Chapter 16 – Sales Promotion
1. (p. 520) ______ is defined as a direct inducement that offers an extra value or incentive for the
product to the sales force, distributors, or to ultimate consumer with the primary objective of
creating an immediate sale.
Chapter 16 – Sales Promotion
2. (p. 520) Which of the following elements of the integrated marketing communications
programs is designed to provide an extra incentive to consumers to purchase a brand?
3. (p. 521) When a marketer distributes coupons for a brand with a specific expiration date, they
are attempting to use sales promotion as a(n):
Chapter 16 – Sales Promotion
4. (p. 521) Coupons, bonus packs, premiums, and samples are promotional offers that are
targeted towards:
5. (p. 521) Consumer-oriented sales promotions are part of a promotional _____ strategy.
Chapter 16 – Sales Promotion
6. (p. 521) Which of the following is an example of consumer-oriented sales promotion activity?
7. (p. 521) Which of the following is an example of trade-oriented sales promotion activity?
Chapter 16 – Sales Promotion
8. (p. 521) Which of the following statements is true about sales promotion programs?
9. (p. 523) How has the view of sales promotions changed during the past decades?
Chapter 16 – Sales Promotion
10. (p. 523) Which of the following serves as a reason for the increase in sales promotion?
11. (p. 523) Why are organizations like KFC, Heinz Foods, Toys R Us, and Anheuser Busch
placing more emphasis on sales promotions than ever before?
Chapter 16 – Sales Promotion
12. (p. 524) Which of the following developments have resulted in a transfer of power from
manufacturers to retailers?
13. (p. 525) One reason for consumer’s increased sensitivity to sales promotion is:
Chapter 16 – Sales Promotion
14. (p. 525) How are marketers responding to the fragmentation of the consumer market?
15. (p. 526) What do some businesspeople give as a reason for the increasingly short-term focus
on performance and sales volume in business today?
Chapter 16 – Sales Promotion
16. (p. 526) Marketers who are being held accountable for strategy implementation often need
concrete methods to show the effectiveness of their decision-making. For this reason, many
marketers rely on:
17. (p. 526) _____ is a recent development whereby companies are customizing their sales
promotion programs for key retailers.
Chapter 16 – Sales Promotion
18. (p. 526) Another name for account-specific marketing is:
19. (p. 526) Marketing planning and reward systems may lead to an increase in the use of sales
promotion because sales promotions encourage:
Chapter 16 – Sales Promotion
20. (p. 526) Hasbro, a toy company, teamed with the retailer Toys R Us to create direct mail
booklets offering discounts on Hasbro toys only at Toys R Us stores. This is an example of:
21. (p. 526) Heinz Foods created a Cinco de Maio celebration for a large supermarket that targets
Mexican-Americans, a market that Heinz sees as an area of potential growth. Heinz paid for a
mariachi band to serenade shoppers during the day and also set up a food-sampling booth at
the store’s entry. This would be an example of:
Chapter 16 – Sales Promotion
22. (p. 527) Which of the following explains the reason for the increase in sales promotion
activities over the last decade?
23. (p. 527) A promotional offer in an ad can _____ that is prevalent in most media today.
Chapter 16 – Sales Promotion
24. (p. 527) Critics of sales promotions contend the increase in sales promotions is leading to a
decrease in:
25. (p. 527) _____ is an intangible asset of added value or goodwill that results from consumers’
favorable image, impressions of differentiation, and/or strength of attachment to a brand.
Chapter 16 – Sales Promotion
26. (p. 527) Brand equity is also known as:
27. (p. 527) Which of the following statements describes how brand equity is affected by the
increased role of sales promotion?
Chapter 16 – Sales Promotion
28. (p. 528) Sales promotion activities that communicate distinctive brand attributes and
contribute to the development and reinforcement of brand identity are known as:
29. (p. 528) Which of the following is an example of consumer franchise building promotion?
Chapter 16 – Sales Promotion
30. (p. 528) In a sales promotion sponsored jointly by Puerto Rico Tourism Board and Rums of
Puerto Rico, couples were invited to enter a contest for a chance to win the perfect wedding.
According to the ad, enjoying Puerto Rican hospitality is “As Easy As Saying I Do.” The
contest is an example of:
31. (p. 528) Tropicana developed a “Win the Perfect Vacation” sweepstakes to complement an
advertising campaign theme promoting its grapefruit juice as the perfect beverage. This is an
example of:
Chapter 16 – Sales Promotion
32. (p. 528) Which of the following is an example of a sales promotion that can be used to
contribute to franchise building?
33. (p. 529) Consumer-franchise-building for a brand:
Chapter 16 – Sales Promotion
34. (p. 530) Which of the following is an example of a nonfranchise building promotion?
35. (p. 530) Van Kamp Sea Foods devotes most of its marketing budget to trade discounts in the
form of off-invoice and promotional allowances so its canned tuna and salmon brands can
remain price competitive with private label brands. The heavy emphasis on trade promotion
makes it difficult to:
Chapter 16 – Sales Promotion
36. (p. 530) Promotional activities designed to accelerate the purchase process and generate an
immediate increase in sales without communicating information about a brand’s unique
features or benefits are known as:
37. (p. 530) The sales promotion tool that critics contend is most guilty of detracting from brand
equity and at the same time being detrimental to a brand franchise is:
Chapter 16 – Sales Promotion
38. (p. 531) When Campbell Soup Company introduced its V8 Splash fruit medley juices, the
company gave out free samples at Sam’s Clubs and distributed millions of 50-cents-off
coupons. The objective(s) of these sales promotion tools was to:
39. (p. 531) Promotional incentives such as coupons or refund offers are often included with a
sample to: