Question 1

When preparing to go shopping after the Christmas holidays,Christy actively scans the ads in the local newspaper for coupons and contests.While in the store,Christy also looks for free samples of new products and products she hasn't purchased previously.The coupons,contests,and free samples are all examples of __________.

Accepted Answer

The coupons, contests, and free samples are all examples of sales promotion tactics, which are short-term incentives aimed at encouraging customers to buy a product or service. In this case, the coupons and contests are designed to encourage customers like Christy to make a purchase, while the free samples are intended to help customers try a new product and potentially become a repeat customer. Therefore, the best choice for this scenario is C) sales promotion.

Question 2

The Starch test used aided recall to determine the percentage of those (1)remember seeing a specific magazine ad, (2)who saw or read any part of the ad identifying the product or brand, (3)who read any part of the ad's copy,and (4)__________.

Accepted Answer

The Starch test measures the effectiveness of magazine advertisements by determining the percentage of readers who remember seeing the ad, read any part of it, and specifically, who read at least half of the ad.

Question 3

All of the following statements are true about coupons EXCEPT:

Accepted Answer

Manufacturers are generally more interested in attracting new customers rather than focusing on repeat purchasers with coupon programs.

Question 4

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial)of various products by offering them a discounted price.

Accepted Answer

Valpak sends consumers coupons to encourage them to try various products by offering them a discounted price. Coupons are a common promotional tool used to stimulate selective demand by providing an incentive for consumers to purchase a product.

Question 5

The Starch test uses aided recall to determine the percentage of those who: (1)remember seeing a specific magazine ad, (2)__________, (3)read any part of the ad,and (4)read at least half of the ad.

Accepted Answer

The Starch test uses aided recall to determine the percentage of those who remember seeing a specific magazine ad, saw or read any part of the ad identifying the product or brand, read any part of the ad, and read at least half of the ad. The test does not measure if people felt the ad was vague or ambiguous, if they felt elements of the ad were inappropriate, or if they remembered having seen the ad before and had already tried the product. It also does not require participants to summarize the key ad points in their own words.

Question 6

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Accepted Answer

Consumer-oriented sales promotions are designed to support a company's advertising and personal selling efforts directed towards ultimate consumers. It includes tools like coupons, rebates, loyalty programs, contests, and sweepstakes. The main aim of these promotions is to encourage customers to make a purchase, try a new product, or increase brand loyalty.

Question 7

The Starch test uses aided recall to determine the percentage of those who: (1)remember seeing a specific magazine ad; (2)saw or read any part of the ad identifying the product or brand (seen-associated); (3)__________;and (4)who read at least half of the ad.

Accepted Answer

The Starch test uses aided recall to determine if respondents have seen or read any part of the ad, so option C - who read any part of the ad's copy - is the best choice. The other options do not fit with the purpose and method of the Starch test.

Question 8

All of the following statements are true about coupons EXCEPT:

Accepted Answer

The statement in option B is actually false. Companies tend to increase their use of coupons when redemption rates fall in order to boost sales.

Question 9

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results)and consumer purchase tests (measuring retail sales that result from a given advertising campaign)are examples of

Accepted Answer

Posttests that involve studies such as controlled experiments and consumer purchase tests are examples of sales tests, as they measure the impact of advertising on actual sales. Aided and unaided recall tests are used to measure the ability of consumers to remember the advertising, while attitude tests measure the overall perception and attitudes toward the brand or product. Inquiry tests gauge the number of inquiries or leads generated by an ad or campaign.

Question 10

Consumer-oriented sales promotions refer to

Accepted Answer

Consumer-oriented sales promotions are sales tools that support a company's advertising and personal selling efforts aimed at the final consumers. These promotions may include discounts, coupons, contests, and loyalty programs that encourage consumers to purchase a company's products or services.

Question 11

A 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 Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial)for its lima beans.

Accepted Answer

A coupon is a marketing tool used to offer customers a discount or incentive to try a product. In this case, the coupon offers a discount on Birds Eye lima beans, which is meant to encourage trial and increase demand for the product.

Question 12

For marketers,the primary objective of coupons is to __________.

Accepted Answer

The primary objective of coupons is to stimulate demand or encourage trial by offering discounts or deals to customers. This can attract new customers to try a product or encourage existing customers to make repeat purchases. While coupons can also potentially minimize brand-switching, this is not usually the primary objective. Retaliation against competitors is also not a common use of coupons. Foot traffic in supermarkets may increase as a result of coupons, but this is usually not the main goal.

Question 13

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

Accepted Answer

Consumer-oriented sales promotions are designed to support a company's advertising and personal selling efforts in reaching the ultimate consumers. They include tactics such as coupons, rebates, premiums, and samples that are designed to create immediate or short-term consumer response and encourage purchase. Personal selling, which involves face-to-face interactions between a company's salesforce and potential customers, also benefits from these sales promotions as they create awareness and interest in the products being marketed. Advertising and public relations are not the correct choices as consumer-oriented sales promotions are specifically designed to support advertising and personal selling efforts. Direct marketing is not the correct answer as consumer-oriented sales promotions are not necessarily focused on direct communication with individual consumers, but rather on creating broad-based appeal through tactics such as in-store displays or online promotions.

Question 14

Which of the following statements about sales tests is most accurate?

Accepted Answer

Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. Option A is related to direct-response advertising, option B is related to advertising recall tests, option D is related to attitude tests, and option E is related to advertising recognition tests.

Question 15

All of the following add to the costs of coupons EXCEPT:

Accepted Answer

The answer of All of the following add to the...

Question 16

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Accepted Answer

The answer of A researcher asked Kelly,as a subscriber to...

Question 17

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Accepted Answer

Sales promotion is a significant part of the promotional mix, and the correct figure for annual expenditures is $70 billion, reflecting its importance and widespread use in marketing strategies.

Question 18

Sales promotions that usually offer a discounted price to the consumer,which encourages trial of the product,are commonly referred to as __________.

Accepted Answer

The answer of Sales promotions that usually offer a discounted...

Question 19

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

Inquiry tests measure the effectiveness of an advertisement by offering additional information or incentives and tracking the number of inquiries generated, assuming that more inquiries indicate higher effectiveness.

Question 20

Sales promotion expenditures account for of all promotional spending.

Accepted Answer

Sales promotion expenditures account for 19 percent of all promotional spending.

Quiz 18: Advertising, Sales Promotion, and Public Relations

The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad's copy,and (4) __________.

All of the following statements are true about coupons EXCEPT:

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad, (2) __________, (3) read any part of the ad,and (4) read at least half of the ad.

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seen-associated) ; (3) __________;and (4) who read at least half of the ad.

All of the following statements are true about coupons EXCEPT:

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Consumer-oriented sales promotions refer to

A 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 Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.

For marketers,the primary objective of coupons is to __________.

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's and .

Which of the following statements about sales tests is most accurate?

All of the following add to the costs of coupons EXCEPT:

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Sales promotions that usually offer a discounted price to the consumer,which encourages trial of the product,are commonly referred to as __________.

Which of the following statements about inquiry tests is most accurate?

Sales promotion expenditures account for of all promotional spending.