Chapter 16 – Sales Promotion
40. (p. 532) The objective of a $.75-off coupon for Selsun Blue dandruff shampoo was most
likely to:
41. (p. 532) Smucker’s ran a sweepstakes promoting Smucker’s ice cream toppings. The
sweepstakes was designed to let NASCAR fans know Smucker’s sponsored a NASCAR
racing team. The purchase of any specially-marked toppings gave customers a chance to win a
new Ford Taurus or thousands of other prizes instantly from Smucker’s. In this example, a
sales promotion was used to:
Chapter 16 – Sales Promotion
42. (p. 533) _____ involves a variety of procedures whereby consumers are given some quantity
of a product for no charge to induce trial.
43. (p. 533) _____ is generally considered the most effective method for generating trial of a
new product.
Chapter 16 – Sales Promotion
44. (p. 533) Samples would be an appropriate promotional strategy to:
45. (p. 534) Sampling for a product such as expensive skin cream that is designed to reduce
wrinkles over a long period of time might not be feasible because:
Chapter 16 – Sales Promotion
46. (p. 534) Which of the following is an advantage of the sampling method of sales promotion?
47. (p. 534) _____ is used when it is important to control where the sample is delivered.
Chapter 16 – Sales Promotion
48. (p. 535) _____ is a common sampling technique for small, lightweight products that are
nonperishable.
49. (p. 536) The oldest, most widely used, and most effective sales promotion tool is:
Chapter 16 – Sales Promotion
50. (p. 536) An advantage of coupons is that they:
51. (p. 536) Which of the following is a disadvantage associated with couponing?
Chapter 16 – Sales Promotion
52. (p. 537) Which of the following statements is true about couponing?
53. (p. 538) The most popular method for distributing coupons is:
Chapter 16 – Sales Promotion
54. (p. 538) What advantage does distribution of coupons through direct mail have over other
forms of coupon delivery?
55. (p. 540) An in/on package coupon that is redeemable for a future purchase of the same brand
is known as a(n) _____ coupon.
Chapter 16 – Sales Promotion
56. (p. 540) _____ coupons are on/in pack coupons that are redeemable on the purchase of a
different product, usually one made by the same company but occasionally through a tie-in
with another manufacturer.
57. (p. 540) One of the main types of on package coupons is the _____ coupon which is attached
to the outside of the package so the consumer can rip it off and redeem it immediately at the
time of purchase.
Chapter 16 – Sales Promotion
58. (p. 540) On the inside of the Tortino’s brand pizza box was a $1-off coupon for the purchase
of the next Tortino’s pizza. Tortino’s used a(n) _____ coupon.
59. (p. 540) A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette
Foamy shaving cream. This is an example of a(n) _____ coupon.
Chapter 16 – Sales Promotion
60. (p. 540) Kellogg’s places a 50-cent-off coupon for Rice Krispies brand cereal on the outside
of a box of its Frosted Mini-Wheats brand of cereal. This is an example of a(n) _____
coupon.
61. (p. 540) Affixed to the front of a bag of Aunt Jemima corn meal was a(n) _____ coupon that
could be torn off (without damaging the bag) and redeemed at the time of the purchase.
Chapter 16 – Sales Promotion
62. (p. 540) Which of the following is a disadvantage associated with bounce back coupons?
63. (p. 541) _____ couponing is a method for distributing coupons by identifying a customer’s
purchases through bar codes scanners and then printing the coupon for a competing or
complementary product.
Chapter 16 – Sales Promotion
64. (p. 541) Gillette’s market research shows that most consumers decide upon a brand of
deodorant at the point-of-purchase rather than before entering the store. Based on these
findings, what form of promotion should be most effective for Gillette’s Right Guard brand?
65. (p. 541) Which of the following couponing methods allows companies to reach users of
competitive brands rather than consumers who already use their brand?
Chapter 16 – Sales Promotion
66. (p. 541) Electronically dispensed checkout coupons:
67. (p. 542) A(n) _____ is an offer of an item of merchandise or service either free or at a
reduced price that is used to provide an extra incentive to purchase.
Chapter 16 – Sales Promotion
68. (p. 542) Serta, the manufacturer of mattresses, gave away a Serta Sheep Plushie toy to any
customer who purchased a mattress from a Serta dealer. The toy was only available for a
limited time. The stuffed toy is an example of a:
69. (p. 542) Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of
Life brand cereal. This is an example of a:
Chapter 16 – Sales Promotion
70. (p. 543) Consumers must pay the manufacturers’ out-of-pocket costs for a _____ premium.
71. (p. 543) Kellogg’s promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3
UPCs from boxes of Kellogg’s cereal. This is an example of a _____ premium.
Chapter 16 – Sales Promotion
72. (p. 543) Which of the following statements about the use of premiums as a sales promotion
tool is true?
73. (p. 543) Which of the following statements about the use of premium offers by fast-food
chains such as McDonald’s and Burger King is true?
Chapter 16 – Sales Promotion
74. (p. 544) Kellogg’s promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3
UPCs from boxes of Kellogg’s cereal. The appearance of Bart Simpson on the watch instead
of the Kellogg’s logo would:
75. (p. 544) An effective premium is one that:
Chapter 16 – Sales Promotion
76. (p. 544) Which of the following would be the best example of a premium offer that
contributes to consumer-franchise building efforts for a brand?
77. (p. 545; 546) With a _____ consumers compete for prizes and/or money on the basis of skills
or ability, while with a(n) _____ winners are determined purely by chance.
Chapter 16 – Sales Promotion
78. (p. 546) Because they are easier to enter, _____ attract more entries than _____ and have
become a more widely used sales promotion technique.
79. (p. 545) Arm & Hammer maker of Crystal Blend scoopable cat litter, Super Scoop, the
baking soda clumping litter, Super Clay, the premium lightweight clay litter, and Cat Litter
Deodorizer ran a contest to find the “Coolest Cat Trick.” First prize was $10,000, and several
smaller prizes were awarded to other participants. The most likely reason why Arm &
Hammer used this contest was to: