Chapter 17 Promotional Concepts and Strategies

Direct marketing is a type of advertising directed to:

• The general public in an attempt to increase store traffic
• Large retailers in order to convince the retailer to stock the product
• A mass audience rather than a targeted group of prospects and customers
• A targeted group of prospects and customers rather than to a mass audience

Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers are called:

• Coupons
• Sales force promotions
• Trade promotions
• Consumer promotions

Premiums are:

• Low cost items given to consumers at a discount or for free
• Certificates that entitle customers to cash discounts on goods or services
• Higher priced products earned and given away through contests, sweepstakes, and rebates
• A payment fee for the right to promote products or services at or on a set location

The main function of publicity is to:

• Enable an organization to influence a target audience
• Develop a positive perception or awareness of the organization in the marketplace
• Stimulate sales, reinforce advertising, and support selling efforts
• Increase sales, inform potential customers about new products, and create a positive image

The above image is an example of what type of consumer promotion?

• Premium
• Incentive
• Loyalty Marketing Program
• Slotting Allowance

The above image is an example of what type of consumer promotion?

• Loyalty Marketing Program
• Promotional Tie-In
• Product Sample
• Incentive

The above image is an example of what type of consumer promotion?

• Coupon
• Sweepstakes
• Contest
• Rebate

The above image is an example of what type of consumer promotion?

• Promotional Tie-In
• Loyalty Marketing Program
• Incentive
• Point of Purchase Display

The above image is an example of what type of consumer promotion?

• Loyalty Marketing Program
• Promotional Tie-In
• Point of Purchase Display
• Premium

Monster Energy has just come out with a new flavor energy drink.  To introduce the new product they will be offering visitors to the Monster Truck Show tastes of the beverage.  which consumer promotion is this considered?

• Coupon
• Point of Purchase Display
• Product Sample
• Loyalty Marketing Program