Question 1

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

Accepted Answer

A) horizontal cooperative 
B) vertical cooperative 
C) dyadic 
D) ingredient-producer cooperative 
E) aggregated

Question 2

Which of the following couponing methods allows companies to reach users of competitive brands rather than consumers who already use their brand?

Accepted Answer

A) On-package coupons 
B) Bounce back coupons 
C) In package coupons 
D) Checkout coupons 
E) Direct mail coupons

Question 3

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 
E) bounce back coupons

Question 4

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.

Accepted Answer

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

Question 5

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

Accepted Answer

A) brand franchise building promotion. 
B) brand equity building promotion. 
C) acceleration tool. 
D) value added tool. 
E) promotional marketing tool.

Question 6

Another name for account-specific marketing is:

Accepted Answer

A) a planogram program. 
B) comarketing. 
C) dual sponsorship. 
D) piggyback marketing. 
E) key-account communications.

Question 7

Consumer-oriented sales promotions are part of a promotional _____ strategy.

Accepted Answer

A) cooperative 
B) pull 
C) trade 
D) premium 
E) push

Question 8

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

Accepted Answer

A) contests;sweepstakes 
B) sweepstakes;contests 
C) sweepstakes;premiums 
D) contests;premiums 
E) contests;rebates

Question 9

_____ 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 
E) Integrated dyadic communications

Question 10

The objective of a $.75-off coupon for Selsun Blue dandruff shampoo was most likely to:

Accepted Answer

A) attract non-users of the product category. 
B) identify new uses for the brand. 
C) defend current customers. 
D) show new usage situation for the brand. 
E) target a specific market segment.

Question 11

The oldest,most widely used,and most effective sales promotion tool is:

Accepted Answer

A) cents-off coupons. 
B) sampling. 
C) rebates. 
D) event sponsorship. 
E) bonus packs.

Question 12

_____ involves a variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial.

Accepted Answer

A) Rebates 
B) Refunds 
C) Sampling 
D) Couponing 
E) Sweepstakes

Question 13

Some retailers have demanded payment for new products that do not reach a minimum sales target.These payments are called:

Accepted Answer

A) failure fees. 
B) slotting allowances. 
C) push monies. 
D) slotting fees. 
E) street monies.

Question 14

_____ 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) Ingredient-sponsored cooperative advertising 
E) Dyadic communication

Question 15

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

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. 
E) Media support for a sales promotion program should not be coordinated with the media program for the ad campaign.

Question 16

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 to 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 never require extra shelf space and increase retailers' profit margins. 
E) result in a higher cost per unit for the consumer.

Question 17

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) cross sell 
E) same purchase

Question 18

_____ couponing is a method for distributing coupons by identifying a customer's purchases through bar codes scanners and then printing the coupon for a competing or complementary product.

Accepted Answer

A) On-package 
B) In-Store 
C) Shelf-dispensed 
D) Cross-ruff 
E) Instant

Question 19

Promotional incentives such as coupons or refund offers are often included with a sample to:

Accepted Answer

A) develop customer loyalty. 
B) build customer relationship management. 
C) create awareness. 
D) encourage repeat purchase. 
E) impart information.

Question 20

How are marketers responding to the fragmentation of the consumer market?

Accepted Answer

A) They are using more direct selling to make event sponsorship more successful. 
B) They are using less direct marketing. 
C) They are using more sales promotions that are tied to local events. 
D) They are employing clipping services to determine the effectiveness of their press releases. 
E) They have basically ignored the fragmentation of the consumer market and continued doing business as usual.

Exam 14: Sales Promotion