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WorksheetsBHMC2003 Quiz #10 : Chapter 10 : Sales Promotion
Total questions: 10
Worksheet time: 9mins
Which of the following elements of the integrated marketing communications program is designed to provide an extra incentive to consumers to purchase a brand?
magazine advertising
direct mail
public relations
publicity
sales promotion
Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward
end users
retailers
wholesalers
salespeople
employees
Which of the following serves as a reason for the increase in sales promotion?
growing power of retailers
increasing brand loyalty of customers
lack of short-term focus among marketers
decreased promotional sensitivity
decreased competition
Marketers who are being held accountable for strategy implementation often need concrete methods to show the effectiveness of their decision making. Which of the following would best support a marketer in producing a quick and easily measurable jump in sales?
mass-media advertising
a strategy that enhances the advertising carryover effect
sales promotions such as coupons and price discounts
bait-and-switch marketing techniques
out-of-home advertising media
_____ involves a variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial.
rebate
refund
sampling
couponing
sweepstakes
Which of the following is a disadvantage of couponing?
It can be difficult to estimate how many consumers will use a coupon and when.
It discourages initial product trial.
It assists in reducing the price of a product only by relying on retailers for cooperation.
It assists only in attracting new customers but does not help in retaining existing customers.
It may encourage regular users to trade down to inexpensive brands.
NapTime Inc., a manufacturer of mattresses, gave away a Sheep plush toy to any customer who purchased a mattress from a NapTime dealer. The toy was only available for a limited period. The plush toy is an example of a _________
coupon
sample
free premium
rebate
self-liquidating premium
Got Game, a sports store, ran a promotion campaign in which it offered a box of 15 Pyramid golf balls at the price of 12 balls. This is an example of a
price-off deal.
premium.
bonus pack.
rebate.
trade allowance.
____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers.
A Planogram
A Trade Layout
Cooperative Advertising
A Trade Show
Event Marketing
When McDonald's introduced its value menu in 2003 and competitors responded by putting popular items on their value meal menus to keep up, it was an example of a(n) ________________ or a spiral that results when several competitors use promotions extensively.
attribution trap
sales promotion trap
primary reinforcement spiral
secondary reinforcement spiral
external trap
