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| Buick ran a contest that provided entrants with the opportunity to win a new Buick Lucerne. The ultimate purpose of the contest was the encourage people to visit Buick delearships. Of the more than 500,000 entrants to the contest, 3,000 agreed to take a test drive. This promotion generated a large number of potential Buick purchasers and also contributed to Buick's large and expanding... |
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| For which type of premium do consumers receive a free item form the sponsoring manuf. in return for submitting a required number of proofs of purchase? |
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| The toy inside of a McD's happy meal is an example of ..... |
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| Chick-fil-A's kids' meals often have games on the bag that the meal comes in. The games on the bag is an example of .... |
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| Which type of premium can build sales volume in stores that put up displays and participate fully? |
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| The Buy X Get 1 Free form of premium represents an immediate reward to consumers, and for manuf., this type of premium serves the primary purpose of .... |
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| rewarding a brand's loyal constomers or encouraging trial. |
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| Self liquidating premiums are paid for by the .... |
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| To promote sales and increase consumer awareness of good eating habits, a well-known cereal company included on the package an offer for a book entitled "Good Eating and Lifetime Happiness." This book (a $9 value) coul be obtained in exchange for only one proof-of-purchase along with a $4.95 shipping and handling fee. What te of promotional tool is a company using? |
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| To increase sales of Moutain Pure botteled water, the company is considering using a price-off offer. Which of the following would NOT be a reasonable objective for using a price-off offer? |
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E
All of these are suitable objectives for price-off. |
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| price-off labels may only be used on brands already in distribution w/established retail prices. |
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| _____ are extra quanitites of a product that a company gives to consumers at the regular price. |
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| The ABC Company usually sells a package of ten razor blades for $9. When the company offers a package of twelve razor blades for $9 they are offering a .... |
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| Which of the following are sometimes used as an alternative to price-off deals when price-off deals are either overused or resisted by the trade? |
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| Lisa purchased socks at a dpt store and noticed a sign that stated se coud get $5 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchase and dated cash register receipt. This is an example of what? |
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| For which type of promotion must participants act according to the specific rules and may or may not be required to submit proofs of purchase? |
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| continuity programs are also referred to as _____ programs. |
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| Marble Slam Creamery is an ice cream shop that stamps a customer's card for each purchase. After five purchase, customers get a free ice cream. What type of promotion is this? |
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| The use of two or more sales promotion techniques in combo with another is called.... |
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| The simulataneous promotion of multiple brands in a single promotional effort is called a ....... |
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| _____ refers to two or more brands from different companies promoted in a single promotional effort. |
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| One regional discount apparel chain ran a promotion in which paper shopping bags were mailed out to shoppers -- paper bags of the sort that one sees in grocery stores. The bags were printed wih statements such as "20% off everything you can stuff in this bag." The deal was offered on a one-day-only basis and then repated again at different times throughout the year. This is an example of a retailer ______ |
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| The first step in evaluating sales promotional ideas is to........ |
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| identify those objectives. |
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| Which of the following quesitons should a mangager ask when evaluating a new promotion idea? |
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| A promotion program's _____ is the sum of the direct outlays invested in promotion. |
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| _____ represents the total time and effort that went into the planning and executino of a promotion. |
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| Which criterion cannot be measured objectively but involves a subjective assessment of where a promotion has enhanced a brand's image or possibly detracted from it? |
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