ARE 136 Ch. 15 Questions and Answers Complete
Sales promotion is the use of techniques that create a perception of greater
brand value among consumers, the trade, and business buyers, but the
techniques can't entail an incentive.
a. True
b. False
False
The complex and information-rich tools of IBP can help create brand loyalty and
competitive advantage.
a. True
b. False
True
One advantage of sales promotions is that the results are simple to measure.
a. True
b. False
True
Sales promotion can break through the media clutter.
a. True
b. False
True
Historically, more money has been budgeted for sales promotion than for
advertising.
a. True
b. False
False
Sales promotion can attract attention and motivate trial purchase, but is not
allowed for introducing new brands to the public.
a. True
b. False
False
Marketers must select only one sales promotion technique aimed at consumers,
such as coupons, price-off deals, premiums, contests and sweepstakes, samples
and trial offers, phone and gift cards, rebates, and frequency programs.
a. True
b. False
False
,Coupons are the oldest and most widely used form of sales promotion.
a. True
b. False
True
A dentist offers a deal in which customers who have had two teeth whitening
services over the last year get the third one free. This is an example of a sampling
program to stimulate repeat purchases.
a. True
b. False
False
One advantage of using sweepstakes and contests is that they can quickly and
easily communicate the brand message through the game.
a. True
b. False
False
A manufacturer of dental care products sets up a new promotion by attaching
one of its toothbrushes to its boxes of toothpaste. This is an example of a mobile
sampling technique.
a. True
b. False
False
Retailers often run trade promotions simultaneously along with consumer
promotions.
a. True
b. False
True
One objective for promotions in the trade channel is to increase store traffic,
which benefits both manufacturers and retailers.
a. True
b. False
True
The fight for space on grocers' shelves has become very competitive, so
manufacturers will do anything to get stores to stock their items—except paying
a fee, which is illegal.
a. True
b. False
False
A manufacturer helps a retailer by sharing the cost of local advertising. This
allows the manufacturer to have some control over the process, and the retailer
, to advertise for a lower cost. They are taking part in a form of business-market
sales promotion.
a. True
b. False
False
It is estimated that almost one-fourth of corporate America gives rebates as a
type of business-market promotional technique.
a. True
b. False
False
The advantage that sales promotions have over advertising is that they are
measurable and they can often motivate consumers to buy larger quantities or try
new brands.
a. True
b. False
True
Sales promotion is more oriented to techniques used to stimulate demand and
attract attention in the consumer market.
a. True
b. False
True
A coupon entitles a buyer to a designated reduction in price for a product or
service, and is the oldest and most widely used form of sales promotion.
a. True
b. False
True
One of the more noteworthy examples of promotions depicted in the book is by
Axe; Axe did one of the most unusual promotions by offering consumers a
chance to go to space.
a. True
b. False
True
Objectives for consumer-market sales promotion include stimulating a trial
purchase, repeat purchases, larger purchases, or to introduce a new brand,
service, or product.
a. True
b. False
True
Sales promotion is the use of techniques that create a perception of greater
brand value among consumers, the trade, and business buyers, but the
techniques can't entail an incentive.
a. True
b. False
False
The complex and information-rich tools of IBP can help create brand loyalty and
competitive advantage.
a. True
b. False
True
One advantage of sales promotions is that the results are simple to measure.
a. True
b. False
True
Sales promotion can break through the media clutter.
a. True
b. False
True
Historically, more money has been budgeted for sales promotion than for
advertising.
a. True
b. False
False
Sales promotion can attract attention and motivate trial purchase, but is not
allowed for introducing new brands to the public.
a. True
b. False
False
Marketers must select only one sales promotion technique aimed at consumers,
such as coupons, price-off deals, premiums, contests and sweepstakes, samples
and trial offers, phone and gift cards, rebates, and frequency programs.
a. True
b. False
False
,Coupons are the oldest and most widely used form of sales promotion.
a. True
b. False
True
A dentist offers a deal in which customers who have had two teeth whitening
services over the last year get the third one free. This is an example of a sampling
program to stimulate repeat purchases.
a. True
b. False
False
One advantage of using sweepstakes and contests is that they can quickly and
easily communicate the brand message through the game.
a. True
b. False
False
A manufacturer of dental care products sets up a new promotion by attaching
one of its toothbrushes to its boxes of toothpaste. This is an example of a mobile
sampling technique.
a. True
b. False
False
Retailers often run trade promotions simultaneously along with consumer
promotions.
a. True
b. False
True
One objective for promotions in the trade channel is to increase store traffic,
which benefits both manufacturers and retailers.
a. True
b. False
True
The fight for space on grocers' shelves has become very competitive, so
manufacturers will do anything to get stores to stock their items—except paying
a fee, which is illegal.
a. True
b. False
False
A manufacturer helps a retailer by sharing the cost of local advertising. This
allows the manufacturer to have some control over the process, and the retailer
, to advertise for a lower cost. They are taking part in a form of business-market
sales promotion.
a. True
b. False
False
It is estimated that almost one-fourth of corporate America gives rebates as a
type of business-market promotional technique.
a. True
b. False
False
The advantage that sales promotions have over advertising is that they are
measurable and they can often motivate consumers to buy larger quantities or try
new brands.
a. True
b. False
True
Sales promotion is more oriented to techniques used to stimulate demand and
attract attention in the consumer market.
a. True
b. False
True
A coupon entitles a buyer to a designated reduction in price for a product or
service, and is the oldest and most widely used form of sales promotion.
a. True
b. False
True
One of the more noteworthy examples of promotions depicted in the book is by
Axe; Axe did one of the most unusual promotions by offering consumers a
chance to go to space.
a. True
b. False
True
Objectives for consumer-market sales promotion include stimulating a trial
purchase, repeat purchases, larger purchases, or to introduce a new brand,
service, or product.
a. True
b. False
True
