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Exam 14: Sales Promotion

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Question 61

Multiple Choice

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Hasbro,a toy company,teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys only at Toys R Us stores.This is an example of:

A) incentive marketing.
B) a franchise building promotion.
C) brand equity building.
D) account-specific marketing.
E) brand extension.

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Question 62

Multiple Choice

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Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal.The appearance of Bart Simpson on the watch instead of the Kellogg's logo would:

A) detract from the consumer franchise building value of the promotion.
B) create problems in supply and demand.
C) make inventory forecasting easier.
D) fully support Kellogg's in its consumer franchise building promotion.
E) make it unnecessary for Kellogg's to run a nonfranchise building promotion.

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Question 63

Multiple Choice

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A discount or deal offered to a retailer or wholesaler to encourage them to stock,promote or display a manufacturer's product is known as:

Which of the following is an example of consumer franchise building promotion?

_____ coupons are on/in pack coupons that are redeemable on the purchase of a different product,usually one made by the same company but occasionally through a tie-in with another manufacturer.

How has the view of sales promotions changed during the past decades?

Which of the following statements is true about rebates?

Serta,the manufacturer of mattresses,gave away a Serta Sheep Plushie toy to any customer who purchased a mattress from a Serta dealer.The toy was only available for a limited time.The stuffed toy is an example of a:

Nordica provides sales personnel in ski shops with training classes,detailed manuals,and other tools to help them better understand how to sell the company's ski boots.This is an example of:

The redemption rate for refunds is lower than that for coupons because:

Advertising implemented by retailers and paid for (at least in part) by a manufacturer is called:

An appliance manufacturer offers a $50 payment to salespeople who work at Rutgers Appliance if they sell one of the company's new refrigerators.This payment is known as:

An effective premium is one that:

Consumers must pay the manufacturers' out-of-pocket costs for a _____ premium.

Which of the following is an example of a sales promotion that can be used to contribute to franchise building?

Brand equity is also known as:

Delta Airlines began offering triple miles to members of its frequent flyer program when they took any Delta flight from New York to Miami.Then United and other airlines immediately matched the offer,and it was believed for a long time that they all must continue the program or lose their competitive position.This situation is an example of:

Promotional activities designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: