Question 1

Blue Buffalo dog food offers its retailers a 30 percent discount on its dog food lines for one month in the hope that retailers will pass the savings on to consumers,thereby increasing Blue Buffalo's market share.However,Sit Happens,a small local retailer,buys enough dog food to sell at a normal rate for the next year.Sit happens is engaging in

Accepted Answer

Sit Happens is engaging in forward buying, which is when a retailer purchases a large quantity of a product at a discounted rate and plans to sell it at a regular price in the future. The retailer does not pass on the savings to the consumer and instead profits from the margin between the discounted cost and the regular selling price.

Question 2

By mailing in .95 and two proofs of purchase from Dannon yogurt,Laura can receive a digital calorie counter.Each counter costs Dannon .75 and is most likely an example of a(n)

Accepted Answer

This is most likely a self-liquidating premium because the cost of the calorie counter is covered by the .95 fee and two proofs of purchase, which probably covers the production and shipping costs of the item.

Question 3

A(n)_____ offers prizes based on entrants' skill whereas a(n)_____ offers prizes based solely on a chance drawing of entrants' names.

Accepted Answer

A contest offers prizes based on entrants' skill, such as submitting a creative photo or essay, while a sweepstakes offers prizes based solely on chance drawing of entrants' names. The other options are not accurate definitions of these terms.

Question 4

Describe the three main functions of direct marketing.

Accepted Answer

The answer of Describe the three main functions of direct...

Question 5

If you buy a case of Hanover kidney beans,you can mail eight UPC labels to Hanover and receive a "Kid Bean" stuffed toy.The toy is an example of a

Accepted Answer

A premium is an item offered for free or at a reduced cost as a bonus for purchasing a specific product. In this case, the Kid Bean stuffed toy is being offered as a premium for purchasing a case of Hanover kidney beans and mailing in the UPC labels.

Question 6

A trade deal is a(n)

Accepted Answer

A trade deal refers to a short-term dealer discount on the cost of a product that is offered by manufacturers or wholesalers to retailers to encourage them to stock the product or promote its sales. Trade deals are intended to increase sales in the short term and can often take the form of price discounts, buy-one-get-one-free offers, or other incentives. Options A, B, C, and D all refer to different types of marketing allowances or incentives, but none of them specifically describe a trade deal.

Question 7

Procter & Gamble created one of the most outrageous promotions in marketing history.The offer itself was the soul of simplicity: Buy one giant-size box of Spic and Span and you can fill a clear plastic container with two free goldfish.The display even had its own net for scooping the little fish out.The fish were examples of

Accepted Answer

The free goldfish were offered as a premium to incentivize customers to purchase the giant-size box of Spic and Span.

Question 8

In the Moose Head Cabin Fever Rescue promotion,beer retailers were sent an inflatable bush plane with a 30-inch wingspan that appeared to be dropping a parachute holding a 12-pack of Moose Head beer.Moose Head probably had to pay a(n)_____ to encourage retailers to use the large promotional material.

Accepted Answer

A display allowance is a payment made by a manufacturer to a retailer for creating a product display in-store or on their premises. In this case, Moose Head likely paid for the inflatable bush plane to be sent to retailers as a display to promote the Moose Head Cabin Fever Rescue promotion.

Question 9

_____ is generally considered the most effective method for generating consumer trial of a new product.

Accepted Answer

Sampling is the most effective method for generating consumer trial of a new product as it allows customers to try the product before making a purchase decision. It provides the opportunity for the customers to experience the benefits and features of the product, thereby increasing the likelihood of purchase. Other methods such as buy-back allowance, rebate award, contests, and diverting may encourage trial, but they do not provide the same level of firsthand experience that sampling does.

Question 10

What is the most expensive type of sales promotion?

Accepted Answer

Sampling is often the most expensive type of sales promotion because it involves giving away a portion of the product for free in order to encourage trial and attract new customers. This can be costly due to the production, distribution, and lost revenue from the samples given away.

Question 11

Which of the following is an example of consumer sales promotion?

Accepted Answer

Coupons are a type of consumer sales promotion that offer discounts or incentives to consumers who purchase a product. Spiffs, buyback allowances, and slotting allowances are types of trade promotions that are targeted at retailers or wholesalers, rather than consumers. Company conventions are not directly related to sales promotions, but could potentially be used as a tool for marketing or branding.

Question 12

Hallmark Cards introduced a new Touch-Screen Greetings interactive kiosks that retailers can place near registers.The kiosk lets customers buy customized Hallmark cards where they can select messages to print on any card design.The kiosk is an example of a(n)

Accepted Answer

The Touch-Screen Greetings interactive kiosk is a point-of-purchase display, as it is placed near registers and allows customers to make a purchase at the point of sale.

Question 13

Sendhil is a floor salesperson at Best Buy.Whenever Sendhil makes a sale on a new Apple product,he gets a $5 bonus from Apple.Apple is using _____ to encourage salespeople to pitch their products over other brands.

Accepted Answer

Spiffs, also known as special performance incentives, are bonuses given to salespeople for selling a specific product or brand. In this scenario, Apple is using spiffs to incentivize Sendhil to promote and sell Apple products over other brands.

Question 14

For a limited time,people who buy Malibu Rum Original get a sample bottle of Malibu Island Spiced Rum that is cradled around the larger bottle in a little hammock.This is an example of a(n)

Accepted Answer

This is an example of an on-pack premium, as the sample bottle of Malibu Island Spiced Rum is cradled around the larger bottle in a little hammock, which is part of the packaging for the original Malibu Rum.

Question 15

During the 2016 election,Hillary Clinton's campaign ran a _____ that promised donors a chance to have dinner with her and George Clooney by texting "CLOONEY" to enter.

Accepted Answer

A sweepstakes is a promotion where winners are selected by chance or luck, typically through a random drawing. In this case, donors were given a chance to enter the sweepstakes to win a dinner with Hillary Clinton and George Clooney by texting a specific keyword.

Question 16

_____ are coupons that reach consumers through colorful preprinted newspaper ads.

Accepted Answer

Freestanding inserts are also known as FSI coupons and are typically included in Sunday newspapers. They are preprinted ads that contain coupons for products or services.

Question 17

To get high schoolers excited about a new kind of sugar-free Red Bull,the company handed out free cans in the parking lot of high school football games.What kind of promotion was Red Bull doing?

Accepted Answer

Red Bull was doing a sampling promotion by handing out free cans of their new sugar-free product to high schoolers at football games in order to generate excitement and interest in the beverage.

Question 18

Which of the following trends has increased the importance of point-of-purchase (P-O-P)materials?

Accepted Answer

Self-service retailing has increased the importance of P-O-P materials, as customers are making purchasing decisions on their own without assistance from sales associates. P-O-P materials can help guide and influence these decisions. Online retailing, interactive marketing, relationship retailing, and customerization may also impact the importance of P-O-P materials to some extent, but not as directly as self-service retailing.

Question 19

Alyssa loves to craft,and she also loves a deal.Her favorite craft store,Jo-Ann Fabrics and Crafts,regularly releases discounts online that Alyssa can pull up on her phone and show at the register.Jo-Ann Fabrics and Crafts is using

Accepted Answer

Jo-Ann Fabrics and Crafts is using electronic coupons, which customers can access and present on their phone at the register to receive a discount.

Question 20

Including a free sample of Advil PM,a new pain reliever designed to aid in sleeping,in the same delivery bag as the Atlanta Journal is an example of

Accepted Answer

Polybagging refers to the practice of placing promotional materials or samples inside the same package or bag as a product, like the Atlanta Journal in this case.

Quiz 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

By mailing in .95 and two proofs of purchase from Dannon yogurt,Laura can receive a digital calorie counter.Each counter costs Dannon .75 and is most likely an example of a(n)

A(n) _ offers prizes based on entrants' skill whereas a(n) _ offers prizes based solely on a chance drawing of entrants' names.

Describe the three main functions of direct marketing.

If you buy a case of Hanover kidney beans,you can mail eight UPC labels to Hanover and receive a "Kid Bean" stuffed toy.The toy is an example of a

A trade deal is a(n)

_____ is generally considered the most effective method for generating consumer trial of a new product.

What is the most expensive type of sales promotion?

Which of the following is an example of consumer sales promotion?

Hallmark Cards introduced a new Touch-Screen Greetings interactive kiosks that retailers can place near registers.The kiosk lets customers buy customized Hallmark cards where they can select messages to print on any card design.The kiosk is an example of a(n)

Sendhil is a floor salesperson at Best Buy.Whenever Sendhil makes a sale on a new Apple product,he gets a $5 bonus from Apple.Apple is using _____ to encourage salespeople to pitch their products over other brands.

For a limited time,people who buy Malibu Rum Original get a sample bottle of Malibu Island Spiced Rum that is cradled around the larger bottle in a little hammock.This is an example of a(n)

During the 2016 election,Hillary Clinton's campaign ran a _____ that promised donors a chance to have dinner with her and George Clooney by texting "CLOONEY" to enter.

_____ are coupons that reach consumers through colorful preprinted newspaper ads.

To get high schoolers excited about a new kind of sugar-free Red Bull,the company handed out free cans in the parking lot of high school football games.What kind of promotion was Red Bull doing?

Which of the following trends has increased the importance of point-of-purchase (P-O-P) materials?

Alyssa loves to craft,and she also loves a deal.Her favorite craft store,Jo-Ann Fabrics and Crafts,regularly releases discounts online that Alyssa can pull up on her phone and show at the register.Jo-Ann Fabrics and Crafts is using

Including a free sample of Advil PM,a new pain reliever designed to aid in sleeping,in the same delivery bag as the Atlanta Journal is an example of

Quiz 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

By mailing in .95 and two proofs of purchase from Dannon yogurt,Laura can receive a digital calorie counter.Each counter costs Dannon .75 and is most likely an example of a(n)

A(n) _____ offers prizes based on entrants' skill whereas a(n) _____ offers prizes based solely on a chance drawing of entrants' names.

Describe the three main functions of direct marketing.

If you buy a case of Hanover kidney beans,you can mail eight UPC labels to Hanover and receive a "Kid Bean" stuffed toy.The toy is an example of a

A trade deal is a(n)

_____ is generally considered the most effective method for generating consumer trial of a new product.

What is the most expensive type of sales promotion?

Which of the following is an example of consumer sales promotion?

Hallmark Cards introduced a new Touch-Screen Greetings interactive kiosks that retailers can place near registers.The kiosk lets customers buy customized Hallmark cards where they can select messages to print on any card design.The kiosk is an example of a(n)

Sendhil is a floor salesperson at Best Buy.Whenever Sendhil makes a sale on a new Apple product,he gets a $5 bonus from Apple.Apple is using _____ to encourage salespeople to pitch their products over other brands.

For a limited time,people who buy Malibu Rum Original get a sample bottle of Malibu Island Spiced Rum that is cradled around the larger bottle in a little hammock.This is an example of a(n)

During the 2016 election,Hillary Clinton's campaign ran a _____ that promised donors a chance to have dinner with her and George Clooney by texting "CLOONEY" to enter.

_____ are coupons that reach consumers through colorful preprinted newspaper ads.

To get high schoolers excited about a new kind of sugar-free Red Bull,the company handed out free cans in the parking lot of high school football games.What kind of promotion was Red Bull doing?

Which of the following trends has increased the importance of point-of-purchase (P-O-P) materials?

Alyssa loves to craft,and she also loves a deal.Her favorite craft store,Jo-Ann Fabrics and Crafts,regularly releases discounts online that Alyssa can pull up on her phone and show at the register.Jo-Ann Fabrics and Crafts is using

Including a free sample of Advil PM,a new pain reliever designed to aid in sleeping,in the same delivery bag as the Atlanta Journal is an example of

A(n) _ offers prizes based on entrants' skill whereas a(n) _ offers prizes based solely on a chance drawing of entrants' names.