Question

1. Increasingly, in-store demonstrators giving samples are also:

   	a.	providing comedy routines.
   	b.	explaining the difference to customers between their sales promotions and advertising objectives.
   	c.	handing out coupons along with the sample.
   	d.	telling the consumer the history of the brand.

2 points   

QUESTION 2

1. A benefit with mail sampling is that ____________.

   	a.	it works best with heavy goods
   	b.	certain zip-codes can be targeted
   	c.	it can be sent with push money to consumers
   	d.	it gives consumers off-invoice allowances

2 points   

QUESTION 3

1. A retailer is trying to target the “precision shopper,” who expects extra value in every single purchase. Which of the following promotional techniques would best increase the value of a brand in a customer's mind?

   	a.	Bill-back allowances
   	b.	Off-invoice allowance
   	c.	Coupons
   	d.	Push money

2 points   

QUESTION 4

1. (Scenari o 15-4) General Mills’ salespeople handle and monitor a number of promotions for its cereals. Which of the following involves Point-of-Purchase advertising?

   	a.	A free granola bar attached to each cereal box
   	b.	A small box of cereal delivered with the daily newspaper
   	c.	A scratch-off card to win a mountain bike inserted in each box
   	d.	A large display of cereal boxes at the end of the grocery aisle

2 points   

QUESTION 5

1. Whic h of the following are the two broad categories of Point-of-Purchase materials?

   	a.	In-store merchandising formats and out-of-store promotional formats
   	b.	Push messages and pull messages
   	c.	Short-term promotional displays and long-term permanent displays
   	d.	In-house displays and out-of-the-house displays

2 points   

QUESTION 6

1. A manufacturer devises a program to encourage members of the trade to purchase its brand. It offers salespeople an extra $100 for selling one of its refrigerators, $75 for selling one of its ovens, and $50 for selling one of its dishwashers. Which of the following promotional concepts for the trade channel does this involve?

   	a.	Slotting fee
   	b.	Merchandise allowance
   	c.	Push money
   	d.	Rebates

2 points   

QUESTION 7

1. A VP of marketing want s to look at all possible forms of business-market promotions to gain and maintain lucrative customers. He meets with associates, and they review the five main areas of promotion techniques aimed at business buyers. They are:

   	a.	incentives, allowances, training programs, cooperative advertising, and sampling.
   	b.	premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising.
   	c.	trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs.
   	d.	merchandise allowances, cash allowances, trade shows, training programs, and incentives.

2 points   

QUESTION 8

1. Th e name support media denotes that they:

   	a.	must be supported or upheld by physical structures.
   	b.	are supported and financed solely by business-market expenditures.
   	c.	support and enhance P-O-P within the retail environment.
   	d.	reinforce or support a message delivered by other media.

2 points   

QUESTION 9

1. Sale s promotion techniques act as an incentive to purchase the brand featuring a promotion, even if another brand:

   	a.	offers more variety.
   	b.	offers more benefits.
   	c.	has a lower basic price.
   	d.	has more market share.

2 points   

QUESTION 10

1. A n objective of consumer-market sales promotion is to:

   	a.	lower the economies of scale.
   	b.	stimulate trial purchases.
   	c.	encourage smaller purchases.
   	d.	stimulate the inelasticity of supply of a product.

2 points   

Answer 1

Q1. Option d. Along with the samples, the brand too gets advertised

Q2. Option b. Can reach target audience quickly at low cost

Q3. Option c. As it would make the shopper to shop more

Q4. Option d. would help to reach customers more effectively

Q5. Option c

Q6. Option c

Q7. Option b

Q8. Option d

Q9. Option c

Q10. Option a