Question 1

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

Sales promotions often lead to temporary increases in sales, but these gains typically diminish once the promotion ends, making them unsustainable as the sole basis for a promotional campaign.

Question 2

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Accepted Answer

Direct marketing involves direct communication with consumers to elicit a response such as an order, request for information, or store visit.

Question 3

When Tonya had her baby at a local hospital, she was given a diaper bag with samples of Enfamil baby formula. These free samples are examples of

Accepted Answer

Sales promotions are marketing strategies that involve offering incentives or samples to encourage consumers to try a product, like the free samples of baby formula given to Tonya.

Question 4

All of these are examples of sales promotion tools except which?

Accepted Answer

Catalogs are not a sales promotion tool. They are used to provide information about products and services.

Question 5

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

P&G emphasized sales promotion by handing out samples and sponsoring a contest, which are tactics used to stimulate consumer interest and encourage product trial.

Question 6

Which of these weaknesses is associated with sales promotions?

Accepted Answer

Sales promotions can lose their effectiveness if used continuously, as consumers may come to expect them and not respond as strongly.

Question 7

A food warehouse store obtained a very good price on a brand of frozen orange juice and, rather than maintain it as extra inventory, wanted to sell it quickly to consumers. Which promotional element should be used?

Accepted Answer

Sales promotion is the most effective promotional element for quickly moving inventory, as it includes tactics like discounts, coupons, or special offers that can incentivize immediate purchases.

Question 8

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Accepted Answer

Direct marketing can be customized to address the specific preferences and needs of individual target markets, allowing for personalized communication and offers.

Question 9

Which of these is a strength of direct marketing?

Accepted Answer

Direct marketing can be quickly adapted to facilitate customer relationships by allowing personalized communication and immediate feedback.

Question 10

Which of these is a weakness of direct marketing?

Accepted Answer

Direct marketing can be expensive and time-consuming because it requires the development and maintenance of a detailed customer database to effectively target potential customers.

Question 11

When you buy Crest toothpaste at your local supermarket because you have a 50-cents-off coupon for it, even though that is not your regular brand, you are being influenced primarily by which promotional element?

Accepted Answer

Sales promotion is a marketing strategy that uses short-term incentives to encourage the purchase or sale of a product or service. In this case, the 50-cents-off coupon is a sales promotion that is influencing the consumer to buy Crest toothpaste.

Question 12

All of these are examples of direct marketing tools except which?

Accepted Answer

The answer of All of these are examples of direct...

Question 13

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Accepted Answer

Sales promotion refers to short-term incentives or activities that aim to stimulate interest or encourage the purchase of a product or service.

Question 14

Sales promotion refers to

Accepted Answer

Sales promotion is typically a short-term strategy used to stimulate interest and increase sales by offering value inducements like discounts, coupons, or special offers.

Question 15

Ford held the Hall of Fans Sweepstakes in partnership with the PBR (Professional Bull Riding) World Finals. Participants entered online for the chance to win a new 2019 Ford F-150 truck and a VIP trip for two to the PBR World Finals in Vegas. Which promotional element was Ford using here?

Accepted Answer

The Hall of Fans Sweepstakes is a form of sales promotion, as it involves offering a chance to win prizes to encourage participation and engagement with the brand.

Question 16

Rebates, coupons, samples, and contests are all examples of

Accepted Answer

Rebates, coupons, samples, and contests are all tools used in sales promotions to encourage consumer purchases and increase short-term sales.

Question 17

Direct marketing refers to

Accepted Answer

Direct marketing involves direct communication with consumers to generate a response, such as an order or request for information.

Question 18

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

Accepted Answer

Lonely Planet's travel guides offer publicity to the establishments by featuring them in their guides, which helps increase their visibility and attract more customers.

Question 19

Like personal selling, ________ often consists of interactive communication.

Accepted Answer

Direct marketing often involves interactive communication, similar to personal selling, as it allows for direct interaction with the target audience.

Question 20

If used continuously, which of these promotional elements will most likely lose its effectiveness?

Accepted Answer

Sales promotions are often short-term incentives and can lose effectiveness if used continuously, as consumers may come to expect them and not respond as strongly.

Quiz 18: Advertising, Sales Promotion, and Public Relations