Question 1

A model such as  could be used to evaluate a completed promotional program.In this model the "Eij" represents the ____.

Accepted Answer

The model given is in the form of Eij where "E" represents evaluation and "ij" represents the evaluative criteria. Therefore, the correct answer is evaluative criteria (D). A specific criteria needs to be established to determine the effectiveness of the promotional program.

Question 2

On strength of promotions is that results can be measured to assess the success of a promotional program.Name and describe the five characteristics by which completed promotion programs can be judged.

Accepted Answer

The answer of On strength of promotions is that results...

Question 3

Compare and contrast overlay and tie-in promotions and give an example of each.

Accepted Answer

The answer of Compare and contrast overlay and tie-in promotions...

Question 4

Assume that you are the marketing director for a computer parts manufacturer that wants to use rebates as a promotional tool.Explain what rebate fraud is and how you would possibly control this problem.

Accepted Answer

The answer of Assume that you are the marketing director...

Question 5

Polk's Sausage wants to develop a promotion that will enhance and reinforce this brand's image.Name and describe consumer promotions that are appropriate for achieving this objective.

Accepted Answer

The answer of Polk's Sausage wants to develop a promotion...

Question 6

Which criterion cannot be measured objectively but involves a subjective assessment of whether a promotion has enhanced a brand's image or possibly detracted from it?

Accepted Answer

Equity enhancement involves evaluating the impact of a promotion on a brand's image, which is a subjective assessment that cannot be measured objectively. Expense, efficiency, and execution ease are all measurable criteria, while effectiveness enhancement can be measured through specific metrics.

Question 7

This characteristic of a completed promotion program can best be assessed by determining the total units of the promoted item that were sold during the promotion period.

Accepted Answer

The total units of the promoted item sold during the promotion period will determine the effectiveness of the promotion program. This metric measures the success of the promotion by evaluating the impact it has had on the sales of the product.

Question 8

Compare and contrast price-off promotions and bonus packs.

Accepted Answer

The answer of Compare and contrast price-off promotions and bonus...

Question 9

In promotion situations it is possible for brand managers to formally evaluate promotions,provided that the procedure for evaluating each criterion is ____.

Accepted Answer

To ensure accurate and valid evaluation of promotions, it is necessary to have clearly articulated criteria, systematically implement the evaluation procedure, and consistently apply it to all promotions. Therefore, all the choices (a, b, and c) are important for a successful evaluation of promotions.

Question 10

_____ represents the total time and effort that went into the planning and execution of a promotion.

Accepted Answer

The answer of _____ represents the total time and effort...

Question 11

Define what a premium is,and name and describe the four types of premiums.

Accepted Answer

The answer of Define what a premium is,and name and...

Quiz 20: Consumer Sales Promotion: Premiums and Other Promotions

A model such as could be used to evaluate a completed promotional program.In this model the "Eij" represents the ____.