66)
The media and non–media marketing pressure applied for a predetermined, limited period of time
at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer
demand, or improve product availability is ________.
66)
A)
sales promotion
B)
event sponsorship
C)
advertising
D)
personal selling
E)
public relations
67)
Which type of consumer sales promotion will more likely lead to consumer trial by giving the
product to consumers?
67)
A)
coupons
B)
refunds and rebates
C)
sampling
D)
price deals
E)
premiums
Explanation:
68)
Which type of premium usually requires that a payment be mailed in along with some proof of
purchase before the customer receives the premium?
68)
A)
rebate
B)
mail–in premium
C)
cost–based premium
D)
self–liquidating premium
E)
refund
Explanation:
Explanation:
69)
Which of the following is NOT a type of trade promotion?
69)
A)
coupons
B)
trade shows and exhibits
C)
point–of–purchase displays
D)
retailers kits
E)
contest
70)
________ occurs when companies support an event either financially or by donating supplies and
services.
70)
A)
Sponsorship
B)
Ambush marketing
C)
Co–branding
D)
Co–marketing
E)
Tie–in
Explanation:
71)
________ is a contractual arrangement between the manufacturer and the resellers, and the
manufacturer agrees to pay a part or all of the advertising expenses incurred by the retailers.
71)
A)
Display advertising
B)
Cooperative advertising
C)
Dealer loader
D)
Buying allowance
E)
Advertising allowance
Explanation:
Explanation:
72)
Mini–Case Question. Maria won $1 million playing Monopoly at McDonald’s. What type of
consumer promotion is this?
72)
A)
game
B)
contest
C)
direct premium
D)
price deal
E)
self–liquidating premium
Explanation:
73)
Which of the following are ways that marketers can use the Internet for sales promotion programs?
73)
A)
sweepstakes and contests
B)
coupons
C)
price deals
D)
sampling
E)
all of the above
Explanation:
74)
Dan is creating a sales promotion for a client. Who would NOT be in the target audience of sales
promotion?
74)
A)
retailers
B)
sales representatives
C)
distributors
D)
consumers
E)
company executives
Explanation:
75)
When two companies come together to offer a product, the effort is called ________.
75)
A)
co–branding
B)
sponsorship
C)
tie–ins
D)
licensing
E)
co–marketing
76)
Which of the following is NOT a change in the marketplace that is a reason for the growth of sales
promotion?
76)
A)
Sales promotion is a useful tool for building brand equity.
B)
In most industries, the battle is for market share rather than general product growth, and sales
promotion encourages people to switch products, increasing market share.
C)
Consumers are more likely to switch brands because they are better educated, more selective,
and less loyal to brand names than in the past.
D)
Consumers have come to expect constant short–term price reductions such as coupons, sales,
and price promotions.
E)
Dominant retailers demand a variety of promotional incentives before allowing products into
their stores.
77)
Trade promotions are important in a(n) ________ strategy.
77)
A)
end–user
B)
intermediate
C)
pull
D)
promotion
E)
push
78)
Which of the following is NOT a way manufacturer–sponsored coupons are delivered?
78)
A)
directly, such as direct mail or door–to–door
B)
in or on the package
C)
through the retailer
D)
through media
E)
All of the above are ways to deliver manufacturer–sponsored coupons.
79)
In which of the following does a company with an established brand “rent” that brand to other
companies, allowing them to use its logo on their products and in their advertising and
promotional events?
79)
A)
co–branding
B)
tie–ins
C)
sponsorship
D)
licensing
E)
co–marketing
80)
Which of the following is NOT a reason for the growth of sales promotion?
80)
A)
pressure for short–term profits
B)
reduces consumers’ risk
C)
economic reasons
D)
need for accountability
E)
pressure for long–term profits
81)
Brokers, distributors, wholesales, dealers, franchisees, and retailers are referred to as ________.
81)
A)
merchandisers
B)
gatekeepers
C)
resellers
D)
suppliers
E)
trade
82)
Which of the following is NOT a reason for the growth in the relationship between sports and
advertising as described in “A Matter of Practice”?
82)
A)
sports leagues and sponsors organized to make sports an effective tool for marketing
B)
Small sports events can hold tremendous value for advertisers
C)
The window of opportunity for this relationship is going to close soon
D)
fracturing of media
E)
Sponsors have organized to leverage their association with major leagues and events
83)
Mini–Case Question. What type of premium is the pumpkin bucket for the Happy Meals?
83)
A)
on–pack premium
B)
bonus pack
C)
self–liquidating premium
D)
in–pack premium
E)
container premium
84)
Which of the following is a type of partnership program used by manufacturers of two or more
brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger
impact in the marketplace?
84)
A)
bonuses
B)
spiffs
C)
sponsorship
D)
licensing
E)
tie–ins
85)
Mini–Case Question. What type of consumer promotion is the toy in the Happy Meal?
85)
A)
sample
B)
game
C)
direct premium
D)
self–liquidating premium
E)
price deal
86)
Which of the following is a criticism of sales promotion?
86)
A)
difficult to determine specific objectives
B)
not effective
C)
cannot account for results
D)
results in a brand–insensitive consumer
E)
difficult to integrate with other elements of the communications mix
87)
Which of the following is a type of consumer promotion known as a consumer price deal?
87)
A)
banded packs
B)
refund
C)
premium
D)
rebate
E)
contest
88)
Tropicana Orange Juice had a promotion where consumers could send in 10 UPC symbols along
with $4.95 for shipping and handling and receive a nice Hawaiian shirt in return. Which type of
premium is this?
88)
A)
container premium
B)
self–liquidating premium
C)
in–pack premium
D)
store premium
E)
on–pack premium
B
89)
Which of the following is NOT a type of consumer promotion known as a consumer price deal?
89)
A)
price–pack deal
B)
bonus packs
C)
cents–off deal
D)
refund
E)
banded packs
D
90)
A ________ is a type of sweepstake, but it differs from a one–shot drawing type because the time
frame is longer.
90)
A)
premium
B)
slick
C)
contest
D)
spiff
E)
game
E
A
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Bob watched the Wachovia Golf Classic last weekend on television. Name and describe the
type of promotion Wachovia is participating in, explain why companies do it, and discuss
the variations of this type of promotion.
91)
92)
Mini–Case Question. What type of promotion could Kraft provide to retailers to call their
customers’ attentions to Kraft‘s products? Discuss different examples of this type of
promotion.
92)
93)
Your roommate is taking this class with you because he thought it would be a fun course to
take, but he’s an engineering major and is having trouble seeing the differences between all
these IMC tools. Specifically, he doesn’t really see much difference between advertising
and sales promotion. Discuss four differences between advertising and sales promotion to
help him understand better.
93)
94)
Gucci allows manufacturers of complementary products to use its brand identity on their
products. What is this called, and why does Gucci do this?
94)
95)
Louis is a food broker that calls on independently owned grocery stores in Louisiana and
Mississippi. Part of his job is to assist with grocers with product displays, and
manufacturers provide information for him, in the form of Retailer Kits, to assist retailers.
Describe this type of trade promotion.
95)
96)
The Upromise program that was described in the “Hands–On” case at the end of the
chapter can be described as a “win–win” situation. Describe the Upromise promotion and
explain why you think it is a “win–win” situation?
96)
97)
Mini–Case Question. What audience is Kraft targeting in this case, and what are the two
primary roles of this type of promotion?
97)
98)
You are to make a presentation on how marketers use consumer promotions. What are the
reasons you would include in your presentation?
98)
99)
Mini–Case Question. James was with his mother in the grocery store, and near the cheese
section there was a cardboard display filled with little soccer balls. James saw them and
grabbed one and immediately started dribbling it down the aisles of the store. His mother
looked closer at the display and learned that the soccer ball was free with the purchase of
two Kraft cheese products that were on the shelf nearby. What type of promotion is this?
99)
100)
Stephanie has a Target Visa card. It’s a regular Visa card, but when she uses it at a Target
store, her child’s school receives 1 percent of her purchase. When she uses the card
elsewhere, the school receives 0.5 percent of her purchase. In fact, the school has helped
sign up people for the cards by sending brochures home with every student, and now the
school receives $500—$2,000 every quarter from Target. What type of promotion is this?
100)
101)
Consumer packaged goods manufacturers are heavy users of one type of consumer
promotions called price deals, and there are four common types of price deals. Name and
describe them.
101)
102)
What was the objective for Frontier Airline’s Favorite Animal Contest discussed in the
chapter’s opening vignette?
102)
103)
How have loyalty programs become reward programs?
103)
104)
Mini–Case Question. What is the target audience called that Kraft is targeting with
incentives to get its products to consumers in the stores? Name and describe the other
targets of sales promotion as well.
104)
105)
An advertising agency’s client wants to use the Internet for sales promotion programs.
Discuss the types of sales promotions that are appropriate for this medium.
105)
106)
What are the reasons for the growth in the relationship between sports and advertising as
described in “A Matter of Practice”?
106)
107)
Clinique and other cosmetic counters at department stores frequently have gift with
purchase promotions where customers receive a nice cosmetic bag filled with lotions,
make–up, and other items such as brushes and mirrors. For really nice gifts, customers
have to pay a certain amount, such as $29.99, but they usually get a larger bag and several
full–sized products that would cost considerably more if the customer purchased them
separately. Name and describe this type of consumer promotion, and discuss the various
types of this specific promotion.
107)
108)
There has been a shift from a pull promotion strategy to a push promotion strategy over
that past few decades. Compare and contrast these two strategies, and name and describe
three common types of incentives and trade deals used with retailers as part of a push
strategy.
108)
109)
Nike is not a sponsor of the Olympics, but during the last summer Olympics, Nike ran a
“Bronze, Silver, and Gold” promotion during the time the games were occurring. Name
and describe this marketing activity.
109)
110)
As described in “It’s a Wrap” at the end of the chapter, what were the results of the Favorite
Animal Contest?
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Store premiums, in–pack premiums, and on–pack premiums are all types of self–liquidating
premiums.
111)