Question 1

One objective for promotions in the trade channel is to increase store traffic,which benefits both manufacturers and retailers.

Accepted Answer

Increasing store traffic benefits both manufacturers and retailers. Manufacturers benefit by having their products seen and potentially purchased by more consumers, while retailers benefit from increased sales and foot traffic in their stores. Promotions can be used to incentivize consumers to visit stores and make purchases, thereby achieving this objective.

Question 2

Sales promotion can break through the media clutter.

Accepted Answer

Sales promotion tactics such as discounts, coupons, and special deals can catch the attention of potential customers and encourage them to make a purchase. This can be especially effective in breaking through the clutter of other marketing messages that consumers see in advertisements, social media, and other sources.

Question 3

Marketers must select only one sales promotion technique aimed at consumers,such as coupons,price-off deals,premiums,contests and sweepstakes,samples and trial offers,phone and gift cards,rebates,and frequency programs.

Accepted Answer

Marketers can use a combination of sales promotion techniques aimed at consumers rather than just one. This allows for a more effective and well-rounded strategy.

Question 4

Sales promotion is the use of techniques that create a perception of greater brand value among consumers,the trade,and business buyers,but the techniques can't entail an incentive.

Accepted Answer

Sales promotion involves the use of incentives such as discounts, coupons, free samples, etc. to stimulate sales and increase brand value among consumers, trade, and business buyers.

Question 5

One advantage of using sweepstakes and contests is that they can quickly and easily communicate the brand message through the game.

Accepted Answer

The answer of One advantage of using sweepstakes and contests...

Question 6

The fight for space on grocers' shelves has become very competitive,so manufacturers will do anything to get stores to stock their items-except paying a fee,which is illegal.

Accepted Answer

The statement is incorrect. Paying a fee, known as slotting fees, is legal in the United States, although it is controversial.

Question 7

Historically,more money has been budgeted for sales promotion than for advertising.

Accepted Answer

Historically, more money has been budgeted for advertising than for sales promotion. Advertising typically involves a broader strategy aimed at building brand awareness and loyalty over time, while sales promotion involves more immediate, tactical efforts to boost sales.

Question 8

It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique.

Accepted Answer

The answer of It is estimated that almost one-fourth of...

Question 9

The complex and information-rich tools of IBP can help create brand loyalty and competitive advantage.

Accepted Answer

IBP (Integrated Brand Promotion) combines various promotional tools such as advertising, public relations, direct marketing, personal selling, and sales promotion. By utilizing these tools effectively and strategically, IBP can create a strong brand image and identity that resonates with customers, ultimately leading to brand loyalty and a competitive advantage in the market. Therefore, the statement "The complex and information-rich tools of IBP can help create brand loyalty and competitive advantage" is true.

Question 10

Retailers often run trade promotions simultaneously along with consumer promotions.

Accepted Answer

Retailers often use trade promotions to incentivize their distribution partners, such as offering discounts or other monetary incentives for stocking and promoting their products. These trade promotions can run alongside consumer promotions aimed at driving sales directly to end-users.

Question 11

One advantage of sales promotions is that the results are simple to measure.

Accepted Answer

Sales promotions generally have a clear and measurable outcome, such as increased sales or customer engagement, which makes it easy to assess their effectiveness.

Question 12

Sales promotion can attract attention and motivate trial purchase,but is not allowed for introducing new brands to the public.

Accepted Answer

Sales promotion can be used to introduce new brands to the public and encourage trial purchase. Therefore, the statement is false.

Question 13

One of the more noteworthy examples of promotions depicted in the book is by Axe; Axe did one of the most unusual promotions by offering consumers a chance to go to space.

Accepted Answer

The statement is true. Axe did offer consumers a chance to go to space as part of their promotional campaign.

Question 14

Coupons are the oldest and most widely used form of sales promotion.

Accepted Answer

Coupons have been in use since the late 1800s and continue to be a popular way for companies to offer discounts and encourage customers to make purchases.

Question 15

Sales promotion is more oriented to techniques used to stimulate demand and attract attention in the consumer market.

Accepted Answer

Sales promotion includes tactics such as discounts, coupons, contests, and samples to encourage consumers to make a purchase or try a product. It is generally focused on driving short-term sales and generating immediate demand.

Question 16

A manufacturer of dental care products sets up a new promotion by attaching one of its toothbrushes to its boxes of toothpaste.This is an example of a mobile sampling technique.

Accepted Answer

This is an example of a bundling strategy, where two products are sold together as a single package, not a mobile sampling technique.

Question 17

A manufacturer helps a retailer by sharing the cost of local advertising.This allows the manufacturer to have some control over the process,and the retailer to advertise for a lower cost.They are taking part in a form of business-market sales promotion.

Accepted Answer

The answer of A manufacturer helps a retailer by sharing...

Question 18

A coupon entitles a buyer to a designated reduction in price for a product or service,and is the oldest and most widely used form of sales promotion.

Accepted Answer

This statement is true. Coupons are a commonly used sales promotion technique for offering discounts to customers.

Question 19

A dentist offers a deal in which customers who have had two teeth whitening services over the last year get the third one free.This is an example of a sampling program to stimulate repeat purchases.

Accepted Answer

This is an example of a loyalty program designed to encourage repeat business by offering a reward after a certain number of purchases, not a sampling program which typically involves giving a sample of a product for free to introduce it to consumers.

Question 20

The advantage that sales promotions have over advertising is that they are measurable and they can often motivate consumers to buy larger quantities or try new brands.

Accepted Answer

Sales promotions such as discounts, coupons, and giveaways can be easily measured in terms of their impact on sales or consumer behavior. They can also encourage consumers to purchase more or try new products due to the perceived value or benefit of the promotion. In contrast, advertising can be more difficult to measure in terms of its direct impact on sales or consumer behavior.

Quiz 15: Sales Promotion, point-Of-Purchase Advertising, and Support Media