237) 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
238) 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 check often means that many buyers never
take advantage of it.
A) rebate
B) premium
C) product placement
D) deal
E) coupon
239) 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.
240) 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.
241) 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.
242) 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.
243) 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.
244) 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.
245) 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
246) 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.
247) 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.
248) Three common trade-oriented sales approaches are targeted uniquely to wholesalers,
retailers, and distributors: cooperative advertising, ________, and training of distributor’s sales
forces.
A) product placement
B) extended credit terms
C) rebates
D) personal selling
E) discounts and allowances
249) ________ reimburses a retailer for extra in-store support or special featuring of a brand.
A) An organizational allowance
B) A case allowance
C) A finance allowance
D) A manufacturer’s inducement
E) A merchandise allowance
250) A discount on each case ordered during a specific period of time is referred to as a
A) functional allowance.
B) merchandise allowance.
C) case allowance.
D) finance allowance.
E) manufacturer’s inducement.
251) A variation of the case allowance is the ________ approach, whereby retailers receive some
amount of the product free based on the amount ordered, such as 1 case free for every 10 cases
ordered.
A) complementary sampling
B) bonus volume
C) BuyOneGetOne (BOGO)
D) free goods
E) promotional allowance
252) A trade promotion that involves paying retailers for financing costs or financial losses
associated with consumer sales promotions is referred to as a
A) finance allowance.
B) promotional allowance.
C) merchandise allowance.
D) slotting fee.
E) failure fee.
253) A trade promotion where the manufacturer gives a retailer a case allowance price for
products in their warehouse, which prevents shelf stock from running down during the
promotional period, is referred to as a ________ stock protection program.
A) level
B) floor
C) clearance
D) base
E) hedge
254) A trade promotion that compensates retailers that transport orders from the manufacturer’s
warehouse is referred to as a
A) carry allowance.
B) haulage allowance.
C) finance allowance.
D) case allowance.
E) freight allowance.
255) Advertising programs in which a manufacturer pays a percentage of a retailer’s local
advertising expense for advertising the manufacturer’s products are referred to as
A) trade promotion programs.
B) consumer promotion programs.
C) cooperative advertising programs.
D) cause-related marketing programs.
E) shared-responsibility programs.
256) Cooperative advertising refers to
A) advertising programs by which a manufacturer pays a percentage of the retailer’s local
advertising expense for advertising the manufacturer’s products.
B) advertising programs by which a manufacturer pays for national ad distribution and the
retailer pays for local advertising expenses.
C) advertising that is paid collectively for all stores located within a specified geographic area,
such as a five-mile radius around a particular shopping center or strip mall.
D) advertising paid for by multiple independent firms to promote a product class rather than an
individual product or firm.
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer
research.
257) While reading the newspaper, Jordan noticed an advertisement containing a coupon from
Bayer that is redeemable only at Target stores. This ad is an example of
A) co-branding.
B) a finance allowance.
C) cooperative advertising.
D) a merchandise allowance.
E) specialty advertising.
258) A hardware store owner placed an advertisement for Sylvania LED bulbs in the local
newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample
advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of
the cost to place the ad in the paper. Sylvania was using ________ to promote its products.
A) strategic channel partnership
B) cooperative advertising
C) retail publicity
D) reseller consumer promotion
E) manufacturer incentive advertising
259) All of the following statements regarding the training of distributors’ sales forces are true
except which?
A) A manufacturer’s success often depends on the ability of its resellers’ sales forces to represent
its products.
B) Manufacturers develop incentive and recognition programs to motivate a reseller’s
salespeople to sell their products.
C) Intermediaries can perform customer contact and selling functions for the producers they
represent.
D) Both retailers and wholesalers employ and manage their own sales personnel.
E) Resellers’ sales forces are often the most sophisticated and knowledgeable about a
manufacturer’s products.
260) Publicity tools are
A) methods of tying charitable contributions of a firm directly to the customer revenues
produced through the promotion of one of its products.
B) methods used to get a nonpersonal, directly paid presentation of a company or its products.
C) short-term inducements of value offered to arouse interest in buying a product or service.
D) methods of obtaining nonpersonal presentation of an organization, product, or service without
direct cost.
E) free space or time donated by the media.
261) Methods for obtaining nonpersonal presentation of an organization, product, or service
without direct cost, such as news releases, news conferences, and public service announcements,
are referred to as
A) promotional strategies.
B) cooperative advertising.
C) public promotions.
D) market-oriented promotions.
E) publicity tools.
262) Which of the following is a publicity tool?
A) point-of-purchase display
B) merchandise allowances
C) news conference
D) sweepstakes
E) cooperative advertising
263) In planning and obtaining publicity, a frequently used tool is the ________, which is an
announcement regarding changes in the company or the product line.
A) trade announcement
B) news release
C) infomercial
D) news conference
E) public trade announcement
264) The objective of ________ is to inform a newspaper, radio station, or other media of an
idea for a story.
A) an infomercial
B) a business bulletin
C) a news release
D) a broadcast summary
E) a news broadcast
265) An emailed announcement that was sent to members of the business press from German
pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide
business as part of its restructuring program is an example of which type of publicity tool?
A) news release
B) public trade announcement
C) lobbying
D) news conference
E) event management
266) An announcement that Apple has just introduced a new version of its iMac Pro computer is
an example of which type of publicity tool?
A) lobbying
B) events management
C) disclosure statement
D) news release
E) public service announcement
267) A common publicity tool is the ________, in which representatives of the media are all
invited to an informational meeting and advance materials regarding the content are sent.
A) infomercial
B) news release
C) news conference
D) news flash
E) brand briefing
268) A news conference is
A) an announcement regarding changes in a company or product line.
B) free space or time in a newspaper or on a broadcast medium.
C) a publicity tool that utilizes high-visibility individuals in lobbying activities.
D) a meeting of top news executives to decide advertising policy.
E) an informational meeting to which representatives of the media are invited.
269) News conferences would most likely be used during which stage of a product’s life cycle?
A) introduction
B) maturity
C) innovation
D) growth
E) decline
270) Toyota unveiled its new off-road-ready package, the 2019 TRD Pro Series for the Tundra,
Tacoma and 4Runner, during the 2018 Chicago Auto Show. The media was invited to the
presentation and the launch was widely reported. This is an example of a
A) news release.
B) news conference.
C) promotional giveaway.
D) PSA.
E) cooperative advertisement.
271) A publicity tool that is heavily relied on by nonprofit organizations, and which involves free
space or time donated by the media, is referred to as a
A) public service announcement.
B) cooperative advertisement.
C) cause-related publicity tool.
D) news conference.
E) news release.
272) During a recent winter immunization campaign, the Centers for Disease Control and
Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu
virus. This is an example of a ________, in which the media donated free space and airtime.
A) news release
B) news conference
C) public service announcement
D) cooperative advertisement
E) charitable advertisement
273) When Google chose a new model for its advertising, it decided to
A) show advertisements that were the exact opposite of a consumer’s profile to give the ads a
higher awareness rate.
B) randomize the time periods between ads and banners rather than use a steady schedule in
order to keep the ads more noticeable.
C) customize all advertisements based upon customers’ preferences for color, music, and fonts
based on information obtained from cookies.
D) create a “quality score” to predict how effective an ad would be based on factors such as
click-through rates, advertiser history, and keyword performance.
E) create an “ad-option” page for consumers to create their own consumer profile—blocking out
products and services they don’t want and selecting the products and services they do.
274) Google’s first search engine was called
A) Pack Rat.
B) BackRub.
C) Hunt Down.
D) Black Eye.
E) Googolplex.