Promotions Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 17 -

PromotionsPromotions

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 1Chapter 17 -

_____ increases the value of a product or brand by offering an

incentive to buy it.

1. Sales promotion

2. Brand enhancement

3. Product placement

4. Brand endorsement


_____ increases the value of a product or brand by offering an

incentive to buy it.

1. Sales promotion

2. Brand enhancement

3. Product placement

4. Brand endorsement


A marketer can use sales promotion to increase the value of his product or brand by offering an extra incentive to buy it.

Marketers use _____ to compare estimated

results with projected costs of a promotion.

1. data mining

2. enumeration

3. payout planning

4. promotional metrics

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 4

Marketers use _____ to compare estimated

results with projected costs of a promotion.

1. data mining

2. enumeration

3. payout planning

4. promotional metrics


Payout planning helps marketers to determine the return on investment (ROI). It compares the estimated results with the projected costs of a promotional effort.

When compared to advertising, promotions offer which of the

following advantages?

1. They provide quicker results.

2. The results are easier to evaluate.

3. Computing a return on investment is easier.

4. All of the above


When compared to advertising, promotions offer which of the

following advantages?

1. They provide quicker results.

2. The results are easier to evaluate.

3. Computing a return on investment is easier.

4. All of the above


As opposed to advertising, sales promotions deliver quicker results. Those results are easier to evaluate; therefore, it is easier to compute a return on investment.

From a consumer’s point of view, sales promotions _____.

1. do not affect the decision to purchase

2. detract from the overall value of a product

3. reduce risks associated with buying a product

4. None of the above


From a consumer’s point of view, sales promotions _____.

1. do not affect the decision to purchase

2. detract from the overall value of a product

3. reduce risks associated with buying a product



Sales promotions reduce a consumer’s risk of purchasing by offering something of added value (e.g., a coupon, rebate, or discounted price).

As consumer promotions, common “price deals” include _____.

1. bonus packs

2. sponsorships

3. trade support

4. cross promotions


1. bonus packs

2. sponsorships

3. trade support

4. cross promotions

As consumer promotions, common “price deals” include _____.


The four common price deals include cents-off deals, prize-pack deals, bonus packs, and banded packs.

Use of the Internet as a promotional medium for _____ has

increased.

1. distributing discount coupons

2. sampling of products and services

3. attracting people to sweepstakes and games

4. All of the above


Use of the Internet as a promotional medium for _____ has

increased.

1. distributing discount coupons

2. sampling of products and services

3. attracting people to sweepstakes and games

4. All of the above


The Internet is useful for inviting participation in games and sweepstakes, distributing discount coupons, and sampling.

The most common types of trade promotion tools do not include

_____.

1. product sampling

2. retailer (dealer) kits

3. trade incentives and deals

4. point-of-purchase promotions


The most common types of trade promotion tools do not include

_____.

1. product sampling

2. retailer (dealer) kits

3. trade incentives and deals

4. point-of-purchase promotions


Typical trade promotion tools include retailer (dealer kits), trade incentives and deals, point-of-purchase promotions, contests, and trade shows and exhibits.

_____ targets trade promotions at the members of distribution

channels.

1. Trade marketing

2. Channel marketing

3. Distributed marketing

4. Stock-in-trade marketing


_____ targets trade promotions at the members of distribution

channels.

1. Trade marketing

2. Channel marketing

3. Distributed marketing

4. Stock-in-trade marketing


Trade promotions are usually directed at distribution channel members, a practice that is called channel marketing.

Consumer and trade promotions interact through _____.

1. intense competition for in-store shelf space

2. disparaging rival brands and local vendors

3. complementing push-and-pull strategies



Consumer and trade promotions interact through _____.

1. intense competition for in-store shelf space

2. disparaging rival brands and local vendors

3. complementing push-and-pull strategies



Customers who want a product will ask for it at local retailers (pull-strategy). Trade promotions can motivate local retailers to carry the product (push-strategy).

The term _____ describes the practice

of linking a brand to an event.

1. brand blending

2. event marketing

3. ambient marketing

4. product partnering


The term _____ describes the practice

of linking a brand to an event.

1. brand blending

2. event marketing

3. ambient marketing

4. product partnering


Event marketing involves building a product’s marketing program around a sponsored event.

_____ enables a brand to undermine a competitor that is

sponsoring an event.

1. Guerilla marketing

2. Stealth marketing

3. Ambush marketing

4. Subliminal marketing


_____ enables a brand to undermine a competitor that is

sponsoring an event.

1. Guerilla marketing

2. Stealth marketing

3. Ambush marketing

4. Subliminal marketing


Ambush marketing involves promotional stunts at events by companies that are not official sponsors, thus undermining the presence of a competitor that is sponsoring the event.

Marketers use _____ to increase the retention of customers.

1. payout planning

2. loyalty programs

3. bulls-eye marketing

4. courtesy marketing


Marketers use _____ to increase the retention of customers.

1. payout planning

2. loyalty programs

3. bulls-eye marketing

4. courtesy marketing


Loyalty programs (also known as continuity or frequency programs) keep and reward customers for their continued patronage.

Typical partnership promotion programs include all of the

following except _____.

1. licensing

2. co-marketing

3. co-branding

4. sponsorships


1. licensing

2. co-marketing

3. co-branding

4. sponsorships

Typical partnership promotion programs include all of the

following except _____.


Typical partnership promotional programs include licensing, co-branding, co-marketing, and tie-in or cross promotion.

When compared to promotions, the use of advertising _____.

1. creates immediate action

2. creates a brand image over time

3. contributes greatly to short-term profitability

4. adds tangible value to products or services


When compared to promotions, the use of advertising _____.

1. creates immediate action

2. creates a brand image over time

3. contributes greatly to short-term profitability

4. adds tangible value to products or services


Advertising creates a brand image over time. It also relies on emotional appeals, adds intangible value to products or services, and contributes moderately to short-term profits.

_____ is the primary measure of the effectiveness of sales

promotions.

1. Online buzz

2. Sales volume

3. Response rate

4. Redemption rate


_____ is the primary measure of the effectiveness of sales

promotions.

1. Online buzz

2. Sales volume

3. Response rate

4. Redemption rate


Because promotions are focused on action, sales volume is the primary measure of their effectiveness.

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