chapter 14 test review

True/False: Intercompany tie-ins involve two or more similar products within the same company.

false

True/False: Slotting fees are supported by manufactures, but opposed by retailers and other channel members.

false

True/False: The primary method used to distribute coupons is through free standing inserts.

false

True/False: Branded media is a movie or television show that contains a brand name or logo with the storyline and intersects the brand's mission or current advertising campaign.

true

True/False: Coupons are a type of consumer promotion that offers customers some type of price reduction for making multiple purchases.

true

True/False: In recent years, firms have shifted more of their communication budgets from advertising to trade and consumer promotions.

true

True/False: Once a person joins a loyalty or frequency program, he or she tends to spend more with that company.

true

True/False: The disadvantage of using price-offs is that, if they are used too frequently, consumers come to expect the price reduction and are not willing to pay the full price.

true

True/False: The first and perhaps the most popular frequency program is the frequent-flier program used by various airlines.

true

True/False: Trade promotions can be targeted toward retailers, wholesalers, distributors, brokers, or agents.

true

True/False: Trade promotions refer to offers made to businesses, while consumer promotions refer to offers made to consumers.

true

True/False: While coupons appeal to price-conscious consumers, contests and sweepstakes appeal to individuals who enjoy high levels of excitement and stimulation.

true

Within the retail environment, the first task a product ___________ has to accomplish is to attract the shopper's attention.

packaging

The consumer promotion that offers consumers some type of discount for purchasing multiple items is a __________ ________.

bonus packs

Coca-Cola offers to pay the producers of a movie to have their product used by an actress in the movie. This is an example of _________ ___________.

branded media

_________ ____________ refer to offers made to end-users and consumers.

consumer promotions

The consumer promotion that offers consumers an opportunity to win free merchandise or prizes is a ____________ or ________________.

contests or sweepstakes

________________ ________________ programs are arrangements whereby manufacturers agree to reimburse retailers or other channel members for a portion of their advertising costs for featuring the manufacturer's brand in an ad.

cooperative advertising

A consumer promotion that offers consumers some type of reduced price is a _________.

coupons

Coupons that are issued electronically, through the Internet or mobile phone, are called _________ coupons.

e

Most consumer promotion programs focus on boosting sales immediately. Few focus on developing brand loyalty and enhancing brand equity, which are the goals of __________ ___________.

frequency programs

A consumer promotion that offers consumers some type of free merchandise for making a purchase is a __________.

premimums

The __________ ____________ department is responsible for overseeing communications with employees, stockholders, and customers.

public relations

A consumer promotion that provides cash reimbursement to a customer for the purchase of a product is a _________ or ___________.

refunds or rebates

Coupons that are issued upon the request of consumers are called __________-_________ coupons.

response-offer

Trace allowances, vendor support programs, and trade shows are all examples of __________ _____________.

trade promotions

The goal of ____________ is to encourage free initial trial usage of a product.

sampling

Coupons issued at the cash register during checkout are called _________-_____________ coupons.

scanner-delievered

__________ ________ are funds paid to retailers to stock a new product.

slotting fees

In terms of sponsorships, the highest percentage (69.6%) is for _______.

sports

A consumer promotion involving two or more goods or services within the same promotional offer is called _____-_____.

tie-ins