Quiz Ch. 11
Group 5
1. Items that are offered for free, or at a reduced price with the purchase of another item are:
A.
B.
C.
D.
Contests
Advertising Specialties
Premiums
Trial Offers
2. Delivering samples to the homes of target segments is an example of:
A.
B.
C.
D.
Mail Sampling
Door to Door Sampling
On-package sampling
Mobile Sampling
3. Objectives for consumer-market sales promotions include ALL of the following EXCEPT:
A.
B.
C.
D.
Stimulate trial purchases
Stimulate repeat purchases
Introduce a new brand
Increase price of product
4. Risks of sales promotions include ALL of the following EXCEPT:
A.
B.
C.
D.
E.
Legal considerations
Failure of product
Borrowing from future sales
Alienating customers
Time and expense
5. Sales promotion strategy in which marketers devise incentives to encourage purchases by members
of the trade, moving product into the distribution
A.
B.
C.
D.
Push strategy
Push money
Frequency programs
Trade shows
6. Trial offers have the same goal as ______, which is to induce trial use of a brand and usually used for
more expensive items.
A.
B.
C.
D.
Riding the boards
Premiums
Sampling
Testing
7. _______ are offered free, or at a reduced price, with the purchase of another item.
A.
B.
C.
D.
Coupons
Premiums
Sweepstakes
Rebate
8. Sharing of advertising expenses between national and local merchants is?
A.
B.
C.
D.
Off-Invoice allowance
Bill-back allowances
Cooperative advertising
Merchandise allowances
9. Advertising that involves airplanes pulling signs or banners, as well as skywriting and blimps.
A.
B.
C.
D.
Transit advertising
Out of home media
Aerial advertising
Mobile sampling
10. Guerrilla marketing can be defined as
A. Events where several related products from many manufacturers are displayed and demonstrated to
members of the trade
B. Edgy, inexpensive promotional initiatives executed in major urban markets.
C. Repeating an advertising message in excessive volume.
D. Including animals in promotional messages to make the message more appealing.
Answers:
1. C
2. B
3. D
4. B
5. A
6. C
7. B
8. C
9. C
10. B
Chapter 11 Quiz
1. Sales promotions use incentives to motivate action by doing all of the following, except:
a. Adding more members of trade channel
b. Advertisements
c. Consumers
d. Business buyers
2. Which of the following are consumer-market sales objectives:
a. Introducing a new brand
b. Stimulating repeat processes
c. Stimulate trial purchases
d. All of the above
3. ___________ is the innovative technology that create a perception of greater brand
value among consumers or distributors?
a. Trade-market sales promotion
b. Consumer-market sales promotion
c. Sales promotion
d. None of the above
4. Which of these is not a technique of sampling?
a. In-store
b. Mail
c. Trial offers
d. Mobile sampling
5. ___________ is a money back offering requiring a buyer to mail in a form requesting the
money back from the manufacturer.
a. Rebate
b. Push money
c. Sweepstakes
d. Packaging
6. Which of the following is a technique for consumer market sales promotion
a. Coupons
b. Gift cards
c. Sweepstakes
d. All of the above
7. Which is an objective of trade market sales promotion?
a. Encroach only one time buyers
b. Increasing traffic
c. Keeping orders small
d. Keep distance from customer bases
8. Which is a form of allowance?
a. Weekly
b. Cooperate
c. Slotting fees
d. Customer
9. Risks of sales promotion include all except:
a. Borrowing from future sales
b. Time and expense
c. Legal considerations
d. Raising brand image
10. How long is a short term promotion display shown?
a. 1 week or less
b. 6 months or less
c. 1 year or less
d. 5 years or less
Answers
1. B
2. D
3. C
4. C
5. A
6. D
7. B
8. C
9. D
10. B