Question 1

The most popular loyalty programs today are ________ reward programs.

Accepted Answer

Credit card reward programs are the most popular loyalty programs today because they offer a wide range of rewards, such as cash back, travel points, and merchandise.

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 using a sample as a sales promotion technique by providing a free dose of their Heartburn Relief medication along with the newspaper, allowing consumers to try the product without purchasing it.

Question 3

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 loyalty program encourages repeat purchases by rewarding customers for their continued patronage, thus fostering long-term customer relationships.

Question 4

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

A demonstrator giving away samples in a grocery store allows customers to experience the ease of preparation and taste the product, directly addressing the unfamiliarity issue.

Question 5

A sales promotion prominently displayed in a store aisle is called ________ display.

Accepted Answer

A point-of-purchase display is a marketing material or advertising placed next to the merchandise it is promoting, typically located in a store aisle to attract customers' attention and encourage impulse buying.

Question 6

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

A sweepstakes is a sales promotion tool where participants enter to win a prize, such as a truck, without any purchase necessary, which matches the scenario described.

Question 7

Virgin Mobile, a mobile communications service provider, recently offered consumers a ________ of $100 when they switched their service during a seven-week period, and deducted it from the first bill.

Accepted Answer

A rebate is a partial refund to someone who has paid too much money for tax, rent, or a utility. In this context, Virgin Mobile is offering a rebate of $100, which is deducted from the first bill when consumers switch their service.

Question 8

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 marketing strategy that rewards customers for their repeat purchases, often by offering points or premiums as they accumulate purchases.

Question 9

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Accepted Answer

A rebate is a consumer sales promotion tool that offers the return of money based on proof of purchase.

Question 10

Taco Bell introduced its Doritos Locos Tacos by giving away millions of free tacos. Taco Bell used a sales promotion technique called

Accepted Answer

Sampling involves giving away free products to encourage trial and increase awareness, which is what Taco Bell did with the Doritos Locos Tacos.

Question 11

McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers 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

This promotion is called a sweepstakes because it involves a game of chance where customers receive tokens with their purchase and can win prizes based on the luck of matching tokens, without requiring a purchase or skill to enter.

Question 12

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

Accepted Answer

Point-of-purchase displays are designed to attract customers' attention and encourage them to try the product, often supporting other in-store promotions to boost sales.

Question 13

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 United States 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. In addition to the coupon, what type of sales promotion was used here?

Accepted Answer

A sample is a small amount of a product that is given away for free to encourage people to try it. In this case, the sample was a 20-gram "Coppetta" packet of Nutella spread.

Question 14

Sampling is an appropriate strategy for which type of products?

Accepted Answer

Sampling is an effective strategy for new products as it allows consumers to try the product before making a purchase decision, helping to increase awareness and adoption.

Question 15

Some studies estimate that ________ percent of a consumer's buying decisions are made in the store.

Accepted Answer

The answer of Some studies estimate that ________ percent of...

Question 16

A promotion related to the movie Pacific Rim Uprising was seen in Target stores throughout the United States. The sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Accepted Answer

A point-of-purchase display is a marketing material or advertising placed next to the merchandise it is promoting, typically in a retail store, to draw consumer attention and encourage impulse buying.

Question 17

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

Accepted Answer

A complimentary scoop of ice cream on "Free Cone Day" is considered a sample because it allows customers to try the product for free, potentially encouraging future purchases.

Question 18

Nabisco used a freestanding rack in the shape of a bus to promote its Ritz and other cracker products. The goal of the sales promotion was to maximize 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 U.S. grocery stores. This type of sales promotion is referred to as a

Accepted Answer

A point-of-purchase display is a marketing strategy where products are placed in a prominent location in a store to attract consumer attention and encourage impulse buying. The freestanding rack shaped like a bus is an example of this type of display.

Question 19

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

Accepted Answer

Samples are sales promotions where consumers are offered the product free or at a greatly reduced price to encourage trial and purchase.

Question 20

When a ________ is offered on lower-priced items as a sales promotion, the time and trouble of mailing in a proof of purchase to get the check often means that many buyers never take advantage of it.

Accepted Answer

A rebate is a partial refund to someone who has paid too much money for tax, rent, or a utility. In sales promotions, rebates require buyers to mail in a proof of purchase to receive the refund, which many buyers neglect to do due to the inconvenience.

Quiz 19: Using Social Media and Mobile Marketing to Connect With Consumers