Question 1

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

Accepted Answer

User-generated content is often based on creativity and personal expression, and contests allow for consumers to showcase their skills and creativity for a chance to win a prize. This can help increase engagement and generate more user-generated content.

Question 2

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

The seat cushion offered as a free incentive for requesting additional information about Allegra allergy medication is an example of a premium. A premium is an item offered for free or at a reduced price as a bonus for purchasing a product or service. In this case, the seat cushion is a bonus for those interested in learning more about the medication.

Question 3

The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a __________.

Accepted Answer

The Doritos "Crash the Super Bowl" promotion is a contest, where individuals submit their own TV ad in hopes of winning the $1 million prize.

Question 4

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

Accepted Answer

A contest is a sales promotion where consumers use skill or creativity to compete for a prize.

Question 5

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 complementary item, a ball toy, in exchange for two proofs of purchase, making it a premium offer. A coupon would provide a discount on a product or service, a deal would offer a sale or special price, a rebate would provide a partial refund after purchase, and a sample would provide a small amount of the product for trial.

Question 6

All of the following are the most popular premiums EXCEPT:

Accepted Answer

While toys for dogs and cats may be popular amongst pet owners, they are not typically considered a top choice for premiums in the business world. Writing instruments, cups and mugs, desk accessories, and apparel are all commonly used as premiums in promotional campaigns.

Question 7

For marketers,the primary objective of a contest is to

Accepted Answer

The answer of For marketers,the primary objective of a contest...

Question 8

Recently,McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal.These toys are an example of a __________.

Accepted Answer

Premium items are free gifts that are given out with the purchase of another item, like a Happy Meal. The SpongeBob SquarePants toys are an example of a premium item.

Question 9

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One)promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Accepted Answer

Coca-Cola is using a deal promotion by offering a BOGO promotion.

Question 10

For marketers,the primary objective of a sweepstakes is to

Accepted Answer

The answer of For marketers,the primary objective of a sweepstakes...

Question 11

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

The term "premium" refers to a promotional tool where merchandise is offered either free or at a discounted price to customers as an incentive for purchasing a particular product or service. This is commonly seen in the form of gift with purchase offers, where customers receive a free item when they buy a certain product, or through loyalty programs where customers accumulate points that can be redeemed for merchandise. Thus, option D, premium, is the correct answer.

Question 12

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Accepted Answer

The ad is offering a premium, which is a promotional item given as a reward for purchasing a product. Customers have to send in proofs of purchase and pay for shipping in order to receive a free monogrammed T-shirt.

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,FL to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful __________ promotion.

Accepted Answer

The Pillsbury Bake Off is a contest in which participants compete to create the best new recipe using the sponsor's products. The top 100 finalists are flown to Orlando, FL to compete for cash and merchandise that exceeds $1 million. Therefore, the best choice is B) contest.

Question 14

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Accepted Answer

The men's store is offering a deal where customers can buy one shirt and get a second shirt of equal or lower value for only one dollar. This is a type of sales promotion that encourages customers to buy more by offering an incentive or discount.

Question 15

"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 paragraph mentions that the event is a competition to design and sew a garment, which implies it is a contest. Choice A, premium, implies a reward for purchasing something, which is not mentioned. Choice B, sweepstakes, involves chance rather than skill, which does not match the description of the event. Choice D, deal, refers to a transaction, which is not relevant to the event. Choice E, end-run sample, is not a recognized term and does not fit the context.

Question 16

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged for it?

Accepted Answer

This is the definition of a self-liquidating premium, where the merchandise is offered at a discounted price and the cost is covered if the consumer is charged for it.

Question 17

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________.

Accepted Answer

The term "deal" refers specifically to short-term price reductions used to entice potential customers or fight against competitors' pricing moves. Coupons, samples, premiums, and product placement may also be used for these purposes, but the term "deal" specifically refers to price reductions.

Question 18

Recently,McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal.These collectibles are an example of a __________.

Accepted Answer

Premiums are items offered for free or at a low cost as a bonus for purchasing a product or service. In this case, the collectible toys are offered as a premium with the purchase of a Happy Meal. Deals typically refer to discounts on the purchase price, rebates involve receiving money back after the purchase, coupons provide a discount on a specified product or service, and samples offer a small portion of a product for free to try.

Question 19

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

Sweepstakes are promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer.

Question 20

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 scenario represents a contest because participants have to solve a puzzle and the winner is chosen based on their ability to solve the puzzle correctly. A sweepstakes would involve a random drawing where a winner is chosen without requiring any specific skill or knowledge to enter. A premium is a promotional item that is given away with the purchase of a product. A deal would involve a promotional discount or offer on a product. A trade promotion would be targeted towards businesses and may involve incentives to encourage them to purchase a product.

Quiz 18: Advertising, Sales Promotion, and Public Relations

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