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