Question 1

What is the purpose of a promotion program?&#10;A) Generate awareness&#10;B) Motivate customers&#10;C) Build brand preference&#10;D) Stimulate immediate sales&#10;E) Communicate effectively

Accepted Answer

D

Question 2

Coupons are high effectively as a promotional strategy for brands, except:&#10;A) High cost of mailing&#10;B) Too many competitors&#10;C) Low redemption rates&#10;D) Not enough value&#10;E) Easy to counterfeit

Accepted Answer

Low redemption rates mean that coupons are not effective as a promotional strategy.

Question 3

The main difference between a contest and a sweepstakes is that:&#10;A) Random drawing&#10;B) Skill required&#10;C) Better prizes&#10;D) Easier to enter&#10;E) Not as exciting

Accepted Answer

Contests require participants to use some level of skill or ability to compete for prizes, whereas sweepstakes winners are chosen at random.

Question 4

Sampling is a highly effective way to get people to try a new brand because:&#10;A) Easy and inexpensive&#10;B) Promotes brand name&#10;C) No purchase risk for consumer&#10;D) Only b and c&#10;E) Only a and b

Accepted Answer

Sampling reduces purchase risk for consumers and promotes the brand name, making it an effective strategy for introducing new brands.

Question 5

Online games and competitive contests are popular for companies because:&#10;A) Fun for consumer to participate&#10;B) Creates interest and excitement for brand&#10;C) Motivation to purchase the product&#10;D) Low cost option for marketing&#10;E) Source of prospecting emails

Accepted Answer

The answer of Online games and competitive contests are popular...

Question 6

How can a brand encourage purchases while consumers are shopping in a store?&#10;A) On-pack gift&#10;B) Extra amount&#10;C) BOGO&#10;D) None of above&#10;E) All of the above

Accepted Answer

On-pack gifts, offering extra amounts of the product, and BOGO (Buy One, Get One) deals are all effective strategies to encourage purchases while consumers are shopping in a store.

Question 7

The danger with cash back, rebates, and refund programs is that:&#10;A) Low return on investment&#10;B) Do not contribute to incremental sales&#10;C) Expensive and difficult to manage&#10;D) Consumers expect and demand more&#10;E) Lower the image of the brand

Accepted Answer

Consumers expect and demand more

Question 8

How do you decide which promotion strategy to use for a brand? And, how do you measure its performance and evaluate the program's success?

Accepted Answer

The answer of How do you decide which promotion strategy...

Question 9

Which is a more effective couponing method: paper or digital? Provide a rational to support your answer. Consider the impact on brands as well as consumers.

Accepted Answer

The answer of Which is a more effective couponing method:...

Question 10

Which of the following is not a category of brand visibility?&#10;A) Logo merchandise&#10;B) Product packaging&#10;C) Licensing opportunities&#10;D) Television commercial&#10;E) Event sponsorship&#10;

Accepted Answer

The options provided are all methods to increase or represent brand visibility, which is the extent to which a brand is seen and recognized by consumers. However, the question asks for the one that is not a category of brand visibility. Since all the options can be associated with brand visibility, there might be a misunderstanding in the question. Each option can be explained as follows:
a) Logo merchandise: This refers to products that feature a company's logo, which helps in promoting the brand and increasing its visibility.
b) Product packaging: The design and appearance of a product's packaging can greatly influence brand recognition and visibility on store shelves.
c) Licensing opportunities: When a company licenses its brand to other manufacturers or producers, it can increase brand visibility through a variety of products or services.
d) Television commercial: TV commercials are a traditional form of advertising that can reach a wide audience, thereby increasing brand visibility.
e) Event sponsorship: By sponsoring events, a brand can gain exposure to the attendees and through media coverage, further enhancing its visibility.
Since all these options are indeed categories of brand visibility, there is no correct answer to the question as it is currently phrased. If the question is intended to identify an option that is least like the others or not primarily a marketing strategy, it might need to be rephrased for clarity.

Deck 9: Sales Promotion Strategies: Motivating Shoppers to React and Respond to Offers