Question 1

Which of the following is a problem with coupons distributed in magazines and newspaper (noninsert)?

Accepted Answer

Coupons distributed in magazines and newspapers often face issues such as low redemption rates because they may not reach the intended audience effectively or at the right time. They are also susceptible to misredemption, where they might be used incorrectly or fraudulently. Additionally, these types of coupons do not generate much trade interest as they might not be as targeted or compelling as other marketing strategies, leading to less enthusiasm from retailers or manufacturers.

Question 2

Sun Cosmetics decides to promote After-Sun Aloe by including an on-pack coupon on that brand and on one of its other products,SunBreak.Sun Cosmetics is using crossruffing to stimulate _____ and the on-pack coupon to stimulate _____.

Accepted Answer

Cross-ruffing is used to stimulate trial purchasing by encouraging customers to try a new product through a promotion linked with another product. The on-pack coupon is aimed at stimulating repeat purchasing by offering a discount or incentive to buy the product again.

Question 3

Researchers have found that higher-value coupons signal higher prices to consumers.This is especially true when consumers are _____.

Accepted Answer

Higher-value coupons can signal higher prices especially to consumers who are unfamiliar with a brand, as they may interpret the need for a high-value coupon as an indication that the product is generally more expensive.

Question 4

Which of the following is FALSE regarding mail-delivered coupons?

Accepted Answer

Mail-delivered coupons are generally more expensive than other distribution methods like newspaper inserts or digital coupons due to printing and postage costs.

Question 5

A package coupon has _____ because an initial purchase may stimulate another purchase.

Accepted Answer

Bounce-back value refers to the value of a coupon or promotion that encourages customers to return to a store or make another purchase after their initial one. This is because the coupon or promotion encourages a "bounce-back" visit or purchase, increasing the likelihood of repeat business.

Question 6

Which type of coupons achieve the highest household penetration?

Accepted Answer

Mail-delivered coupons typically achieve the highest household penetration because they are specifically targeted to individual households and are more likely to be seen and used compared to other types of coupons. Additionally, they may have a longer shelf-life than other types of coupons as they are not limited to a specific time frame or location.

Question 7

Which type of couponing possesses considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon?

Accepted Answer

Online coupons possess considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon by simply printing them off multiple times or sharing them with others.

Question 8

Which of the following is an advantage of in- and on-pack coupons?

Accepted Answer

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

Question 9

Which type of couponing allows a manufacturer to deliver a coupon to a consumer that purchases a competitor's brand?

Accepted Answer

Scanner-delivered coupons are distributed at the point of sale, based on the products the consumer is purchasing. If a consumer buys a competitor's brand, the system can issue a coupon for the manufacturer's product as an incentive to try it next time.

Question 10

Trina purchased a new brand of high-fiber cereal and noticed that there was a coupon printed on the back of the package worth 2 dollars off of her next purchase of this brand.What type of coupon is this?

Accepted Answer

In-pack coupons are printed on the packaging of the product.

Question 11

Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?

Accepted Answer

The answer of Anthony picked up a package of paper...

Question 12

Which of the following statements is FALSE concerning in- and on-pack coupons?

Accepted Answer

In-pack and on-pack coupons have higher redemption rates compared to other coupon distribution methods such as freestanding inserts because they are already in the hands of the consumer at the point of purchase. The other statements are true.

Question 13

_____ is when a coupon for one brand is promoted by another brand.

Accepted Answer

Crossruffing is a promotional strategy where a coupon for one brand is distributed through another brand's product, encouraging consumers to try both products.

Question 14

Duke's mayonnaise,a regional brand,just recently began distributing scanner-delivered coupons.Which of the following is true regarding this delivery mode in this instance?

Accepted Answer

Scanner-delivered coupons are often used to encourage brand switching by providing a coupon for a competing brand at the checkout counter, which can be used on a future purchase.

Question 15

Although the instant coupon is a minor form of couponing,it has emerged in recent years as an alternative to _____.

Accepted Answer

The instant coupon is a form of couponing that provides an immediate discount at the point of purchase, making it an alternative to traditional price-off deals. It is not a replacement for sampling, freestanding inserts, premiums, or contests.

Question 16

Major package goods companies are experimenting with coupon offers to mobile phone users.This is an example of _____ couponing.

Accepted Answer

The use of mobile phones for coupon offers indicates that the coupons are being delivered via wireless technology. Therefore, the correct answer is C) wireless.

Question 17

Mail-delivered coupons are generally used for _____.

Accepted Answer

Mail-delivered coupons are primarily used to introduce new or improved products to the market. They encourage customers to try new products and create awareness about them.

Question 18

Research indicates that there is some evidence that FSIs also perform a(n)_____ function.

Accepted Answer

The answer of Research indicates that there is some evidence...

Question 19

If a coupon for Coca-Cola appears on a package of Cheerios (General Mills product),it is referred to as _____.

Accepted Answer

Crossruffing is a promotional technique where a coupon for one product is placed on or inside another product, often from a different company, to encourage the purchase of both products.

Question 20

Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the shelf that allowed him to get a coupon for a specific brand of cereal.Which type of point-of-purchase coupon is this?

Accepted Answer

A shelf-delivered coupon is directly provided to the consumer at the point of purchase, typically through a device mounted on the shelf, as described in the scenario.

Quiz 19: Consumer Sales Promotion: Sampling and Couponing

Which of the following is a problem with coupons distributed in magazines and newspaper (noninsert) ?

Sun Cosmetics decides to promote After-Sun Aloe by including an on-pack coupon on that brand and on one of its other products,SunBreak.Sun Cosmetics is using crossruffing to stimulate _ and the on-pack coupon to stimulate _.