Question 1

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period,with prizes (money,trips,gifts,or points)going to those who succeed.

Accepted Answer

A sales contest is specifically designed to motivate salespeople to perform better and reach their targets within a specific time frame. It provides incentives in the form of rewards like money, trips, gifts, or points to those who achieve their goals. Trade shows are events that exhibit products and services to potential buyers. A frequency program is aimed at rewarding customers for their loyalty to a brand. Sweepstakes are games of chance where winners are selected randomly. Patronage awards are given to customers who have been consistently buying a particular brand's products or services.

Question 2

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

Accepted Answer

Cross-promotion involves using one brand to advertise another noncompeting brand, which is exactly what the question is asking for. Tie-in promotion involves promoting two or more products in a single package deal, frequency programs involve rewarding customers for making repeated purchases, specialty advertising involves using promotional items with the brand logo, and patronage awards involve rewarding customers for their loyalty to a specific brand. None of these options involve using one brand to advertise another noncompeting brand.

Question 3

________ are consumer promotion offers to consumers of savings off the regular price of a product,flagged on the label or package.

Accepted Answer

Price packs are offers to consumers of savings off the regular price of a product, flagged on the label or package. Coupons are a type of promotion offer that provides a discount or rebate when a product is purchased. Rebates are a type of promotion offer that provides a refund for a portion of the purchase price after the product is purchased. Premiums are a type of promotion offer that provides a free gift or item with the purchase of a product. Samples are a type of promotion offer that provides a free sample of the product.

Question 4

Which of the following is an example of a manufacturer promotion?

Accepted Answer

The answer of Which of the following is an example...

Question 5

________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop.

Accepted Answer

Rebates are specifically designed to provide a price reduction after purchase, as consumers have to request the rebate and then wait for the refund to be processed. Cents-off deals, price packs, and coupons all provide immediate price reductions at the retail shop. Premiums are not related to a price reduction at all, as they involve receiving a free item with purchase.

Question 6

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

Accepted Answer

Coupons are certificates that offer a discount on a specific product. Samples are free products given to customers to try. Rebates offer cash back to the customer after a purchase has been made. Price packs bundle a product with another item and offer it at a discounted price. Premiums are items given to customers for free or at a low cost as a reward for purchasing a specific product.

Question 7

According to consumer-packaged goods companies,which of the following effects is attributed to the heavy use of sales promotion?

Accepted Answer

Heavy use of sales promotion tends to increase price sensitivity among consumers, meaning they are more likely to prioritize price over brand loyalty or quality image.

Question 8

________ is the time necessary to prepare a promotional program prior to launching it.

Accepted Answer

Lead time is the time necessary to prepare a promotional program prior to launching it. It includes the time needed to develop creative materials, produce them, and distribute them to the target audience.

Question 9

Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?

Accepted Answer

Forward buying is the practice of purchasing a larger quantity of a product during a sales promotion period than can be immediately sold, with the intention of stocking up for future sales. This can be problematic for manufacturers who may experience fluctuations in sales and supply chain disruptions due to overstocking by retailers.

Question 10

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door,sent in the mail,picked up in a store,attached to another product,or featured in an advertising offer?

Accepted Answer

Samples are a consumer promotion tool that offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer. Coupons offer a discount on a product or service, rebates provide a cash refund after the purchase, premiums are items given away with the purchase of another product, and price packs offer a reduced price for purchasing multiple items.

Question 11

Which of the following is a sales promotion tool that typically does not build brand image?

Accepted Answer

Consumer refund offers may encourage immediate purchases, but they do not necessarily build long-term brand loyalty or a positive brand image.

Question 12

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

Accepted Answer

Events and experiences provide opportunities for companies or brands to interact with their target market in a personal and memorable way. By creating meaningful experiences that are relevant to consumers' lives, companies can strengthen their relationship with the target market and foster a sense of loyalty and emotional connection. This approach can be particularly effective in building brand awareness and advocacy.

Question 13

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions.What is the most likely objective of Mountain Dew's sponsorship of these events?

Accepted Answer

By sponsoring adventure events such as snowboarding and skateboarding competitions, Mountain Dew is creating perceptions of key brand image associations with adventure, thrill-seeking and excitement. This sponsorship helps to reinforce the brand's positioning and values in the minds of consumers.

Question 14

Premiums,as a consumer promotion tool,are defined as ________.

Accepted Answer

Premiums are merchandise offered at a relatively low cost or free as an incentive to purchase a particular product. Choices A and B refer to discounts and coupons, respectively. Choice C refers to loyalty programs. Choice E refers to rebate programs.

Question 15

________ is a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy.

Accepted Answer

Free trial is the consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy. Sampling (A) is similar but usually involves offering a smaller portion of the product for customers to try. Premium (B) is a promotional item given to customers who make a purchase or complete a specific action. Cross-promotion (C) is when two or more companies work together to promote each other's products or services. Rebate (E) is a refund given to customers after they have already purchased the product.

Question 16

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

Accepted Answer

Diverting involves purchasing products at a lower price in one region due to a promotion and then distributing them to areas where the products are sold at the regular price, thus taking advantage of the price difference.

Question 17

Which of the following is a sales promotion tool that is consumer franchise building in nature?

Accepted Answer

The answer of Which of the following is a sales...

Question 18

________ begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.

Accepted Answer

Sell-in time typically refers to the period of time from the promotional launch of a deal until the majority (around 95 percent) of the merchandise is in the hands of consumers. During this time, the goal is to sell the product to retailers and distributors, who will then sell it to consumers. Lead time, setup time, and link time can all be factors in the sell-in process, but sell-in time specifically refers to this phase of the sales cycle. Hold time is not typically used to describe this process.

Question 19

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?

Accepted Answer

The answer of Rolex calls itself the "Official Timekeeper" of...

Question 20

Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?

Accepted Answer

Product warranties refer to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period. Coupons, free trials, rebates, and patronage awards are all different types of consumer promotion tools, but they do not specifically refer to promises made by sellers about the performance or quality of a product.

Quiz 18: Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period,with prizes (money,trips,gifts,or points) going to those who succeed.