Question 1

_____ marketing is a type of marketing in which a manufacturer collaborates with an individual retailer to create a customized promotion that accomplishes mutual objectives.

Accepted Answer

A)  Evangelism
B)  Close range
C)  Account-specific
D)  Call to action
E)  Affinity

Question 2

Promotion programs cannot be developed to coincide with peak sales periods for certain products and services.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)  a fixed trade spending.
B)  a rebate.
C)  a spiff.
D)  an off-invoice allowance.
E)  a slotting feE.Manufacturers often devise incentives or contests for the sales personnel.These programs may involve cash payments made directly to the retailer's or wholesaler's sales staff to encourage them to promote and sell a manufacturer's product.These payments are known as push money or spiffs.

Question 4

Several different manufacturers of personal computers (PCs)  have joined to create and sponsor ads that promote both the computer and the microprocessor by sharing the cost of advertising. The PC manufacturers are using:

Accepted Answer

A)  cooperative advertising.
B)  event sponsorships.
C)  vertical integrated marketing.
D)  comparative advertising.
E)  inbound marketing.

Question 5

An objective for consumer-oriented promotions is to enhance or support the integrated marketing communications effort for a brand or company.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements describes how brand equity is affected by the increased use of sales promotion?

Accepted Answer

A)  Critics argue that sales promotions generally result in higher brand equity.
B)  Sales promotions do not contribute to the erosion of brand equity.
C)  Marketing experts argue that higher spending on sales promotion is at the expense of media advertising, which leads to a decline in brand equity.
D)  There is strong agreement among marketing professionals that any type of sales promotion activity detracts from brand equity.
E)  Marketing experts generally agree that advertising plays an important role in building and maintaining a brand's image and position, which are core components of its equity.

Question 7

Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase?

Accepted Answer

A)  Samples and coupons
B)  Premiums
C)  Contests and sweepstakes
D)  Event sponsorships
E)  Bonus packs

Question 8

Kiddo Inc., a toy manufacturer, teamed with Game On, a retailer, to create direct-mail booklets offering discounts on Kiddo toys only at Game On stores. This is an example of:

Accepted Answer

A)  guerilla marketing.
B)  brand stretching.
C)  evangelism marketing.
D)  account-specific marketing.
E)  brand extension.

Question 9

In order to integrate advertising and sales promotion programs successfully, the theme of consumer promotion need not be tied in with the positioning platform for the company and/or its brand.

Accepted Answer

A) True 
 B)False

Question 10

One reason for consumers' increased sensitivity to sales promotions is:

Accepted Answer

A)  that they have become less time-sensitive.
B)  the increase in perceived brand loyalty.
C)  the increased power of manufacturers.
D)  that they save money.
E)  that consumers' choices have declined.

Question 11

Advertising implemented by retailers and paid for, at least in part, by a manufacturer is called:

Accepted Answer

A)  joint sales promotions.
B)  horizontal cooperative advertising.
C)  vertical cooperative advertising.
D)  ingredient-sponsored cooperative advertising.
E)  reseller advertising.

Question 12

Sweepstakes and contests:

Accepted Answer

A)  are used to move consumers to the conviction stage of the hierarchy of effects model.
B)  can be used to generate excitement and involvement with a popular and timely event.
C)  contribute minimally to consumer franchise-building.
D)  do not distract from consumer franchise-building activities.
E)  are synonymous to each other.

Question 13

Packages of Vinnie's Cornmeal have coupons that can be cut out and redeemed at the time of purchase. These are called _____ coupons.

Accepted Answer

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

Question 14

Sampling through the mail is common for small, lightweight, nonperishable products.

Accepted Answer

A) True 
 B)False

Question 15

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)  fixed trade spending.
C)  push money.
D)  promotional pricing.
E)  a bonus pack.

Question 16

Which of the following is a limitation of door-to-door sampling?

Accepted Answer

A)  It can be used only by multiproduct firms.
B)  It is subject to increasing postal rates.
C)  It can be used only for food products.
D)  It involves high labor costs.
E)  It must always be used in combination with another sampling method.

Question 17

Which of the following is true of in-store couponing?

Accepted Answer

A)  It is a highly expensive method of couponing.
B)  It is typically distributed through checkout counters.
C)  It is typically a long-term strategy used during the maturity stage.
D)  It is also known as bond couponing.
E)  It is also known as cross-ruff couponing.

Question 18

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 19

Dewy, a fruit juice manufacturer, offers its retail accounts a $3.00 per case discount on all purchases of cranberry juice during the month of May. 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 display allowance.
E)  a fixed trade spending.

Question 20

In _____ sampling, a marketer hires temporary demonstrators who set up a table or booth within an outlet, prepare small samples of a product, and pass them out to shoppers.

Accepted Answer

A)  door-to-door
B)  event
C)  on-package
D)  in-store
E)  direct mail

Exam 16: Sales Promotion

An objective for consumer-oriented promotions is to enhance or support the integrated marketing communications effort for a brand or company.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase?

Correct AnswerverifiedShow Answer

_____ marketing is a type of marketing in which a manufacturer collaborates with an individual retailer to create a customized promotion that accomplishes mutual objectives.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sampling through the mail is common for small, lightweight, nonperishable products.

Correct AnswerverifiedShow Answer

Kiddo Inc., a toy manufacturer, teamed with Game On, a retailer, to create direct-mail booklets offering discounts on Kiddo toys only at Game On stores. This is an example of:

Correct AnswerverifiedShow Answer

Which of the following is a limitation of door-to-door sampling?

Correct AnswerverifiedShow Answer

In order to integrate advertising and sales promotion programs successfully, the theme of consumer promotion need not be tied in with the positioning platform for the company and/or its brand.

Correct AnswerverifiedShow Answer

Packages of Vinnie's Cornmeal have coupons that can be cut out and redeemed at the time of purchase. These are called _____ coupons.

Correct AnswerverifiedShow Answer

Promotion programs cannot be developed to coincide with peak sales periods for certain products and services.

Correct AnswerverifiedShow Answer

One reason for consumers' increased sensitivity to sales promotions is:

Correct AnswerverifiedShow Answer

Several different manufacturers of personal computers (PCs) have joined to create and sponsor ads that promote both the computer and the microprocessor by sharing the cost of advertising. The PC manufacturers are using:

Correct AnswerverifiedShow Answer

Which of the following is true of in-store couponing?

Correct AnswerverifiedShow Answer

Advertising implemented by retailers and paid for, at least in part, by a manufacturer is called:

Correct AnswerverifiedShow Answer

In _____ sampling, a marketer hires temporary demonstrators who set up a table or booth within an outlet, prepare small samples of a product, and pass them out to shoppers.

Correct AnswerverifiedShow Answer

Sweepstakes and contests:

Correct AnswerverifiedShow Answer

Dewy, a fruit juice manufacturer, offers its retail accounts a $3.00 per case discount on all purchases of cranberry juice during the month of May. This discount will be deducted straight from the bill. This is an example of:

Correct AnswerverifiedShow Answer

Which of the following statements describes how brand equity is affected by the increased use of sales promotion?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified