237) When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it
was using a
A) deal.
B) rebate.
C) coupon.
D) sample.
E) premium.
238) A sales promotion in which consumers are invited to apply their skill or analytical or
creative thinking to try to win a prize is referred to as a
A) contest.
B) challenge.
C) competition.
D) sweepstakes.
E) public relations campaign.
239) Which sales promotion tool is the best match for the growth in consumer- (or user-)
generated content?
A) samples
B) sweepstakes
C) coupons
D) contests
E) deals
240) Prior to recent Super Bowls, Doritos sponsored “Crash the Super Bowl,” asking people to
create their own 30-second ad about Doritos. A panel of judges selected the finalists, posted the
submissions on the Doritos Facebook page, and opened up voting by the public. Which type of
sales promotion was Doritos using?
A) a deal
B) a contest
C) a premium
D) a rebate
E) a sample
241) During the Pillsbury Bake-Off, thousands of people across the country compete to create
the best new recipe using the sponsor’s products. Not only does the company benefit from the
publicity surrounding the event and the great recipes that can be used later to increase product
usage, but also there is an increase in product sales as contenders buy items to practice their new
recipes. The top 100 finalists are flown to Orlando, Florida, to compete for cash and merchandise
that exceeds $1 million. This is an example of a very successful ________ promotion.
A) challenge
B) contest
C) sweepstakes
D) competition
E) public relations campaign
242) “Inspired by Threads—A Fashion Challenge” is a ________ run each year by Threads
magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design
and sew a garment and send the entry into Threads to compete with others for prizes such as
sewing machines and cash.
A) premium
B) sweepstakes
C) contest
D) deal
E) end-run sample
243) A popular NPR radio show encourages listeners to solve a puzzle each week. If they have
the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an
example of a
A) premium.
B) sweepstakes.
C) deal.
D) contest.
E) trade promotion.
244) Sales promotions that require participants to submit some kind of entry but are purely
games of chance requiring no analytical or creative effort by the consumer are referred to as
A) premiums.
B) rebates.
C) deals.
D) contests.
E) sweepstakes.
245) Today, there are two popular variations of sweepstakes: one offers products that consumers
value as prizes and the other offers
A) double or triple the face value of a coupon as the prize.
B) a free sample of the firm’s product as the prize.
C) an “experience” as the prize.
D) a cash rebate for the purchase of the firm’s product as the prize.
E) a Buy One Get One (BOGO) deal as the prize.
246) The California Pistachio Growers Association has an ongoing ad campaign in which it
encourages people to think of pistachios when they think of good times and good friends. The
ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a
year plus a trip to California. The association is using a ________ sales promotion.
A) lottery
B) contest
C) premium
D) sweepstakes
E) deal
247) Chevy trucks are on display at the National Western Stock Show and Rodeo. Visitors are
encouraged to sign up to win one of the trucks, no purchase necessary. Chevy is using a
________ sales promotion tool.
A) sweepstakes
B) lottery
C) contest
D) premium
E) deal
248) McDonald’s partners with Hasbro each year to offer a Monopoly sales promotion.
Customers who purchase selected menu items receive two tokens that correspond to the
properties on the popular game board. If a set of tokens matches the color-coded properties,
customers win cash prizes of up to $1 million. Customers may also win “Instant” prizes
redeemable for specific food or drink items. What is this popular sales promotion called?
A) a lottery
B) a contest
C) a premium
D) a sweepstakes
E) a deal
249) Sales promotions where the consumer is offered the product free or at a greatly reduced
price are referred to as
A) deals.
B) rebates.
C) samples.
D) premiums.
E) discounts.
250) Sampling is an appropriate strategy for which type of products?
A) products that are classified as shopping goods
B) new products
C) commodity products such as salt, sugar, and baking soda
D) products that are perishable
E) products that are classified as specialty goods
251) Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.
Taco Bell used a sales promotion technique called
A) a self-liquidating premium.
B) a special deal.
C) a rebate.
D) sampling.
E) product placement.
252) When Arturo went to get his newspaper, he found the paper in a plastic bag along with a
box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which
type of sales promotion is Alka-Seltzer using?
A) a sample
B) a deal
C) a premium
D) a point-of-purchase display
E) an introductory offer
253) Michael Angelo’s Pepperoni Mini Calzones are easy-to-prepare snacks, but the
manufacturer believes customers are not buying the product as predicted because they are
unfamiliar with calzones. The manufacturer is interested in employing a sales promotion
technique that will communicate the ease of preparation and encourage customers to try the
product. Which method would it most likely employ?
A) Advertise on television showing a mother preparing the snack in less than 60 seconds in the
microwave.
B) Provide a premium to build customer goodwill by receiving reduced-price merchandise.
C) Have a sign that will be placed on the grocer’s freezer where the product is offered for sale.
D) Use a rebate to encourage customers to purchase the snack and increase customer confidence
in the product.
E) Use a demonstrator hired by the company to prepare the snack in a grocery store and give
away samples of the snack to shoppers as they pass by.
254) Ben & Jerry’s offers a complimentary scoop of ice cream on “Free Cone Day.” This is what
type of sales promotion?
A) product placement
B) sample
C) premium
D) sweepstakes
E) deal
255) Marketing firm Valassis created and managed a Nutella promotion to induce trial of the
product. Nutella is a creamy, chocolaty, hazelnut spread that is imported into the United States
from Italy. A Valassis polybag containing a 20-gram “Coppetta” packet of Nutella spread, a
cracker, a Nutella coupon, and a product brochure were delivered to consumers’ doors via the
Sunday newspaper. What type of sales promotion was used here?
A) product placement
B) sample
C) premium
D) sweepstakes
E) deal
256) A sales promotion designed to encourage and reward repeat purchases by acknowledging
each purchase made by a consumer and offering a premium as purchases accumulate is referred
to as
A) a merchandise deal.
B) a product enhancement.
C) a loyalty program.
D) retail positioning.
E) experiential decoding.
257) The most popular loyalty programs today are ________ reward programs.
A) fast-food
B) airline travel
C) hotel accommodations
D) credit card
E) grocery store items
258) A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich,
wants to encourage repeat purchases and create long-term customers. Which sales promotion
should it employ?
A) a loyalty program that allows buyers to earn free food after making 10 purchases
B) a two-for-the-price-of-one deal that is only offered on New Year’s Eve
C) a coupon for a free soft drink with a gyro purchase
D) a game with food prizes
E) free Extra Juicy Gyro samples at local fairs and concerts
259) A sales promotion prominently displayed in a store aisle is called a(n) ________ display.
A) seasonal
B) automated
C) interactive
D) point-of-purchase
E) product sampling
260) For marketers, the primary objective of a point-of-purchase display is to
A) eliminate the need for any special pricing promotion.
B) retaliate against competitors’ actions.
C) encourage present customers to make recommendations to friends.
D) build business inventory.
E) increase product trial and provide in-store support for other promotions.
261) A promotion related to the movie Kong: Skull Island was seen in stores throughout the
United States. The goal of the sales promotion was designed to maximize the consumer’s
attention to a DVD release and provide storage for the products. This type of sales promotion is
referred to as a
A) sample.
B) freestanding insert.
C) point-of-purchase display.
D) premium.
E) deal.
262) Nabisco used a free-standing rack in the shape of a bus to promote its Ritz and other cracker
products. The goal of the sales promotion was to maximize consumers’ attention to lunch box
and after-school snacks. The “bus,” which provided storage for the featured products, was placed
in a high-traffic area of U.S. grocery stores. This type of sales promotion is referred to as a
A) sample.
B) freestanding insert.
C) point-of-purchase display.
D) premium.
E) deal.
263) Some studies estimate that ________ percent of a consumer’s buying decisions are made in
the store.
A) 20
B) 33
C) 40
D) 60
E) 75
264) A consumer sales promotion tool that offers the return of money based on proof of purchase
is known as a
A) premium.
B) rebate.
C) coupon.
D) deal.
E) product placement.
265) When a ________ is offered on lower-priced items as a sales promotion, the time and
trouble of mailing in a proof of purchase to get the rebate check often means that many buyers
never take advantage of it.
A) premium
B) rebate
C) coupon
D) deal
E) product placement
266) Virgin Mobile, a mobile communications service provider, recently offered consumers a
________ of $100 when they switched their service during a seven-week period, and deducted it
from the first bill.
A) premium
B) deal
C) coupon
D) rebate
E) student incentive
267) The consumer sales promotion that involves the use of a brand-name product in a movie,
television show, video game, or a commercial for another product is referred to as
A) co-branding.
B) a subliminal tie-in.
C) product placement.
D) a partnership promotion.
E) product parallelism.
268) Product placement refers to
A) the consumer promotion that involves the use of a brand-name product in a movie, television
show, video game, or a commercial for another product.
B) the relative value of a product’s physical location based on line-of-sight positioning on a
retailer’s shelf.
C) being placed on retailers’ shelves or in showrooms based on the slotting fee paid by the
manufacturer.
D) the use of a brand-name product in a movie, television show, video game, or commercial
without the manufacturer’s knowledge or permission, and without compensation.
E) a variable fee paid by producers of movies, television products, or commercials to a
manufacturer for the rights to use a product as a prop in one of their creative scenes.
269) After the release of the movie E.T., sales of Hershey’s Reese’s Pieces soared while Mars, the
makers of M&M’S, regretted not permitting its product to be used in the film. The use of Reese’s
Pieces in the movie is an example of
A) product continuity.
B) subsidized advertising.
C) subliminal direction.
D) showrooming.
E) product placement.
270) Tom Cruise wore Bausch and Lomb’s Ray-Ban sunglasses in the movie Risky Business, and
sales skyrocketed. The appearance of the sunglasses in the film is an example of
A) product continuity.
B) subsidized advertising.
C) subliminal direction.
D) showrooming.
E) product placement.
271) In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice
to FedEx’s service guarantee, saying she will arrive “by 10 a.m. the next business day.” This is an
example of
A) a product placement.
B) product continuity.
C) a deal.
D) subliminal advertising.
E) a reverse product placement.
272) A variation of product placement, called ________, brings fictional products to the
marketplace.
A) an advanced placement
B) product continuity
C) reverse product placement
D) trade-oriented sales promotion
E) subliminal advertising
273) Which of the following is one of three common trade-oriented sales approaches are targeted
uniquely to wholesalers, retailers, and distributors?
A) reminder advertising
B) cooperative advertising
C) pioneering advertising
D) competitive advertising
E) comparative advertising
274) Trade promotions are
A) promotions where charitable contributions of a firm are tied directly to the customer revenues
produced through the promotion of one of its products.
B) methods used to get a nonpersonal, indirectly paid presentation of a company’s products.
C) advertisements that show actual consumers using the product in a barter or countertrade
situation.
D) sales tools used to support a company’s advertising and personal selling directed to
wholesalers, distributors, or retailers.
E) sales promotions that are directed to ultimate consumers and are used to support advertising
and personal selling.
275) Sales tools used to support a company’s advertising and personal selling directed to
wholesalers, distributors, or retailers are referred to as
A) trade-oriented sales promotions.
B) consumer-oriented promotions.
C) reseller-oriented promotions.
D) wholesaler-oriented promotions.
E) retailer-oriented promotions.
276) A(n) ________ reimburses a retailer for extra in-store support or special featuring of a
brand.
A) organizational allowance
B) case allowance
C) finance allowance
D) manufacturer’s inducement
E) merchandise allowance