Question 1

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 2

Virgin Mobile, a mobile communications service provider, recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

A rebate is a type of incentive offered to consumers by providing cash back or a discount after they have made a purchase. In this case, Virgin Mobile is offering a rebate of $100 to consumers who purchase a computer and a printer.

Question 3

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

Accepted Answer

The primary objective of a point-of-purchase display is to increase product trial and provide in-store support for other promotions. It is designed to catch the attention of shoppers and influence their buying decisions at the point where they make their purchase. By showcasing a product in an attractive and attention-grabbing way, the display encourages customers to try the product and may also support other promotions such as special pricing or discounts.

Question 4

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

Accepted Answer

A point-of-purchase (POP) display is designed to catch the attention of consumers when they are making a purchase decision. These displays are typically placed in high-traffic areas of the store, such as the end of an aisle or near the checkout. This makes them a highly effective sales promotion tool.

Question 5

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

Key term definition-merchandise allowance.

Question 6

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." What type of sales promotion has just been described?

Accepted Answer

The described promotion is a sample, as it involves giving out a complimentary scoop of ice cream for customers to try.

Question 7

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of

Accepted Answer

This is an example of product placement, where a brand or product is prominently featured in a film or TV show. In this case, FedEx is featured in the scene and their service guarantee is highlighted through dialogue.

Question 8

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as

Accepted Answer

A merchandise allowance is a reimbursement given by a retailer to a supplier for providing extra in-store support or special featuring of a brand. This allowance can be used to cover costs such as product demonstrations, in-store displays, or cooperative advertising. An organizational allowance refers to a payment made by a supplier to a retailer for carrying their products, while a case allowance is a discount given to a retailer for purchasing a certain quantity of a product. A finance allowance and manufacturer's inducement are not commonly used terms in this context.

Question 9

A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of 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

The promotion designed to maximize consumer's attention to a DVD release and provide storage for the products is a point-of-purchase display, which is usually placed in a cinema or retail store to encourage impulse purchases. Sample, freestanding insert, premium, and deal are types of sales promotions that can be used in various contexts.

Question 10

Trade promotions are

Accepted Answer

Trade promotions are sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. These promotions are aimed at increasing the product availability and improving distribution efficiency. Examples of trade promotions include discounts, allowances, cooperative advertising, and free merchandise.

Question 11

Product placement refers to

Accepted Answer

Product placement refers to the use of a brand-name product in a movie, television show, video, or a commercial for another product. It is a form of advertising where products are seamlessly integrated into the creative content, aiming to increase brand awareness and association with the character or storyline. The concept is also known as embedded marketing or brand integration.

Question 12

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 that rewards customers for repeat purchases is a great way to encourage long-term loyalty. Offering a free item after a certain number of purchases will make customers feel valued and encourage them to keep coming back to earn more rewards. This is a better option than one-time deals or promotions, as it fosters repeated business over time.

Question 13

The most popular loyalty programs today are __________ reward programs.

Accepted Answer

Credit card reward programs are the most popular loyalty programs today, offering rewards and benefits for spending on a credit card. They are very versatile and can be used for a wide range of purchases, making them appealing to a broad consumer base. While other industries like airlines and hotels also have loyalty programs, they are more limited in scope and appeal to a narrower audience.

Question 14

A discount on each case ordered during a specific period of time is referred to as a

Accepted Answer

A discount on each case ordered during a specific period of time is referred to as a case allowance. Functional allowance refers to compensation paid to a retailer for performing specific functions such as advertising, merchandising, or stocking products. Merchandise allowance refers to a reduction in the cost of goods sold. Finance allowance refers to terms that provide a discount if the buyer pays within a certain time period. Manufacturer's inducement is a general term that refers to any incentive offered by a manufacturer to encourage retailers to stock and sell its products.

Question 15

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Accepted Answer

The answer of Sales tools used to support a company's...

Question 16

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

The description matches that of a loyalty program, which aims to encourage repeat purchases by offering rewards and incentives for accumulation of purchases made by the consumer.

Question 17

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors: (1) allowances and discounts, (2) __________, and (3) training of distributor's sales forces.

Accepted Answer

Cooperative advertising is a common trade-oriented sales approach targeted to retailers, wherein the manufacturer shares the cost of advertising with the retailer to promote the manufacturer's product in the retailer's store. Allowances and discounts are also commonly used with wholesalers, and training of distributor's sales forces is frequently used with distributors. However, only cooperative advertising specifically targets retailers. Therefore, option B is the correct answer.

Question 18

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as

Accepted Answer

The correct answer is product placement, which refers to the practice of featuring a brand or product in entertainment media such as movies, TV shows, or music videos. This form of consumer sales promotion aims to increase brand exposure and boost sales by associating the product with desirable characters or situations. Co-branding (A) typically involves two or more brands collaborating on a new product or marketing campaign. Subliminal tie-in (B) refers to the subtle use of visual or auditory cues to create a subconscious link between a product and a desirable image or idea, while partnership promotion (D) involves joint promotions between two brands, such as a Starbucks and Spotify teaming up to offer music streaming to Starbucks customers. Product parallelism (E) is not a recognized term in consumer sales promotion.

Question 19

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

Using a demonstrator to prepare the snack in a grocery store and giving away samples to shoppers as they pass by is the best option. This not only communicates the ease of preparation but also allows customers to try the product and become familiar with calzones. It also creates a personal interaction with customers, which can increase the chances of them trying and liking the product.

Question 20

A variation of product placement, called ______________________, brings fictional products to the marketplace.

Accepted Answer

Reverse product placement involves creating a product that first appears in a fictional setting, such as a movie, TV show, or video game, and then subsequently bringing that product into the real world marketplace. It is the opposite of traditional product placement, where real-life products are incorporated into fictional settings.

Quiz 18: Advertising Sales Promotion and Public Relations