The sales promotion effort can add to consumer franchise-building efforts for a brand by ______.

Chapter 16 - Sales Promotion

Chapter 16

Sales Promotion

Multiple Choice Questions

1. (p. 507) In the opening vignette, Macy's learned the hard way that:

A. organic is not necessarily natural

B. consumers are sensitive to brand re-identification

C. consumers love a deal

D. fashion does not always equal style

E. coupons are better than cost-cutting

See opening vignette.

2. (p. 508) In the opening vignette, Macy's learned that extensive use of discounts and

promotional offers:

A. reduces the effectiveness of nonfranchise-building promotions

B. undermines their ability to build and maintain brand equity

C. creates a game that can only be refunded through bonus packs

D. are effective substitutes for self-liquidating off-invoice allowances

E. create accounting nightmares

See opening vignette.

3. (p. 509) ______ is defined as a direct inducement that offers an extra value or incentive for the

product to the sales force, distributors, or to ultimate consumer with the primary objective of

creating an immediate sale.

A. Brand advertising

B. A sales promotion

C. Direct marketing

D. A promotional allowance

E. Specialty marketing

16-1

1
What does it mean when the text describes sales promotions as acceleration tools? A) Sales promotions are designed to speed up the sales process. B) The use of sales promotions results in the diffusion rate being twice as fast as it is without them. C) Sales promotions quicken the distribution process. D) Sales promotions increase the rate with which a product moves through its product life cycle. E) Sales promotions enhance an organization's ability to recover research and development costs. 2
Worldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for the years. The sponsorships make consumers aware of Worldspan and are an example of: A) a nonfranchise building promotion. B) a consumer franchise building promotion. C) a high-involvement sales promotion. D) a sales promotion trap. E) interactive marketing. 3
Which of the following is the best example of a product that is suitable for sampling? A) Lawn furniture B) Leather briefcase C) Ceiling fan D) Cosmetic surgery E) Dry pet food 4
SoBe had cans of its energizer drinks to give out to attendees at the National Skateboarding Championship Games. This would have been an example of _____ sampling. A) on-package B) interactive C) Gen X D) event E) person-to-person 5
The toys found in Cracker Jacks boxes are a classic example of a: A) comarketing effort. B) sample. C) free premium. D) rebate. E) self-liquidating premium. 6
Clear Channel radio stations ran a _____, a type of _____ in which it offered listeners a chance to win $2 million if they were the correct caller after they heard Elton John's voice say, "Call now for your chance at $2 million." A) contest; consumer promotion B) sweepstakes; consumer promotion C) sweepstakes; event marketing D) contest; trade promotion E) consumer promotion; event marketing 7
Worldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. This would be an example of event sponsorship if: A) it were part of an integrated marketing communications program. B) it were limited to one specific type of sport. C) it had more national appeal. D) D.the company were in the rejuvenation stage of its product life cycle. E) the company used opinion leadership. 8
Which of the following statements about how contests and incentives are used as trade promotions is true? A) Cash payments made directly to a retailer's sales staff as inducement to sell a manufacturer's products is called pull money. B) Another name for pull money is spiffs. C) Retailers are very supportive of all types of contests and incentives for their salespeople. D) Contests and incentives can be tied to product sales, new account placements, or merchandising efforts. E) Contests and incentives are often in the form of off – invoice allowances. 9
A few years ago Dannon introduced a yogurt-based drink, which never hit a forecasted level of minimum sales. Some supermarkets demanded Dannon pay ______ to cover the costs associated with stocking, maintaining inventories, and pulling the product off the shelves. A) failure fees B) slotting allowances C) push monies D) slotting fees E) street monies 10
The Cattlemen's Beef Board developed a logo that is the word BEEF and the silhouette of a cow's head in a circle; around the exterior of the circle is written the words MARK OF QUALITY. Its logo and the slogan: "Beef. It's what's for Dinner," appears on products such as Old El Paso seasoned taco meat bucket and Lloyd's barbecue. This is an example of: A) vertical cooperative advertising. B) ingredient-sponsored cooperative advertising. C) horizontal cooperative advertising. D) support advertising. E) integrated cooperative advertising.

What sales promotions give to customers?

Which of the following is an example of a sales promotion activity quizlet?

Which of the following statement is true about sales promotion programs?

Which of the following is true of consumer franchise building promotions?