Question 1

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

Accepted Answer

A premium is an item that is given away for free or at a discounted price as an incentive to purchase a product or service. In this case, the purple seat cushion is being offered as a premium to those who request additional information about the Allegra allergy medication.

Question 2

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?

Accepted Answer

Alka-Seltzer is providing a sample of its product along with the newspaper, in the hope that Arturo will try it and possibly become a regular customer.

Question 3

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?

Accepted Answer

The promotion described involves the distribution of tokens to customers who purchase certain menu items, and the chance to win cash or instant prizes based on the tokens collected. This fits the definition of a sweepstakes, which is a promotion that involves chance and does not require a purchase to enter.

Question 4

Today,there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers

Accepted Answer

Offering an "experience" as a prize has become a popular variation of sweepstakes, as consumers are often more interested in unique and memorable experiences than simply winning a product or receiving a coupon or rebate. Examples of such experiences could include a VIP tour of a theme park, a meet-and-greet with a celebrity, or a once-in-a-lifetime trip or adventure.

Question 5

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

Accepted Answer

The complimentary scoop of ice cream on "Free Cone Day" is a sample promotion, as it allows customers to try the product for free in the hopes of generating future sales.

Question 6

Which sales promotion tool is the best match for the growth in consumer- (or user-)generated content?

Accepted Answer

Contests are the best match for the growth in consumer-generated content as they encourage consumers to create and share their own content in order to win a prize. This can generate lots of user-generated content and buzz around a brand or product.

Question 7

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

Accepted Answer

This is a contest because participants are required to solve a puzzle and submit their answer to be considered for a prize.

Question 8

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

Accepted Answer

The answer of A sales promotion in which consumers are...

Question 9

"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.

Accepted Answer

The passage describes a competition in which participants design and sew garments to compete for prizes. This type of competition is commonly referred to as a contest. Therefore, the correct choice is C. The other choices do not accurately describe the nature of the event - A) premium refers to a high-quality or luxury item, B) sweepstakes typically involves a prize drawing, D) deal refers to a transaction or bargain, and E) end-run sample is not a relevant term.

Question 10

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?

Accepted Answer

Using a demonstrator to prepare the snack and give away samples in a grocery store will allow customers to see how easy it is to prepare the product and allow them to taste it, which will increase the likelihood that they will buy it. This method also creates a personal connection with the customer and can generate excitement and interest in the product.

Question 11

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 U.S.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.What type of sales promotion was used here?

Accepted Answer

The type of sales promotion used here is a sample as it involves delivering a small packet of Nutella spread to consumers to induce trial of the product.

Question 12

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

Accepted Answer

Taco Bell used sampling as a sales promotion technique by giving away millions of free tacos to introduce its new product, the Doritos Locos Tacos.

Question 13

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 is an example of a very successful __________ promotion.

Accepted Answer

The description provided indicates that there are thousands of people competing to create the best recipe, which is a characteristic of a contest. The top 100 finalists are then flown to compete for the grand prize of cash and merchandise, further solidifying the event as a contest.

Question 14

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

Accepted Answer

Sweepstakes are the only option listed that involve no analytical or creative effort by the consumer. They are purely based on luck and chance, as winners are randomly selected.

Question 15

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.

Accepted Answer

The California Pistachio Growers Association is using a sweepstakes sales promotion, as participants are encouraged to register to win 100 pounds of pistachios and a trip to California by simply visiting their website.

Question 16

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.

Accepted Answer

Chevy is using a sweepstakes sales promotion tool by encouraging visitors to sign up to win one of the trucks, without requiring any purchase.

Question 17

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

The answer of Sales promotions where the consumer is offered...

Question 18

Leading up to Super Bowl weekend,Doritos sponsors "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos.A panel of judges then selects the finalists,posts the submissions on the Doritos Facebook page,and opens up voting by the public to name the $1 million prize winner.Which type of sales promotion is Doritos using?

Accepted Answer

Doritos is using a contest as a sales promotion strategy by asking people to create their own 30-second ad about Doritos, and later, naming the $1 million prize winner through public voting.

Question 19

Sampling is an appropriate strategy for which type of products?

Accepted Answer

The answer of Sampling is an appropriate strategy for which...

Question 20

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase,it was using a

Accepted Answer

Milk-Bone is offering a ball toy as a reward for purchasing their product and providing two proofs of purchase, which is a premium offer.

Quiz 15: Advertising, sales Promotion, and Public Relations