Question 1

For marketers,the primary objective of a premium is to:

Accepted Answer

The primary objective of a premium is to encourage customers to return frequently or to use more of the product, and to build goodwill. Premiums are commonly used in loyalty programs to incentivize customers to continue purchasing a brand and increase their loyalty. They can also be used to reward customers for repeat purchases or to encourage them to purchase more by offering a free gift or discount with a certain purchase amount. Ultimately, the goal is to build a strong customer relationship and increase customer retention.

Question 2

All of the following are correct statements about contests,EXCEPT:

Accepted Answer

The answer of All of the following are correct statements...

Question 3

The ad advised readers to "Try your skill at using our cream cheese to create an exciting new recipe and you may be the winner of a trip for two to Hawaii." This ad was promoting a:

Accepted Answer

The ad is promoting a contest where readers are encouraged to use the cream cheese to create a recipe and the winner will receive a trip to Hawaii. A sweepstake is a promotion where winners are selected randomly, while a contest involves skill or merit, in this case, creating a recipe. Therefore, the best choice is D – contest.

Question 4

When preparing his grocery shopping list,Winston actively scans the supermarket ads in the local newspaper for coupons,rebates,and sale items.While in the store,Winston also looks for free samples of new products and products he hasn't purchased previously.The coupons,rebates,sale items,and free samples are all examples of:

Accepted Answer

Coupons, rebates, sale items, and free samples are all examples of sales promotion. Sales promotion is a type of marketing communication tool that offers incentives or rewards to target customers to encourage them to purchase or try a product or service. This includes discounts, free samples, contests, coupons, rebates, and other similar incentives.

Question 5

The mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birdseye lima beans." Birdseye is using a _____ to stimulate demand for its lima beans.

Accepted Answer

The piece of paper the mother handed her son is a coupon, which offers a discount on the Birdseye lima beans. A rebate would require the customer to pay the full price upfront and receive a refund later. A sample would involve the customer receiving a free portion of the lima beans to try. A deal would typically involve a package price or bundle pricing, which is not present in this situation.

Question 6

What type of sales promotion is McDonald's using when it sells drinking glasses commemorating the 100^th birthday of Walt Disney to consumers who also purchase a 'Happy Meal'?

Accepted Answer

McDonald's is offering a special item, the commemorative drinking glass, as a bonus or incentive to those who purchase a 'Happy Meal.' This type of sales promotion is known as a premium.

Question 7

Short-term price reductions,commonly used to increase trial among potential customers or to retaliate against a competitor's actions are called:

Accepted Answer

Deals are short-term price reductions used to encourage trial among potential customers or to respond to competitors.

Question 8

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.Taco Bell used a sales promotion technique called:

Accepted Answer

Sampling is the best choice as Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day, which is a type of sampling strategy. By doing this, Taco Bell hoped to introduce its new products to potential customers and encourage them to try it out for themselves.

Question 9

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening.This type of incentive offer is an example of:

Accepted Answer

This is a consumer-oriented sales promotion as it is directly targeting and incentivizing the end consumer to make a purchase. It is not a mass-market communication as it is not aimed at a broad audience, and it is not a trade promotion as it is not targeting retailers or distributors. Consumer encoding is not a relevant term in this context.

Question 10

In the first week of April,the Drew Carey television show premieres a show that is full of errors and asks viewers to record all the errors they can and send the list to an address in California.The person who has found the most errors wins a chance to visit the set where the show is taped and have a walk-on role.This is an example of a:

Accepted Answer

This is a contest as it involves participants submitting their entries and the winner being selected based on a specific criteria, which in this case is finding the most errors in the show. A sweepstake would involve a random selection of a winner without any specific criteria, a premium would involve a gift or reward given with the purchase of a product or service, and a deal would involve a negotiation or agreement between two parties.

Question 11

For marketers,the primary objective of sweepstakes is to:

Accepted Answer

The answer of For marketers,the primary objective of sweepstakes is...

Question 12

For marketers,the primary objective of a deal is to:

Accepted Answer

Deals are often used as a strategy to increase trial among potential customers, especially in response to competitors' actions, to attract new customers and gain market share.

Question 13

Which type of sales promotion is demonstrated by the following example: "By redeeming this you will receive 25 cents off your next purchase of Jolly Green Giant lima beans"?

Accepted Answer

Coupons are a type of sales promotion that offers a discount or a special offer for a product. In this example, the coupon offers a discount of 25 cents on the purchase of Jolly Green Giant lima beans.

Question 14

At a trade show for clean-technologies,a manufacturer of water treatment equipment asks passersby to drop off their business card into a fishbowl to win a free iPad Air.This is an example of a:

Accepted Answer

This activity is a sweepstake because individuals are randomly selected to win a prize, and there is no specific action required to enter.

Question 15

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Accepted Answer

The men's store is using a deal by offering customers to buy one shirt and get a second shirt for only one dollar. This is an example of a deal promotion, which offers a special price or value to customers who purchase a certain product.

Question 16

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a:

Accepted Answer

The seat cushion is offered as an added incentive to encourage people to request more information about the product. This type of incentive is called a premium, which is a free item given to customers who purchase a product or perform a certain action.

Question 17

For marketers,the primary objective of coupons is to:

Accepted Answer

Coupons are primarily used to stimulate demand by offering discounts or incentives, encouraging consumers to make a purchase.

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.Which type of sales promotion is Alka-Seltzer using?

Accepted Answer

Alka-Seltzer is using a sample as a sales promotion strategy by providing one dose of their heartburn relief medication along with the newspaper in a plastic bag.

Question 19

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a:

Accepted Answer

The ad is offering a premium, which is a merchandise or service offered as an extra incentive to buy a product. Customers have to send in proofs of purchase and pay a small fee for postage and handling to receive a monogrammed T-shirt.

Question 20

The Niagara Region Grape Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ad asks readers to log onto www.pistachios.org to register to win a prize of pistachios for a year.The association is using a _____ to measure the effectiveness of its ads.

Accepted Answer

A sweepstake is a promotional event in which prizes are awarded on the basis of chance rather than skill, and the winner(s) is chosen by a random drawing. In this case, the Niagara Region Grape Growers Association is using a sweepstake to measure the effectiveness of its ads. By asking readers to register to win a prize of pistachios for a year, the association can track how many people are visiting the website, how many are entering the sweepstake, and how many are sharing the campaign with their friends and family. This data can help the association determine whether its ads are making an impact and reaching its target audience.

Quiz 17: Advertising, Sales Promotion, and Public Relations