)  self-liquidating offers 
E)  bonus packs

Question 12

Price-off promotions are effective when the marketer's objective is to _____.

Accepted Answer

A)  reward present brand users 
B)  get consumers to purchase larger quantities of the brand than they normally would 
C)  establish a repeat purchase pattern after an initial trial 
D)  provide the sales force with an incentive to obtain retailer support 
E)  All of these are correct. 
A)  reward present brand users 
B)  get consumers to purchase larger quantities of the brand than they normally would 
C)  establish a repeat purchase pattern after an initial trial 
D)  provide the sales force with an incentive to obtain retailer support 
E)  All of these are correct.

Question 13

_____ are extra quantities of a product that a company gives to consumers at the regular price.

Accepted Answer

A)  Price-offs 
B)  Premiums 
C)  Bonus packs 
D)  Add-ons 
E)  Rebates 
A)  Price-offs 
B)  Premiums 
C)  Bonus packs 
D)  Add-ons 
E)  Rebates

Question 14

Free-with-purchase premiums are also called _____.

Accepted Answer

A)  self-liquidating offers 
B)  mail-in offers 
C)  free-gift-with-purchase premiums 
D)  bonus packs 
E)  bonus premiums 
A)  self-liquidating offers 
B)  mail-in offers 
C)  free-gift-with-purchase premiums 
D)  bonus packs 
E)  bonus premiums

Question 15

The toy inside of a McDonald's happy meal is an example of a(n)_____.

Accepted Answer

A)  add-on promotion 
B)  self-liquidating offer 
C)  in-pack premium 
D)  hedonic premium 
E)  bonus pack 
A)  add-on promotion 
B)  self-liquidating offer 
C)  in-pack premium 
D)  hedonic premium 
E)  bonus pack

Question 16

To increase sales of Mountain Pure bottled water,the company is considering using a price-off offer.Which of the following would NOT represent a reasonable objective for using this form of sales promotion?

Accepted Answer

A)  The company wants to reward present users for their past brand allegiance. 
B)  The company wants to load consumers. 
C)  The company wants to establish repeat purchase. 
D)  The company wants to ensure that promotional dollars do in fact reach consumers. 
E)  None of these are correct. 
A)  The company wants to reward present users for their past brand allegiance. 
B)  The company wants to load consumers. 
C)  The company wants to establish repeat purchase. 
D)  The company wants to ensure that promotional dollars do in fact reach consumers. 
E)  None of these are correct.

Question 17

Phone cards are attractive promotions to managers because they _____.

Accepted Answer

A)  are perceived as useful by consumers 
B)  provide an inexpensive promotional tool 
C)  are lightweight and easy to mail 
D)  are useful for collecting consumer information 
E)  All of these are correct. 
A)  are perceived as useful by consumers 
B)  provide an inexpensive promotional tool 
C)  are lightweight and easy to mail 
D)  are useful for collecting consumer information 
E)  All of these are correct.

Question 18

_____ refers to two or more brands from the same company promoted in a single promotional effort.

Accepted Answer

A)  Intracompany tie-in 
B)  Intercompany tie-in 
C)  Intracompany overlay 
D)  Intercompany overlay 
E)  In-house promotion 
A)  Intracompany tie-in 
B)  Intercompany tie-in 
C)  Intracompany overlay 
D)  Intercompany overlay 
E)  In-house promotion

Question 19

Retailers like price-off promotions.

Accepted Answer

A) True 
 B)False

Question 20

Listerine mouth wash provided customers with a free 250ml bottle along with the purchase of a 1.7L bottle.This promotional offer would be categorized as a(n)_____.

Accepted Answer

A)  near-pack premium 
B)  bonus pack 
C)  on-pack premium 
D)  price-off promotion 
E)  add-on bonus 
A)  near-pack premium 
B)  bonus pack 
C)  on-pack premium 
D)  price-off promotion 
E)  add-on bonus

Exam 20: Consumer Sales Promotion: Premiums and Other Promotions

Mail-in offer premiums can be used to encourage repeat-purchase behavior.

The simultaneous promotion of multiple brands in a single promotional effort is called a(n)_____.

Lisa purchased socks at a department store and noticed a sign that stated she could get $5.00 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchases and a dated cash register receipt.This is an example of which type of promotion?

Which of the following questions should a manager ask when evaluating a new promotion idea?

The Federal Trade Commission states that _____.

Managers must be circumspect in choosing premium items that are compatible with the _____ and appropriate for the _____.

Contests generate greater response than sweepstakes.

Which of the following is an implementation problem associated with tie-in promotions?

Laurie received a free Hawaiian shirt from Tropicana Orange Juice by sending in ten proofs of purchases.What type of premium is this?

Which type of consumer promotion offers consumers an immediate reward with the objective of encouraging repeat purchases?

Price-off promotions are effective when the marketer's objective is to _____.

_____ are extra quantities of a product that a company gives to consumers at the regular price.

Free-with-purchase premiums are also called _____.

The toy inside of a McDonald's happy meal is an example of a(n)_____.

To increase sales of Mountain Pure bottled water,the company is considering using a price-off offer.Which of the following would NOT represent a reasonable objective for using this form of sales promotion?

Phone cards are attractive promotions to managers because they _____.

_____ refers to two or more brands from the same company promoted in a single promotional effort.

Retailers like price-off promotions.

Listerine mouth wash provided customers with a free 250ml bottle along with the purchase of a 1.7L bottle.This promotional offer would be categorized as a(n)_____.

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: Sampling and Couponing

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

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters

Managers must be circumspect in choosing premium items that are compatible with the _ and appropriate for the _.