978-0133866339 Chapter 12 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

Chapter 12 Sales Promotions

1) When a manufacturer offers a special promotion on its products to other companies for their

consumption and not for resale, it is a:

A) consumer promotion.

B) bonus program.

C) trade promotion.

D) brand awareness program.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-1

2) Manufacturers and other members of the marketing channel use trade promotions to help pull

products through to retailers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-1

3) What is the difference between consumer promotions and trade promotions?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-1

4) The primary vehicle for distributing print coupons is:

A) magazines.

B) newspapers.

C) direct mail.

D) freestanding inserts.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

5) Freestanding inserts are found primarily in:

A) magazines.

B) newspapers.

C) shopping malls.

D) catalogs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

6) A coupon placed on a package to be used during the purchase of that product is called a(n)

________ coupon.

A) freestanding

B) bounce-back

C) instant redemption

D) rebate

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

7) A package of Oreo cookies has a $1.00-off coupon attached to the package that can easily be

removed. This is an example of a(n) ________ coupon.

A) instant redemption

B) bounce-back

C) cross-ruffing

D) response-offer

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

8) A bounce-back coupon is:

A) not immediately redeemable.

B) not normally distributed by a manufacturer.

C) a form of premium.

D) used at the time the product is purchased.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

9) Bounce-back coupons are used to encourage:

A) brand switching.

B) repeat purchases.

C) trial purchases.

D) brand loyalty.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 12-2

10) A $1.00 coupon placed inside a box of Quaker Oats is an example of a(n) ________ coupon.

A) instant redemption

B) bounce-back

C) cross-ruffing

D) response offer

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

11) When a cash register triggers a coupon for a product, it is called a ________ coupon.

A) bounce-back

B) scanner-delivered

C) cross-ruffing

D) response offer

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

12) Scanner-delivered coupons encourage:

A) brand switching.

B) repeat purchases.

C) trial purchases.

D) brand loyalty.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 12-2

13) A coupon on a 2-liter bottle of Pepsi, offering $1.00 off on a bag of potato chips, is a

________ coupon.

A) cross-ruffing

B) scanner-delivered

C) response-offer

D) instant redemption

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

14) A coupon for $10.00 off on a package of baseballs placed on a baseball glove is a:

A) response offer coupon.

B) cross-ruffing coupon.

C) premium.

D) bonus offer.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

15) Prizes or gifts that consumers receive when purchasing products are called:

A) add-ins.

B) premiums.

C) purchase incentives.

D) giveaways.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

16) Some marketing experts believe that the overuse of coupons can damage a brand’s image.

Which of the following can actually enhance a brand’s image?

A) Contests and sweepstakes

B) Bonus packs

C) Sampling

D) Premiums

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 12-2

17) A gift sent by mail to a customer, based on a proof-of-purchase receipt, is a(n) ________

premium.

A) free-in-themail

B) self-liquidating

C) bounce-back

D) instant redemption

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

18) A toy placed inside a box of cereal is an example of a(n):

A) bonus pack.

B) in-package premium.

C) store premium.

D) self-liquidating premium.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

19) A Star Wars action figure given when a customer buys a Whopper meal at Burger King is

a(n) ________ premium.

A) bounce-back

B) in- or on-package

C) store or manufacturer

D) self-liquidating

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

20) Consumers must pay a small amount of money for a(n) ________ premium.

A) in- or on-package

B) cross-ruffing

C) store

D) self-liquidating

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

21) Each of the following are important keys to building a successful premium program except:

A) match the premium to the target market.

B) select premiums that are highly popular and current fads.

C) select premiums that reinforce the firm’s product and image.

D) integrate the premium with other IMC tools.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 12-2

22) Participants may win a prize without performing any type of activity with a:

A) contest.

B) sweepstakes.

C) premium.

D) price-off program.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

23) A “write our new slogan” event that awards a prize to the winner is a(n):

A) contest.

B) sweepstakes.

C) premium.

D) illegal activity.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 12-2

24) Which of the following is related to the actual attractiveness of a prize in a contest?

A) Intrinsic value

B) Extrinsic value

C) Redemption rates

D) Internet inquiries

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

25) For most people, a free trip to Hawaii is an example of a prize with high:

A) intrinsic value.

B) extrinsic value.

C) redemption rates.

D) intrusion value.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

26) The enjoyment of playing or participating in a contest or sweepstakes is called ________

value.

A) intrinsic

B) extrinsic

C) redemption

D) historic

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

27) Contest and sweepstakes offered through ________ have grown during the past decade.

A) print media

B) newspapers and magazines

C) television through infomercials

D) the internet and social media

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

28) Cash returns on soft goods, such as food or clothing, are called:

A) refunds.

B) rebates.

C) bonus packs.

D) premiums.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

29) Cash returns on hard goods, such as appliances and electronics, are:

A) refunds.

B) rebates.

C) bounce-back coupons.

D) premiums.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

30) Andy will not purchase a computer unless the manufacturer offers a rebate. This is an

example of which of the following problems associated with refund and rebate programs?

A) Fraud and misredemption

B) Costs

C) Excessive paperwork to process the refund or rebate

D) Diminished effectiveness

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 12-2

31) The delivery of a free product to consumers for their use or consumption is a:

A) coupon.

B) premium.

C) bonus pack.

D) sample.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

32) When marketers for time-share properties offer to let you stay for a night or weekend on the

condition you listen to a sales pitch, they are using which consumer promotion technique?

A) Sampling

B) A premium

C) Price-off

D) Coupon

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 12-2

33) Which of the following consumer promotions is the best method for encouraging consumers

to try a new product?

A) Coupons

B) Sampling

C) Premiums

D) Contests or sweepstakes

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 12-2

34) Cooking food in a grocery store and giving small samples of the food to consumers who pass

by is which form of sampling?

A) In-store distribution

B) Direct

C) Response

D) Cross-ruffing

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

35) When samples are mailed or delivered door-to-door, which form of sampling is being used?

A) In-store distribution

B) Direct

C) Bonus pack

D) Cross-ruffing

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 12-2

36) Placing a sample bar of soap in every mailbox within a 10-block area is an example of

________ sampling.

A) direct

B) cross-ruff

C) selective

D) response

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

37) Providing a small sample of laundry detergent with the purchase of dryer sheets is ________

sampling.

A) direct

B) response

C) cross-ruff

D) media

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

38) A small perfume sample placed in a magazine is ________ sampling.

A) direct

B) response

C) media

D) selective

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

39) A pharmaceutical company giving free samples of medicine to a physician is ________

sampling.

A) direct

B) professional

C) selective

D) media

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2

40) Giving out samples at a site such as a state fair, parade, or sporting event is ________

sampling.

A) direct

B) response

C) cross-ruff

D) selective

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 12-2