Promotions Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall2Chapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall3Chapter 17 - 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 HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 17 -6

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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 17 -8

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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

1.bonus packs 2.sponsorships 3.trade support 4.cross promotions As consumer promotions, common “price deals” include _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ targets trade promotions at the members of distribution channels. 1.Trade marketing 2.Channel marketing 3.Distributed marketing 4.Stock-in-trade marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

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 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

The term _____ describes the practice of linking a brand to an event. 1.brand blending 2.event marketing 3.ambient marketing 4.product partnering Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ enables a brand to undermine a competitor that is sponsoring an event. 1.Guerilla marketing 2.Stealth marketing 3.Ambush marketing 4.Subliminal marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Marketers use _____ to increase the retention of customers. 1.payout planning 2.loyalty programs 3.bulls-eye marketing 4.courtesy marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

1.licensing 2.co-marketing 3.co-branding 4.sponsorships Typical partnership promotion programs include all of the following except _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 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 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ is the primary measure of the effectiveness of sales promotions. 1.Online buzz 2.Sales volume 3.Response rate 4.Redemption rate Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Because promotions are focused on action, sales volume is the primary measure of their effectiveness.