Question 1

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

Accepted Answer

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

Question 2

________ 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 that provide savings off the regular price of a product, and are often flagged on the label or package. Coupons are typically separate pieces of paper or digital offers that provide savings, rebates require submitting proof of purchase to receive a discount after the sale, premiums offer a free item with purchase, and samples provide a small amount of a product to try.

Question 3

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

A sample is a small amount of a product or service that is offered for free to consumers to try out. Samples can be delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer. The other options (coupons, rebates, premiums, price packs) do not typically offer a free physical sample of the product or service.

Question 4

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 promotions can lead to increased price sensitivity among consumers, as they are constantly looking for the best deals and may not be as loyal to a particular brand.

Question 5

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

Accepted Answer

Premiums, as a consumer promotion tool, are merchandise offered at a relatively low cost or free as an incentive to purchase a particular product. They are often used to increase the perceived value of a product, encourage trial, and build brand loyalty. Examples of premiums include free samples, gifts with purchase, and contests with prizes.

Question 6

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

The most likely objective of Mountain Dew's sponsorship of adventure events such as snowboarding and skateboarding competitions is to create perceptions of key brand image associations. By associating the brand with the excitement and thrill of these events, Mountain Dew is hoping to create a perception that their brand is adventurous, daring, and bold. This type of sponsorship is a way to communicate the desired brand image to consumers, rather than just telling them through traditional advertising.

Question 7

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

This is known as forward buying, where retailers purchase a larger than immediate need quantity in anticipation of future demand or to take advantage of promotional pricing. This can lead to inventory management issues if demand does not meet expectations.

Question 8

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

Accepted Answer

Lead time refers to the time necessary to prepare a promotional program prior to launching it.

Question 9

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 10

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. The other options are:
A) Tie-in promotion: Involves offering a gift or special price as an inducement to buy a related product.
B) Frequency programs: Involves rewarding customers for repeat purchases.
C) Specialty advertising: Refers to the use of promotional items branded with a company’s name or logo.
E) Patronage awards: Involve rewarding loyal customers with coupons or other incentives.

Question 11

________ 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 refers to the period beginning with the promotional launch and ending when around 95 percent of deal merchandise is in the hands of consumers. This is the time when retailers order the merchandise from suppliers and distributors, and the initial sales period begins.

Question 12

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 a specific type of promotion tool that rewards the sales force or dealers who increase their sales results over a stated period, typically with prizes such as money, trips, gifts, or points. Trade shows are events where companies showcase their products and services to potential customers. Frequency programs reward customers for making repeat purchases. Sweepstakes are typically promotions where winners are selected at random. Patronage awards are programs that reward customers for their loyalty over time.

Question 13

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 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 promotions that do not involve product performance guarantees.

Question 14

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 15

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 allow companies or brands to create a personal and memorable experience for consumers, which can lead to a stronger emotional connection with the brand. This can deepen the relationship with the target market and make the brand more meaningful to them.

Question 16

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

Accepted Answer

Rebates are the consumer promotion tools that provide a price reduction after purchase rather than at the retail shop. Cents-off deals, price packs, coupons, and premiums provide price reductions or additional products at the retail shop during the purchase.

Question 17

________ 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 a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy. Sampling is similar to a free trial, but typically involves smaller portions or products. A premium is an item offered for free or at a reduced price as a bonus for purchasing another product. Cross-promotion involves partnering with another brand or product to promote both products. A rebate is a discount offered after the purchase has been made.

Question 18

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 nondeal regions?

Accepted Answer

This practice is known as diverting, where retailers purchase excess inventory under a sales promotion in one region and ship it to their stores in different regions where the promotion is not available. Panic buying refers to a sudden and unexpected surge in demand for a product, hoarding is the accumulation of goods beyond what is necessary, and stockpiling refers to holding a large quantity of goods in anticipation of future scarcity. Forward buying is purchasing goods in advance of the regular buying cycle to take advantage of lower prices.

Question 19

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

Accepted Answer

Coupons entitle the bearer to a stated saving on the purchase of a specific product. Samples refer to a small quantity of a product given to consumers for trying before buying. Rebates refer to a portion of the purchase price returned to the buyer after the purchase. Price packs refer to when a product is offered at a reduced price for a limited period. Premiums refer to an extra item offered for free or at a reduced price when purchasing a product.

Question 20

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

Accepted Answer

Consumer refund offers are typically used to encourage trial of a product or to increase sales in the short term. These promotions do not necessarily build long-term brand image or loyalty.

Quiz 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations