Question 1

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 customers a premium, which is an item or service that is given for free or at a reduced cost as a bonus for purchasing a product or service. In this case, customers are required to send in proofs of purchase and $3 for postage and handling in order to receive a monogrammed T-shirt.

Question 2

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Accepted Answer

The answer of A sales promotion in which consumers are...

Question 3

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

Sweepstakes are promotions in which participants submit an entry form, but the winner is selected purely by chance, with no analytical or creative effort required by the consumer. Premiums, rebates, and deals do not typically require entry forms, and contests require some analytical or creative effort from the consumer.

Question 4

For marketers, the primary objective of a contest is to

Accepted Answer

The answer of For marketers, the primary objective of a...

Question 5

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.

Accepted Answer

Bernina is using a sweepstakes as their sales promotion tool, as participants are entering for a chance to win a new sewing machine without having to make a purchase.

Question 6

The California Pistachio 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 ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ sales promotion.

Accepted Answer

The campaign is asking readers to register for a chance to win a prize, which makes it a sweepstakes promotion.

Question 7

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 a premium, which is a gift offered with purchase or in exchange for additional information. It is not a sample because it is not a small quantity of the product itself. It is not a deal because there is no specific discount or promotion. It is not a rebate because there is no money being returned after purchase. It is not a coupon because it does not offer a discount on the product itself.

Question 8

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Accepted Answer

This is a contest, as participants are required to solve a puzzle in order to win a prize.

Question 9

During the Pillsbury Bake-Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. The top 100 finalists are flown to Orlando, Florida, to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful __________ promotion.

Accepted Answer

The situation described fits the definition of a contest, which involves participants competing for a prize based on some merit or skill. The Pillsbury Bake-Off requires participants to create a recipe using the sponsor's products, and the top 100 finalists are flown to Orlando to compete for a large prize.

Question 10

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Accepted Answer

Contests are the best choice for promoting growth in consumer-generated content as it encourages users to create and share their own content in order to participate and potentially win a prize. This creates a buzz around the brand and can lead to increased engagement and loyalty from consumers.

Question 11

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 12

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 describes a sample promotion, where the customer is provided with a free dose of Alka-Seltzer Heartburn Relief medication along with the newspaper.

Question 13

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

The passage describes a competition in which participants design and sew a garment and send it in to compete for prizes. This aligns with the definition of a contest, making Choice C the best option. Choices A and D are incorrect as they refer to business deals or products being sold, which is not the focus of the passage. Choice B is incorrect as it typically refers to a random drawing to determine a winner, rather than a design competition. Choice E is not a common term and does not make sense in the context of the passage.

Question 14

The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a

Accepted Answer

The Doritos "Crash the Super Bowl" promotion is a contest, as participants are required to submit a 30-second TV ad in order to be considered for the $1 million prize. Contest winners are typically selected based on some predetermined criteria, such as creativity or originality.

Question 15

Sampling is an appropriate strategy for which type of products?

Accepted Answer

Sampling is an appropriate strategy for new products, as it allows potential customers to try the product and can generate buzz for the product launch. Sampling may also be appropriate for products that are classified as specialty goods, as they often require a trial before a customer is willing to make a purchase. However, commodity products such as salt, sugar, and baking soda do not typically benefit from sampling as they are already well-known and frequently purchased products. Sampling is also not suitable for perishable products as they have a limited lifespan and may spoil before the sample can be consumed.

Question 16

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a

Accepted Answer

Milk-Bone is offering a ball toy as a reward for purchasing their product and providing proofs of purchase, which is a premium promotional offer.

Question 17

McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. 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 matches the color-coded properties, customers will 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

The promotion described is a sweepstakes, where customers receive tokens by purchasing selected menu items and have a chance to win cash prizes if they match the color-coded properties. Instant prizes are also offered as part of the promotion.

Question 18

Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers

Accepted Answer

Offering an "experience" as the prize can create a unique and memorable connection between the consumer and the brand. It can also be a more cost-effective option for the company compared to offering expensive products or cash prizes. Examples of experiences could include a trip, a concert, or a VIP tour of the company's facilities.

Question 19

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

Accepted Answer

Sampling is the best choice as Taco Bell gave away millions of free tacos to introduce their new product, which is a common practice of sampling in sales promotions.

Question 20

For marketers, the primary objective of a sweepstakes is to

Accepted Answer