197) When preparing to go shopping after the Christmas holidays, Christy actively scans the ads
in the local newspaper for coupons and contests. While in the store, Christy also looks for free
samples of new products and products she hasn’t purchased previously. The coupons, contests,
and free samples are all examples of
A) advertising.
B) publicity.
C) sales promotion.
D) personal selling.
E) direct marketing.
198) Sales promotions that usually offer an immediately discounted price to the consumer, which
encourages trial of the product, are commonly referred to as
A) deals.
B) rebates.
C) samples.
D) coupons.
E) premiums.
199) For marketers, the primary objective of coupons is to
A) increase foot traffic in supermarkets.
B) encourage repeat purchases.
C) encourage trial.
D) retaliate against competitor’s actions.
E) minimize brand-switching.
200) All of the following statements are true about coupons except which?
A) Coupon usage among consumers is now fairly steady at about 80 percent.
B) Companies have decreased their use of coupons as redemption rates have fallen.
C) The number of coupons generated at Internet sites and on mobile phones has been increasing.
D) Online coupons only account for a small percentage of total coupon redemptions.
E) Most coupons are distributed as freestanding inserts in newspapers.
201) All of the following add to the costs of coupons except which?
A) misredemption
B) redemption
C) customer handling
D) clearinghouse costs
E) the advertisement to deliver it
202) Valpak is a firm that sends consumers a package of ________ to stimulate selective demand
(encourage the trial) of various products by offering them an immediately discounted price.
A) deals
B) rebates
C) samples
D) premiums
E) coupons
203) A mother handed her college-aged son a clipped ________ and said, “Use this to get 25
cents off the Birds Eye lima beans I need you to pick up for dinner,” which shows that Birds Eye
has been successful in its attempt to stimulate demand.
A) coupon
B) rebate
C) sample
D) deal
E) premium
204) Short-term price reductions like two-for-one commonly used to increase trial among
potential customers or to retaliate against a competitor’s actions are referred to as a
A) coupon.
B) deal.
C) sample.
D) premium.
E) product placement.
205) The sign at the entrance to the men’s store reads, “Buy one shirt, get a second shirt of equal
or lower value for only one dollar.” Which type of sales promotion is the men’s store using?
A) a contest
B) a premium
C) a deal
D) a rebate
E) a sample
206) During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same
weekend, Coca-Cola offered a “BOGO” (buy one, get one) promotion to make the Pepsi new
product introduction more difficult. Which type of sales promotion was Coca-Cola using?
A) a deal
B) a contest
C) a premium
D) a rebate
E) a sample
207) A promotional tool often used with consumers that consists of merchandise offered free or
at a significant savings over its retail price is referred to as a
A) deal.
B) rebate.
C) sample.
D) premium.
E) coupon.
208) A ________ is self-liquidating if the merchandise cost is covered by what the consumer pay
for it, though it is offered at a significant savings off its retail price?
A) deal
B) premium
C) sample
D) rebate
E) coupon
209) All of the following are the most popular premiums except which?
A) writing instruments
B) toys for dogs and cats
C) cups and mugs
D) desk accessories
E) apparel
210) McDonald’s offered collectible toys related to the release of the movie Incredibles 2 for free
with the purchase of a Happy Meal. These collectibles are an example of a
A) deal.
B) rebate.
C) coupon.
D) sample.
E) premium.
211) A print ad for Allegra allergy medication offers a free purple seat cushion to all who request
additional information about the drug. This seat cushion is an example of a
A) sample.
B) deal.
C) rebate.
D) premium.
E) coupon.
212) 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.
213) 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.
214) Which sales promotion tool is the best match for the growth in consumer-generated
content?
A) samples
B) sweepstakes
C) coupons
D) contests
E) deals
215) Prior to recent Super Bowl weekends, 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 to
name the $1 million prize winner. Which type of sales promotion was Doritos using?
A) a deal
B) a sweepstakes
C) a contest
D) sponsor-generated content
E) a loyalty program
216) 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 promotion is an example of a very successful ________.
A) challenge
B) contest
C) sweepstakes
D) competition
E) public relations campaign
217) “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
218) 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.
219) 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.
220) 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 BuyOneGetOne (BOGO) deal as the prize.
221) 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
222) 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
223) McDonald’s partners with Hasbro each year to offer a Monopoly sales promotion.
Customers who purchase selected menu items will receive two tokens that correspond to the
properties on the popular game board. If a set of tokens matches the color-coded properties,
customers will 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
224) 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.
225) 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
226) Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In
this example, 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.
227) 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
228) 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.
229) 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
230) 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. In addition to the coupon, what type of sales promotion was used here?
A) product placement
B) sample
C) premium
D) sweepstakes
E) deal
231) 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.
232) 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
233) 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
234) A sales promotion prominently displayed in a store aisle is called ________ display.
A) a seasonal
B) an automated
C) an interactive
D) a point-of-purchase
E) a product sampling
235) A promotion related to the movie Pacific Rim Uprising was seen in Target stores
throughout the United States. 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.
236) 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 the 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) free-standing insert
C) point-of-purchase display
D) premium
E) deal