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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
1
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
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
3
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
4
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
5
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
6
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
7
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
8
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
9
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
10
