Q&A Hero

Q: List and describe the four main techniques commonly used in trade-market sales promotions. Choose one type and demonstrate how it would operate within a certain type of industry, profession, or business.

Q: Describe the various sampling techniques used in consumer-market sales promotion.

Q: Describe any five of the consumer-market sales promotion techniques.

Q: Discuss the overall trend in spending on advertising and sales promotion over the past decade. Outline, at least, three reasons for this trend.

Q: Scenario 15-6Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.Quad sent the owner of Ted's grocery an expensive hand crafted sculpture. This is an example of a(n) _____.a. bribeb. advertising speciality c. premiumd. business gift

Q: Scenario 15-6Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.Pretzels paid Ted's grocery a fee to sell its products. This is known as:a. a slotting fee. b. push money. c. a premium.d. a merchandise allowance.

Q: Scenario 15-6Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.Employees receive a bonus from Quad for selling two or more blenders. This is an example of:a. push money.b. a merchandise allowance. c. slotting fees.d. a rebate.

Q: Scenario 15-6Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.Quads' customers need to mail them to receive 10% of their money back on purchases. This is an example of a _____.a. rebateb. slotting feec. merchandise allowance d. coupon

Q: Scenario 15-6Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by mailing them and filling in the required details. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.Pretzels has provided a scratch card inside each packet of crisps. This is an example of a _____. a. sweepstakeb. premium c. gift card d. rebate

Q: Scenario 15-5Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebooksized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini- televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.(Danielle Douglas, "Bloom to Try Out InStore TV Advertising System." WashingtonPost, November 1, 2010.)Advertisements on the 3GTV's will likely be rotating on a very frequent basis. In fact, no one ad will be shown for any longer than one or two months at a time. These ads are known as:a. short-term promotional displays. b. rotating displays.c. push strategies.d. attention-grabbing displays.

Q: Scenario 15-5Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebooksized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini- televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.(Danielle Douglas, "Bloom to Try Out InStore TV Advertising System." WashingtonPost, November 1, 2010.)If ClipTrick wanted to install a permanant-promotion display. The display would have to be used for more than:a. six months.b. eight months. c. one year.d. two year.

Q: Scenario 15-5Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebooksized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini- televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.(Danielle Douglas, "Bloom to Try Out InStore TV Advertising System." Washington Post, November 1, 2010.)Which of the following is one of the objectives of Point-of-Purchase advertising?a. Display product features that require long-term attention in order to understand. b. Stimulate trial use by current users of the brand.c. Draw consumers' attention toward brands that the company used to sell.d. Maintain purchase loyalty among brand-loyal users.

Q: Scenario 15-5Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebooksized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini- televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.(Danielle Douglas, "Bloom to Try Out InStore TV Advertising System." Washington Post, November 1, 2010.)ClipTrick feels it is better not to send in Point-of-Purchase displays to the retail store. Which of the following would most likely be the reason for its decision?a. Consumers never notice displays at stores.b. They are extremely expensive and difficult to execute. c. It portrays the product as cheap and desperate to sell.d. Most retailers ignore and don not use the displays they receive.

Q: Scenario 15-4General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.General Mills' salespeople handle and monitor a number of promotions for its cereals. Which of the following involves Point-of-Purchase advertising?a. A scratch-off card to win a mountain bike inserted in each box b. A free granola bar attached to each cereal boxc. A small box of cereal delivered with the daily newspaperd. A large display of cereal boxes at the end of the grocery aisle

Q: Scenario 15-4General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.General Mills allowes its retailers to deduct 2$ from every box of cereal in the shipment it receives. This is an example of a(n) _____. a. slotting feeb. merchandise allowance c. bill-back allowanced. off-invoice allowance

Q: Scenario 15-4General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.On the back of its Cheerios boxes, General Mills has printed a form to fill out for a cookbook offer. The booklet is available to consumers for a nominal charge of $3.00, plus a $1.00 shipping and handling charge. This is an example of a(n):a. self-liquidating premium. b. on-package sample.c. advertising specialty. d. slotting fee.

Q: Scenario 15-4General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.The marketers at General Mills have learned that along with Kellogg's and Quaker Oats, they often target the same customers with their advertising. This problem of customers receiving too many messages from too many firms has been addressed with sales promotion tactics featured in advertising such as coupons included in magazine ads, or rebate offers mentioned in TV commercials. This is an example of _____ driving growth in sales promotion.a. short-term orientation b. media clutterc. elasticity of demand d. power of retailers

Q: Scenario 15-4General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.General Mills inserts a sheet of coupons in the Sunday newspapers in major markets. This is a form of ____sales promotion.a. consumer-market b. business-market c. trade-marketd. bill-back

Q: Scenario 15-3Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, witha box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character.Among all the products with sales promotions in the store, which of the following involved Point-of Purchase advertising that might have cost the manufacturer a few pennies?a. The pain medicine b. The frozen pizzac. The coffee d. The cereal

Q: Scenario 15-3Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, witha box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character.The store gives Stacey a loyalty card for the toothpaste which she must produce the next time she visits the store to purchase the product. This is an example of a _____.a. push strategy b. rebatec. gift cardd. frequency program

Q: Scenario 15-3Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, witha box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character.Stacey is surprised to see that there was a toothbrush attached to the box of her favorite toothpaste. This is an example of a(n):a. on-package sampling.b. self-liquidating premium. c. mobile sampling.d. price-off deal.

Q: Scenario 15-3Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, witha box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character.Which of the following promotional concepts was demonstrated by the company that hired a woman to hand out slices of pizza?a. Sale offerb. In-store sampling c. Premiumd. Advertising specialty

Q: Scenario 15-3Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a carboard cutout of an actor from a medical drama that she watches on tv, witha box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character.Which of the objectives of promotion did all these activities have in common?a. Highlighting a particular product attribute b. Building an image for a productc. Eliciting immediate purchase of a product d. Creating loyalty toward a product

Q: Scenario 15-2The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon. Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands.Sounds Good commissions the design of fifty cardboard displays for record stores as part of a short-term promotional display. This means that the display will be used for a maximum of ____months.a. three b. sixc. twelve d. sixteen

Q: Scenario 15-2The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon. Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands.MusicMixers, a manufacturer of recording equipment, speakers, and microphones based in Baltimore, is a supplier for Sounds Good. The owners of Sounds Good have purchased most of their studio equipment from MusicMixers. Now, MusicMixers is running a promotion of its own. When the sales representative visits, he drops off two expensive leather jackets with a small MusicMixers logo on one sleeve. The jackets are considered as _____ , and are part of a business-market sales promotion.a. advertising specialties b. business giftsc. premiumsd. merchandise allowances

Q: Scenario 15-2The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon. Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands.The displays commissioned by Sounds Good need to be set up and maintained. Any record store that agrees to do this gets several copies of Planet Moon CDs and past releases from Sounds Good for free. This is known as a(n) ______.a. incentiveb. merchandise allowance c. maintenance exchange d. off-invoice allowance

Q: Scenario 15-2The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon. Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands.Sounds Good knows that the release cannot succeed without gaining distribution in large record store chains. However, many of these chains are refusing to carry the product, saying that shelf space is too precious to be used for an unknown band like Planet Moon. However, buyers for these chains say that they might be willing to carry the product if Sounds Good makes a direct cash payment to the chain. This is known in the trade channel as a:a. cooperative advertising fee. b. merchandise allowance.c. slotting fee. d. rebate.

Q: Scenario 15-2The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon. Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands.Sounds Good has placed a small catalog inside each compact disc. The catalog features a variety of Planet Moon items that can be orderedthe band's music video as well as Tshirts, ball caps, and travel mugs. These items are considered self-liquidating premiums because the consumer:a. does not receive the actual product sample but only the advertisement for free. b. is unknowingly helping to liquidate unwanted product inventory.c. has the chance to buy them only by purchasing the CD. d. pays most of the cost for them.

Q: Scenario 15-1One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sale flyers and circulars, and began to promote the various sales on their websites. Other companies such as Target were also implementing a similar strategyby emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season.(Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)During the holiday season, Snuggles, a winter clothing retail store, offers its employees $10 for every additional sweater that they sell. This is an example of:a. a free premium.b. a merchandise allowance. c. push money.d. a slotting fee.

Q: Scenario 15-1One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sale flyers and circulars, and began to promote the various sales on their websites. Other companies such as Target were also implementing a similar strategyby emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season.(Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)Because companies realize consumers will be visiting stores more frequently during the holiday season, several toy manufacturers are paying direct cash to retailers in exchange for placing their brand in the most visible locations. These cash payments are known as ____ .a. rebatesb. push moneyc. off-invoice allowances d. slotting fees

Q: Scenario 15-1One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sale flyers and circulars, and began to promote the various sales on their websites. Other companies such as Target were also implementing a similar strategyby emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season.(Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)Implementing contests and sweepstakes can be a challenging task. One of the difficulties in implementing an effective sweepstakes is:a. generating interest in the brand, not just in the sweepstakes. b. choosing a winner in a manner which keeps everyone happy.c. The entire implementation could falter and leave consumers disappointed. d. notifying the winner when the sweepstakes is over.

Q: Scenario 15-1One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word "sale," regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sale flyers and circulars, and began to promote the various sales on their websites. Other companies such as Target were also implementing a similar strategyby emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season.(Stephanie Clifford, "Stores Push Black Friday Into October." The New York Times, October 28, 2010.)On one of the company's websites, a sweepstakes was designed to award one lucky customer after he or she provided feedback on a number of planned sales promotions for the holidays. One characteristic of a sweepstakes is:a. winners can only be awarded with monetary prizes. b. winners are determined purely by chance.c. there can only be one winner per sweepstakes.d. there is a complex system for determining a winner.

Q: According to a classic quote, which of the following has been described as "the last five seconds of marketing?"a. Trade show b. Samplingc. Packagingd. Directory advertising

Q: From the consumer's viewpoint, directories like the Yellow Book have some disadvantages as promotional tools. One particular problem is that it:a. has a massive volume of media clutter.b. requires long lead times that result in outdated information.c. annoys rather than providing information to potential buyers. d. is unable to offer detailed information.

Q: Of all types of support media, directory advertising offers a unique advantage by:a. offering technologically advanced and innovative options. b. enhancing brand awareness and recall.c. stressing on the brand name and keeping the message within six words. d. helping consumers follow through on purchases.

Q: Though, there appears to be some strong resistance, market research has indicated that 63 percent of consumers don"t mind ___advertising.a. transit b. aerialc. billboard d. cinema

Q: ____ advertising is a close cousin to billboard advertising, and in many instances it is used in tandem with billboards.a. Directory b. Transitc. Aeriald. Cinema

Q: The combination of transit, aerial, and cinema advertising is known as ____media advertising. a. Point-of-Purchaseb. out-of-home c. trade-channeld. business-market

Q: Experts suggest that the number of words on a billboard copy should not exceed _____. a. fifteenb. ten c. sixd. three

Q: Billboards offer several strong advantages, but they are most effective as a promotional medium when they are in a location that:a. sends a message to the national and international market. b. incorporates specialized lighting.c. relates to an immediate need or desire. d. offers round-the-clock exposure.

Q: The oldest form of advertising is the_____ . a. couponb. dailiec. directory d. billboard

Q: The name support media denotes that they:a. are supported and financed solely by business-market expenditures. b. reinforce or support a message delivered by other media.c. must be supported or upheld by physical structures.d. support and enhance P-O-P within the retail environment.

Q: POP displays have historically served several purposes for store owners. What do today's retailers increasingly expect P-O-P displays to do for them?a. To provide ambience and differentiate their store from others b. To minimize the costs of creating displays for the storec. To improve the orderliness and structure of the store environment d. To reduce the number of sales personnel required

Q: A printed card or sign designed to mount on or under a shelf is known as a _____ . a. Shelf talkerb. Floor standc. Cash register d. Door signage

Q: Which of the following are the two broad categories of Point-of-Purchase materials?a. In-house displays and out-of-the-house displaysb. In-store merchandising formats and out-of-store promotional formats c. Push messages and pull messagesd. Short-term promotional displays and long-term permanent displays

Q: Which of the following is true of Point-of-Purchase displays?a. They are noticed only by a few consumers.b. Many retailers ignore them or throw them out. c. They rarely get shipped to stores.d. They are poorly constructed and often unusable.

Q: Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities. This is especially true of:a. in-store sampling and door-to-door sampling. b. price-off deals and rebates.c. mail sampling and newspaper sampling. d. sweepstakes and contests.

Q: Some airlines ran into big trouble when they tried to increase the mileage levels needed to earn awards in their frequent-flyer programs. Which of the follwoing risks associated with promotions have their actions demonstrated? a. The risk of having a product or service perceived as cheapb. The risk of alienating customersc. The risk of putting in too much timed. The risk of an increase in expenses over incomes

Q: Which of the following sales promotion tactics runs a risk of eroding a brand image or value?a. A frequency program b. A price incentivec. A sweepstake d. A contest

Q: For an item to be defined as an advertising specialty, it must:a. be a reward for meeting a goal or sales quota. b. contain no promotional message.c. be construed as a way of buying business.d. contain the sponsor's brand name or slogan.

Q: Which of the following is a difference between advertising specialties and business gifts?a. Specialties have the sponsor's logo on them, while business gifts do not.b. Specialties promote brand awareness, while business gifts promote close working relationships. c. Specialties are quite expensive, while business gifts are inexpensive.d. Specialties are given on a selective basis, while business gifts are distributed to all.

Q: The CEO of a software manufacturing firm that supplies to large insurance firms wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers. He meets with his marketing director, and they review the five main areas of promotion techniques aimed at business buyers. They are:a. trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs. b. incentives, allowances, training programs, cooperative advertising, and sampling.c. merchandise allowances, cash allowances, trade shows, training programs, and incentives.d. premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising.

Q: A discount retailer has been doing very well over the years, and can now expect to get cash payments from manufacturers and suppliers if they want their products on the retailer's shelves. Therefore, it regularly receives these payments known as:a. bill-back allowances. b. slotting fees.c. merchandise allowances. d. off-invoice fees.

Q: Which of the following is a form of allowance allowed to retailers and wholesalers?a. Free premiums b. Rebatesc. Slotting fees d. Push money

Q: A kitchen appliance manufacturer devises a program to encourage members of the trade to purchase its brand. It offers salespeople an extra $75 for selling one of its refrigerators, $50 for selling one of its ovens, and $40 for selling one of its dishwashers. Which of the following promotional concepts for the trade channel does this involve? a. Push moneyb. Merchandise allowance c. Slotting feed. Rebates

Q: Mark works for a well-known company that manufactures mattresses. To move the company's product during the President's Day sales events held nationwide, he offered $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February. He also offers a case of sports drinks for each mattress sold. These are examples of trade-market sales promotion techniques in the form of:a. free premiums. b. incentives.c. merchandise allowances. d. dividends.

Q: The sales-promotion techniques used within the trade market are:a. couponing, cash allowances, incentives, and slotting fees.b. incentives, allowances, training programs, and cooperative advertising. c. case allowances, sweepstakes, couponing, and training programs.d. slotting fees, Point-of-Purchase displays, consumer rebates, and merchandise allowances.

Q: A regional office supply store wants to understand and serve its customers better and compete with nationwide giants. It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers. Which of the following forms of sales promotion would work best?a. Mail samplingb. Self-liquidating premium c. Rebated. Frequency programs

Q: Businesses like to promote their products with rebates because they:a. are purely based on luck. b. often do not get cashed in.c. are more popular with consumers than coupons. d. do not require maintenance.

Q: A consumer buys a printer for her computer, and receives a money-back offer. To get the premium, she has to mail in a form requesting the money back from the manufacturer rather than the retailer. Which of the following consumer-market sales promotion techniques is exemplified here?a. A rebateb. A self-liquidating premium c. Couponingd. A free premium

Q: Trial offers have the same goal as samples, except that trial offers:a. are less expensive to utilize.b. are handed out in malls, retail stores, and other public places. c. involve more expensive items.d. arrive through mail or newspaper delivery.

Q: A national merchandising company is a major distributor of grocery and beauty products, and uses many tactics to get samples into the hands of consumers. The most popular type of sampling for food and cosmetics products is ____ sampling. a. on-packageb. door-to-door c. maild. in-store

Q: Which of the following is true of sampling?a. It is available to distributors alone.b. The customer receives their money back.c. The product is offered at a discounted price. d. It involves little or no risk.

Q: The biggest difference between contests and sweepstakes is that:a. contests can require an entry fee, and sweepstakes cannot.b. contests generate long-term interest in a brand, and sweepstakes generate immediate interest. c. contests require skill, and sweepstakes require luck.d. contests focus on the game, and sweepstakes focus on the brand.

Q: A distinguishing feature of a self-liquidating premium is that it requires the consumer to:a. mail in the premium to get reimbursed.b. pay most of the cost of the item received. c. buy two other items at regular price.d. guarantee a repeat purchase.

Q: Which of the following is true of a self-liquidating premium?a. It is a trade-market sales promotion technique.b. It is a consumer-market sales promotion technique. c. It is a business-market sales promotion techniqued. It is a Point-of-Purchase sales promotion technique

Q: A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it. The little boy's new toy is an example of a:a. self-liquidating premium. b. push strategy.c. free premium. d. price-off deal.

Q: The marketers at Kraft are currently focusing on building brand loyalty and considering a number of consumer- market sales promotion techniques. Which of the following would work best at encouraging brand loyalty toward Kraft Macaroni and Cheese?a. Offering a 50-cent rebate on the purchase of a box of Kraft Macaroni and Cheese b. Offering an additional case of Kraft Macaroni and Cheese half-pricec. Saving George Clooney eat Kraft Macaroni and Cheese in his next movied. Placing a $1 off coupon for Kraft Macaroni and Cheese in the Redbook magazine for a month.

Q: A(n) ____ entitles a buyer to a designated reduction in price for a product or service. a. couponb. off-invoice allowance c. bill-back allowanced. slotting fee

Q: An objective of consumer-market sales promotion is to:a. stimulate the inelasticity of demand of a product. b. lower the economies of scale.c. encourage smaller purchases. d. stimulate trial purchases.

Q: In the world of promotion today, payments in the form of slotting fees, cash allowances, and incentives are becoming more popular due to the growing power of _____.a. retailersb. manufacturers c. consumersd. shareholders

Q: Sales promotion techniques act as an incentive to purchase the brand featuring a promotion, even if another brand:a. has more market share. b. offers more variety.c. offers more benefits.d. has a lower basic price.

Q: A retailer is trying to target the "precision shopper," who expects extra value in every single purchase. Which of the following promotional techniques would best increase the value of a brand in a customer's mind?a. Bill-back allowances b. Push moneyc. Off-invoice allowance d. Coupons

Q: Several factors have affected sales promotion in organizations, in recent years. Pressure from stockholders to produce high quarterly revenue, marketing plans based on quick results, and a bottom-line mentality have all contributed to a:a. focus on brand image. b. short-term orientation.c. sense of creative innovation. d. strong consumer bond.

Q: The unique characteristics of the Web has given advertisers who use it a definite edge over their competitors. What are the advantages of the new digital/interactive media being used in advertising today? Discuss a product or service that has successfully demonstrated one or more of these elements in its digital/mobile advertising.

Q: Explain the role of online privacy in social media advertising. What are cyber-identity theft and online resistance? How can they affect social media advertising? List out the ways in which individuals can protect themselves. What is the consequence of blocking websites that track your digital footprint?

Q: Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.

Q: Which digital advertising tools can an advertiser use to make his home page as popular as possible?

Q: Explain why it is crucial for advertisers to understand how consumers think, feel, and act regarding social media, online advertising, and e-commerce. Can social media be leveraged profitably? Explain.

Q: Scenario 14-4Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.The researchers at Visualizers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media. They suggest that Optima should provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to try new techniques, and add their own suggestions. Generating this type of social interaction around Optima products will involve creating:a. an Internet presence.b. integration with television marketing campaigns. c. a mobile marketing plan.d. consumer engagement through interactivity.