Question 1

Valassis-Nutella Sales Promotion Image -The Valassis-Nutella sales promotion image above was part of a sales promotion campaign recently conducted by Valassis on behalf of its client Nutella.Valassis is one of the largest full-service marketing service firms in the U.S.Valassis uses free-standing inserts (FSIs)as a key sales promotion tactic.An FSI is a full-color booklet consisting of several pages of advertisements,coupons,and other promotional offers for a product that is inserted within the Sunday newspaper.Valassis created and managed the Nutella promotion to reach its target market to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that has been imported into the U.S.from Italy.The Valassis polybag contained a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure that were delivered to consumers' doors.What type of sales promotion has just been described?

Accepted Answer

The sales promotion being described is a sample, as it involves providing consumers with a small packet of the Nutella spread in order to induce trial of the product.

Question 2

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.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 8 million free tacos and burritos, allowing potential customers to try their new low-fat Border Lights fare.

Question 3

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A loyalty program is a type of sales promotion that aims to encourage repeat purchases by rewarding customers with premiums or incentives as they continue to make purchases. These premiums may include discounts, free products, or other benefits that are only available to customers who participate in the program. In this way, a loyalty program can help to build brand loyalty and keep customers coming back to make additional purchases over time.

Question 4

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.This is an example of __________.

Accepted Answer

This is an example of product placement, where a product is featured prominently in a popular media (in this case, the movie E.T.) to increase its visibility and sales. Hershey's Reese's Pieces benefited greatly from being featured in the film, while Mars missed out by not allowing their product, M&Ms, to be used.

Question 5

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Accepted Answer

A trading stamp program that rewards customers for repeat purchases is likely to encourage them to come back and make additional purchases in order to earn free food. This creates a long-term customer who is more likely to return to the restaurant in the future. Options B and D are one-time promotions that do not encourage repeat business, while option C is a small incentive that may not be meaningful enough to create long-term customers. Option E provides samples, but does not offer any direct incentive to return and make additional purchases.

Question 6

Sampling is an appropriate strategy for which type of products?

Accepted Answer

Sampling is an appropriate strategy for new products as it introduces the product to potential customers and allows them to try it before making a purchase decision. For commodity products and perishable goods, other strategies like price promotions and product placement may be more effective. For specialty goods, a targeted advertising and promotion strategy may be more effective.

Question 7

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 hired by the company to prepare the snack in a grocery store and give away cooked, bite-sized portions of the snack to shoppers as they pass by is the best option for this scenario. This method directly addresses the issue of customers being unfamiliar with calzones by providing them with a familiar and enticing sample. Additionally, it highlights the ease of preparation by having a demonstrator prepare it right in front of them. This approach is also likely to generate buzz and interest among shoppers, leading to increased sales.

Question 8

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1)allowances and discounts,(2)__________,and (3)training of distributor's salesforces.

Accepted Answer

Cooperative advertising involves manufacturers offering to pay for a percentage of the advertising costs for retailers or distributors who promote their products. This is a common strategy used to incentivize retailers and distributors to carry and sell their products. It is unique to retailers and distributors, as wholesalers typically do not engage in advertising for the products they carry. Allowances and discounts are also common trade-oriented sales approaches, but they are not unique to any specific type of trade partner. The training of distributor's salesforces is another approach targeted to distributors, but it is not as common as allowances and discounts or cooperative advertising. The other choices (reminder advertising, pioneering advertising, competitive advertising, and comparative advertising) are not relevant to trade-oriented sales approaches.

Question 9

McDonald's Sales Promotion Image
-As shown in the McDonald's Sales Promotion Image above,McDonald's partners with Hasbro each year to offer a Monopoly sales promotion that involves 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 match the color-coded properties,customers will win a cash prize of up to $1 million.Customers may also win "Instant" prizes redeemable for specific food or drink items.What is this popular sales promotion?

Accepted Answer

The McDonald's Monopoly sales promotion involves chance, as customers receive tokens with the hope of matching properties for cash prizes. This fits the definition of a sweepstakes.

Question 10

Nabisco Sales Promotion Image
-The Nabisco sales promotion image above was seen in grocery stores throughout the U.S.The Nabisco bus was designed to promote its Ritz and other cracker products.The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks.The "bus," which provided storage for the featured products,was placed in a high-traffic area of the store.This type of sales promotion is referred to as __________.

Accepted Answer

The image describes a point-of-purchase display, which is designed to attract consumers' attention and encourage sales at or near the place where the product is being sold. The other options do not match the description of the Nabisco bus promotion.

Question 11

For marketers,the primary objective of a point-of-purchase display is to

Accepted Answer

The primary objective of a point-of-purchase display is to increase product trial and provide in-store support for other promotions. It aims to encourage customers who are already in the store to make additional purchases or to try new products. It is also an effective way to promote and support other marketing promotions.

Question 12

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Accepted Answer

The answer of Sales tools used to support a company's...

Question 13

Trade promotions refer to

Accepted Answer

Trade promotions are sales tools that support a company's advertising and personal selling efforts directed towards wholesalers, distributors, or retailers. These promotions can include discounts, allowances, co-operative advertising, and point-of-purchase displays. The aim of trade promotions is to encourage retailers to stock and promote a brand within their stores, ultimately leading to increased sales for the company.

Question 14

Product placement refers to

Accepted Answer

Product placement refers to the use of a brand-name product in a movie, television show, video, or a commercial for another product. It is a form of advertising where the product is integrated into the content rather than being shown in a traditional commercial.

Question 15

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 16

The most popular loyalty programs today are __________ reward programs.

Accepted Answer

Credit card reward programs are the most popular loyalty programs today, as they offer a variety of rewards such as cashback, travel miles, discounts, and points that can be redeemed for various purchases. They are also widely accepted and used by consumers for daily purchases, making them a convenient option for earning rewards. While the other options may have their own loyalty programs, they are not as widely popular or used by consumers on a daily basis.

Question 17

A sales promotion prominently displayed in a store aisle is called a(n)__________ display.

Accepted Answer

A point-of-purchase display is a promotional tool that is strategically placed next to the products it is promoting, typically in a high-traffic area such as at the end of an aisle. This is designed to encourage customers to make a last-minute purchase or to draw attention to a new or seasonal product.

Question 18

When Allyn 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

The example suggests that Alka-Seltzer is using a sample as a sales promotion technique by including one dose of their heartburn relief medication with the newspaper.

Question 19

Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

A rebate is a partial refund of the purchase price that is offered to the customer after the purchase is made. In this case, Apple is offering customers a $100 rebate when they purchase a computer and a printer.

Question 20

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as __________.

Accepted Answer

Product placement is the use of brand-name products in various forms of media for promotional purposes. This technique is often used to increase brand awareness and association with specific products or services. The products are shown in a subtle way, without directly promoting them, but rather integrating them into the production. This can be seen in movies, television shows, videos, and even in some commercials. Co-branding, subliminal tie-in, partnership promotion, and product parallelism are all different sales promotion techniques.

Quiz 15: Advertising, Sales Promotion, and Public Relations