Transcript Moriarty_8e_CRS_16

Chapter Sixteen
Sales Promotion, Events, and
Sponsorships
Sales promotion can be defined as:
a)
b)
c)
d)
When a salesperson calls on the customer
directly to offer a discount
When a marketer increases the value of its
product by offering an extra incentive to
purchase a brand
When the sales of a product occurs only
online
When all advertising spending occurs on
television
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Sales promotion can be defined as:
a)
b)
c)
d)
When a salesperson calls on the customer
directly to offer a discount
When a marketer increases the value of its
product by offering an extra incentive to
purchase a brand
When the sales of a product occurs only
online
When all advertising spending occurs on
television
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16-3
Advertising differs from sales
promotion in that:
a)
b)
c)
d)
Advertising creates a brand image over time,
sales promotion creates immediate action
Advertising contributes greatly to short-term
profitability while sales promotion contributes
only moderately
Advertising is designed to grow product sales
while sales promotion relies on advertising
Advertising relies on salespeople while sales
promotion relies on the trade
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Advertising differs from sales
promotion in that:
a)
b)
c)
d)
Advertising creates a brand image over time,
sales promotion creates immediate action
Advertising contributes greatly to short-term
profitability while sales promotion contributes
only moderately
Advertising is designed to grow product sales
while sales promotion relies on advertising
Advertising relies on salespeople while sales
promotion relies on the trade
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Sales promotion is primarily designed
to motivate people to act by building
brand awareness.
a)
True
b)
False
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Sales promotion is primarily designed
to motivate people to act by building
brand awareness.
a)
True
b)
False
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Can sales promotion reduce the risk
of trying a new product by adding
value to it?
a)
Yes
b)
No
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16-8
Can sales promotion reduce the risk
of trying a new product by adding
value to it?
a)
Yes
b)
No
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Price deals are the type of
consumer sales promotion that:
a)
b)
c)
d)
Create excitement by promising something for
nothing and offering impressive prizes
Offer a temporary price reduction or sale price
Represent tangible rewards for a particular act
Allow the consumer to try the product or
service
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16-10
Price deals are the type of
consumer sales promotion that:
a)
b)
c)
d)
Create excitement by promising something for
nothing and offering impressive prizes
Offer a temporary price reduction or sale price
Represent tangible rewards for a particular act
Allow the consumer to try the product or
service
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16-11
Consumer promotions can be useful
during all phases of a brand’s life.
a)
True
b)
False
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Consumer promotions can be useful
during all phases of a brand’s life.
a)
True
b)
False
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If you were interested in creating
a reminder for your brand, could
consumer promotions be a wise choice?
a)
Yes
b)
No
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If you were interested in creating
a reminder for your brand, could
consumer promotions be a wise choice?
a)
Yes
b)
No
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16-15
Consumer promotions are different
from trade promotions in that they:
a)
b)
c)
d)
Claim the greatest percentage of the
promotion budget
Are directed at the intermediary buyer
Are directed at the ultimate user of a
good or service
Offer less variety and flexibility
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Consumer promotions are different
from trade promotions in that they:
a)
b)
c)
d)
Claim the greatest percentage of the
promotion budget
Are directed at the intermediary buyer
Are directed at the ultimate user of a
good or service
Offer less variety and flexibility
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16-17
Trade promotions for wholesalers
and retailers are important in all
of the following ways except:
a)
b)
c)
d)
They provide trade information about the
new product and its selling points
They motivate retailers to provide shelf
space for products and consumer
promotions
They stimulate Internet sales through the
marketing channel
They motivate resellers to engage in
certain sales activities
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16-18
Trade promotions for wholesalers
and retailers are important in all
of the following ways except:
a)
b)
c)
d)
They provide trade information about the
new product and its selling points
They motivate retailers to provide shelf
space for products and consumer
promotions
They stimulate Internet sales through the
marketing channel
They motivate resellers to engage in
certain sales activities
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16-19
Consumer sales promotions and
trade promotions are the only two
types of promotions one can use.
a)
True
b)
False
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Consumer sales promotions and
trade promotions are the only two
types of promotions one can use.
a)
True
b)
False
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If you wanted to detract attention
from a major sponsor at an event,
could ambush marketing be wise?
a)
Yes
b)
No
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If you wanted to detract attention
from a major sponsor at an event,
could ambush marketing be wise?
a)
Yes
b)
No
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How can advertisers best utilize
the Internet for sales promotion
programs?
a)
b)
c)
d)
Sampling and sweepstakes
Driving consumers to print media
Price deals and coupons
Both a and c
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How can advertisers best utilize
the Internet for sales promotion
programs?
a)
b)
c)
d)
Sampling and sweepstakes
Driving consumers to print media
Price deals and coupons
Both a and c
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It is possible that sales promotion can
negate the efforts that advertisers
expend in brand building.
a)
True
b)
False
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It is possible that sales promotion can
negate the efforts that advertisers
expend in brand building.
a)
True
b)
False
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Should advertising and promotion
work separately, each with a separate
plan?
a)
Yes
b)
No
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Should advertising and promotion
work separately, each with a separate
plan?
a)
Yes
b)
No
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Which of the following would not
be effective as a tool to measure
promotion effectiveness?
a)
b)
c)
d)
Consumers calling the company
Sending back a card
Coupon redemption rates
All of the above are effective tools
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16-30
Which of the following would not
be effective as a tool to measure
promotion effectiveness?
a)
b)
c)
d)
Consumers calling the company
Sending back a card
Coupon redemption rates
All of the above are effective tools
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