1. Promotions Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 17 -

2. _____ 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 -

3. _____ 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.

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 17 -4

5. 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 -5 Payout planning helps marketers to determine the return on investment (ROI). It compares the estimated results with the projected costs of a promotional effort.

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 17 -6

7. 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 -7 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.

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 17 -8

9. 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 -9 Sales promotions reduce a consumer’s risk of purchasing by offering something of added value (e.g., a coupon, rebate, or discounted price).

10. 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 17 -10

11. 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 17 -11 The four common price deals include cents-off deals, prize- pack deals, bonus packs, and banded packs.

12. 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 17 -12

13. 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 17 -13 The Internet is useful for inviting participation in games and sweepstakes, distributing discount coupons, and sampling.

14. 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 17 -14

15. 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 17 -15 Typical trade promotion tools include retailer (dealer kits), trade incentives and deals, point-of-purchase promotions, contests, and trade shows and exhibits.

16. _____ 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 17 -16

17. _____ 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 17 -17 Trade promotions are usually directed at distribution channel members, a practice that is called channel marketing.

18. 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 17 -18

19. 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 17 -19 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 ).

20. 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 17 -20

21. 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 17 -21 Event marketing involves building a product’s marketing program around a sponsored event.

22. _____ 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 17 -22

23. _____ 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 17 -23 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.

24. 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 17 -24

25. 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 17 -25 Loyalty programs (also known as continuity or frequency programs) keep and reward customers for their continued patronage.

26. 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 17 -26

27. 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 17 -27 Typical partnership promotional programs include licensing, co-branding, co-marketing, and tie-in or cross promotion.

28. 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 17 -28

29. 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 17 -29 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.

30. _____ 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 17 -30

31. _____ 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 17 -31 Because promotions are focused on action, sales volume is the primary measure of their effectiveness.