Term
| _____ are the starting points for all consumer promotion decisions. |
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Definition
| Target marketing and brand positioning |
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Term
| Advertising makes consumers aware of your brand and promotes positive image; _____ serve(s) to consummate the transaction. |
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Definition
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Term
| Consumers who take part in sales promotions receive utilitarian, or functional, benefits. Which of the following is NOT a functional benefit. |
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Definition
| Achieving a need for stimuluation. |
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Definition
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Definition
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Definition
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Term
| The use of ____ would be suggested for manuf. who wish to generate conumer trial but delay the reward. |
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Definition
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Term
| Which type of consumer-oriented promotion is appropriate for reinforcing a brand's image while delivering an immediate reward? |
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Definition
| None of these answers are correct. |
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Term
| Which of the following statements is FALSE? |
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Definition
| Consumer-oriented promotions cannot leverage trade support. |
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Term
| Which of the following is a distribution method used to deliver samples? |
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Definition
ALL
- Direct Mail
- Newspapers and Magazines
- In-store
- High traffic locations and events |
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Term
| The most frequent form of sampling is ______. |
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Definition
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Term
| A hair product company wishing to reach teenage males made a deal with tuxedo shops to distribute gift packages of product samples to each male who picked up a rental for the prom. The hair product company was using... |
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Definition
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Term
| A tool that can be used to assess whether an investment in a sampling program is cost justified is... |
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Definition
| ROI - Return on investment |
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Term
| The first step for calculating the return on investment for a sampling is... |
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Definition
| determining the total cost for the sampling |
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Term
| Which cicumstance is NOT ideal for using sampling to encourage trial usage of a new or improved brand? |
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Definition
| The brand packaing is hard to distinguish from its competition. |
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Term
| A problem with in- or on-package sampling is that it... |
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Definition
| excludes consumers who do not buy the carying brand. |
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Term
| Which of the following is a problem with the use of sampling? |
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Definition
| In-store sampling often fails to reach sufficient numbers of consumers to justify its expense. |
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Term
| The major method for distributing coupons in the US is... |
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Definition
| Free standing inserts..FSIs |
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Term
| Programs in which a service distributes coupons for a single company's multiple brands or brands from multiple companies are known as.. |
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Definition
| Cooperative coupon programs |
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Term
| The amount paid to the consumer when he or she reedems the coupon at a retail checkout along with a purchase of the brand for which the coupon is offered is known as the .... |
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Definition
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Term
| Most consumers revert to their pre-coupon brand choice ______ after redeeming a competitive brand's coupon. |
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Definition
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Term
| Which of the following is a major form of couponing activity? |
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Definition
| Point-of-purchase coupons (70%) |
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Term
| Which of the following is a point-of-purchase form of coupon? |
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Definition
| Instantly redeemable coupon |
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Term
| Anthony picked up a package of paper plates and noticed tha there was a coupon stuck onto the package that stated, "Save 50 cents now!" When he went to the checkout, the cashier removed the coupon and gave him the discount. Which type of coupon did Anthony receive? |
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Definition
| Instantly redeemable coupon |
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Term
| Although the instant coupon is a minor form of couponing, it has emerged in recent years as an alternative to ______ |
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Definition
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Term
| Which type of couponing allows a manuf. to deliver a coupon to a consumer that purchases a comnpetitor's brand? |
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Definition
| Scanner delivered coupons. |
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Term
| Mail-delivered coupons are generally used for .... |
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Definition
| introducing new or improved products. |
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Term
| Which of the following statements is FALSE concerning in and on-pack coupons? |
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Definition
| They have the lowest redemption rates of all coupon-distribution methods. |
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Term
| If a coupon for Coca-Cola appears on a package of Cheerios (GM product), it is referred to as ______. |
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Definition
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Term
| A package coupon has _____ because an intial purchase maybe stimulate another purchase. |
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Definition
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Term
| Which of the following is an advantage of in- and on- pack coupons? |
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Definition
| Virtually no distribuion costs |
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Term
| Trina purchased a new brand of high-fiber cereal and noiced that there was a coupon printed on the back of the package worth 2 dollars off her next purchase of thi brand. What type of coupon is this? |
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Definition
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Term
| Which type of couponing posesses considerable potential for fraud because consumers can possibly manipulate the face value or receive multiple copies of a coupon? |
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Definition
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Term
| Major package goods companies are experimenting with coupon offers to mobile phone users. This is an example of ____ couponing. |
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Definition
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Term
| Which conditions and/or restrictions must be met for a consumer to be entitled to the coupon discount? |
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Definition
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Term
| Retailers redeem coupons be sending them to _______. |
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Definition
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Term
| Agents of coupon-issuing manufactureres are known as ......... |
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Definition
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Term
| Individuals, or organizations of individuals, who either recruit the services of actual retailers to serve as conduits through which coupons are misredeemed, or operate phony businesses that exist soley for the purpose of redeeming huge qty of illegal coupons are known as ..... |
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Definition
| professional misredeemers. |
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