Promotions Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 17 -
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Transcript of Promotions Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 17 -
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PromotionsPromotions
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 1Chapter 17 -
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_____ increases the value of a product or brand by offering an
incentive to buy it.
1. Sales promotion
2. Brand enhancement
3. Product placement
4. Brand endorsement
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 2Chapter 17 -
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_____ increases the value of a product or brand by offering an
incentive to buy it.
1. Sales promotion
2. Brand enhancement
3. Product placement
4. Brand endorsement
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 3Chapter 17 -
A marketer can use sales promotion to increase the value of his product or brand by offering an extra incentive to buy it.
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Marketers use _____ to compare estimated
results with projected costs of a promotion.
1. data mining
2. enumeration
3. payout planning
4. promotional metrics
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 4
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Marketers use _____ to compare estimated
results with projected costs of a promotion.
1. data mining
2. enumeration
3. payout planning
4. promotional metrics
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 5
Payout planning helps marketers to determine the return on investment (ROI). It compares the estimated results with the projected costs of a promotional effort.
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When compared to advertising, promotions offer which of the
following advantages?
1. They provide quicker results.
2. The results are easier to evaluate.
3. Computing a return on investment is easier.
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 6
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When compared to advertising, promotions offer which of the
following advantages?
1. They provide quicker results.
2. The results are easier to evaluate.
3. Computing a return on investment is easier.
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 7
As opposed to advertising, sales promotions deliver quicker results. Those results are easier to evaluate; therefore, it is easier to compute a return on investment.
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From a consumer’s point of view, sales promotions _____.
1. do not affect the decision to purchase
2. detract from the overall value of a product
3. reduce risks associated with buying a product
4. None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 8
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From a consumer’s point of view, sales promotions _____.
1. do not affect the decision to purchase
2. detract from the overall value of a product
3. reduce risks associated with buying a product
4. None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 9
Sales promotions reduce a consumer’s risk of purchasing by offering something of added value (e.g., a coupon, rebate, or discounted price).
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As consumer promotions, common “price deals” include _____.
1. bonus packs
2. sponsorships
3. trade support
4. cross promotions
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 10
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1. bonus packs
2. sponsorships
3. trade support
4. cross promotions
As consumer promotions, common “price deals” include _____.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 11
The four common price deals include cents-off deals, prize-pack deals, bonus packs, and banded packs.
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Use of the Internet as a promotional medium for _____ has
increased.
1. distributing discount coupons
2. sampling of products and services
3. attracting people to sweepstakes and games
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 12
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Use of the Internet as a promotional medium for _____ has
increased.
1. distributing discount coupons
2. sampling of products and services
3. attracting people to sweepstakes and games
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 13
The Internet is useful for inviting participation in games and sweepstakes, distributing discount coupons, and sampling.
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The most common types of trade promotion tools do not include
_____.
1. product sampling
2. retailer (dealer) kits
3. trade incentives and deals
4. point-of-purchase promotions
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 14
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The most common types of trade promotion tools do not include
_____.
1. product sampling
2. retailer (dealer) kits
3. trade incentives and deals
4. point-of-purchase promotions
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 15
Typical trade promotion tools include retailer (dealer kits), trade incentives and deals, point-of-purchase promotions, contests, and trade shows and exhibits.
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_____ targets trade promotions at the members of distribution
channels.
1. Trade marketing
2. Channel marketing
3. Distributed marketing
4. Stock-in-trade marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 16
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_____ targets trade promotions at the members of distribution
channels.
1. Trade marketing
2. Channel marketing
3. Distributed marketing
4. Stock-in-trade marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 17
Trade promotions are usually directed at distribution channel members, a practice that is called channel marketing.
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Consumer and trade promotions interact through _____.
1. intense competition for in-store shelf space
2. disparaging rival brands and local vendors
3. complementing push-and-pull strategies
4. None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 18
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Consumer and trade promotions interact through _____.
1. intense competition for in-store shelf space
2. disparaging rival brands and local vendors
3. complementing push-and-pull strategies
4. None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 19
Customers who want a product will ask for it at local retailers (pull-strategy). Trade promotions can motivate local retailers to carry the product (push-strategy).
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The term _____ describes the practice
of linking a brand to an event.
1. brand blending
2. event marketing
3. ambient marketing
4. product partnering
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 20
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The term _____ describes the practice
of linking a brand to an event.
1. brand blending
2. event marketing
3. ambient marketing
4. product partnering
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 21
Event marketing involves building a product’s marketing program around a sponsored event.
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_____ enables a brand to undermine a competitor that is
sponsoring an event.
1. Guerilla marketing
2. Stealth marketing
3. Ambush marketing
4. Subliminal marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 22
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_____ enables a brand to undermine a competitor that is
sponsoring an event.
1. Guerilla marketing
2. Stealth marketing
3. Ambush marketing
4. Subliminal marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 23
Ambush marketing involves promotional stunts at events by companies that are not official sponsors, thus undermining the presence of a competitor that is sponsoring the event.
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Marketers use _____ to increase the retention of customers.
1. payout planning
2. loyalty programs
3. bulls-eye marketing
4. courtesy marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 24
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Marketers use _____ to increase the retention of customers.
1. payout planning
2. loyalty programs
3. bulls-eye marketing
4. courtesy marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 25
Loyalty programs (also known as continuity or frequency programs) keep and reward customers for their continued patronage.
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Typical partnership promotion programs include all of the
following except _____.
1. licensing
2. co-marketing
3. co-branding
4. sponsorships
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 26
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1. licensing
2. co-marketing
3. co-branding
4. sponsorships
Typical partnership promotion programs include all of the
following except _____.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 27
Typical partnership promotional programs include licensing, co-branding, co-marketing, and tie-in or cross promotion.
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When compared to promotions, the use of advertising _____.
1. creates immediate action
2. creates a brand image over time
3. contributes greatly to short-term profitability
4. adds tangible value to products or services
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 28
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When compared to promotions, the use of advertising _____.
1. creates immediate action
2. creates a brand image over time
3. contributes greatly to short-term profitability
4. adds tangible value to products or services
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 29
Advertising creates a brand image over time. It also relies on emotional appeals, adds intangible value to products or services, and contributes moderately to short-term profits.
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_____ is the primary measure of the effectiveness of sales
promotions.
1. Online buzz
2. Sales volume
3. Response rate
4. Redemption rate
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 30
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_____ is the primary measure of the effectiveness of sales
promotions.
1. Online buzz
2. Sales volume
3. Response rate
4. Redemption rate
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 17 - 31
Because promotions are focused on action, sales volume is the primary measure of their effectiveness.