Question 1

Coupons are the premier sales-promotion device for generating trial usage.

Accepted Answer

A) True 
 B)False

Question 2

Sampling to college students at the beginning of a new school year or to new parents in hospital maternity wards are examples of _____ sampling.

Accepted Answer

A)   high-traffic location
B)   brand-image
C)   life-cycle
D)   change-point
E)   hedonicF) A) and C)
G) A) and B)

Question 3

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.

Accepted Answer

A)   targeted sampling
B)   exclusive sampling
C)   creative distribution methods
D)   mass distribution
E)   demand samplingF) D) and E)
G) None of the above

Question 4

While samples offer consumers an immediate reward,all types of coupons merely offer delayed rewards.

Accepted Answer

A) True 
 B)False

Question 5

The most frequent form of sampling is _____.

Accepted Answer

A)   in-store
B)   in-pack
C)   door-to-door
D)   direct mail
E)   on-packF) B) and D)
G) A) and D)

Question 6

The second step for calculating the return on investment for a sampling is _____.

Accepted Answer

A)   defining objectives
B)   determining the total cost for the sampling
C)   calculating the number of converters needed for the sampling program to break even
D)   conducting a competitive analysis
E)   calculating the profit per unitF) A) and E)
G) A) and D)

Question 7

Which type of coupons are peelable from the package and are designed to be removed by the consumer and redeemed at checkout along with a purchase of the couponed brand?

Accepted Answer

A)   instantly redeemable coupons
B)   shelf-delivered coupons
C)   scanner-delivered coupons
D)   FSI coupons
E)   online couponsF) A) and D)
G) A) and C)

Question 8

Duke's mayonnaise,a regional brand,just recently began distributing scanner-delivered coupons.Which of the following is true regarding this delivery mode in this instance?

Accepted Answer

A)   A consumer would get a Duke's mayonnaise coupon from a shelf location.
B)   Any consumer who purchased Duke's mayonnaise would automatically receive a coupon for that brand at the checkout counter that is to be used at a later date.
C)   A consumer who purchased Kraft's Mayonnaise, a competitive brand, would automatically receive a coupon for Duke's mayonnaise at the checkout counter that can be used on a future purchase of Duke's mayonnaise.
D)   The redemption rate for coupons distributed this way would be about the same as that for media-delivered coupons.
E)   A consumer who purchased Duke's mayonnaise would automatically receive a coupon for that brand at the checkout counter that can be used on that purchase at that time.F) B) and D)
G) A) and E)

Question 9

The first step in calculating the return on investment for a sampling investment is to calculate the total cost of sampling.

Accepted Answer

A) True 
 B)False

Question 10

Critics of couponing claim that coupons are wasteful and may actually increase prices of consumer goods.

Accepted Answer

A) True 
 B)False

Question 11

A problem with in- or on-package sampling is that it _____.

Accepted Answer

A)   does not reach the best potential customers
B)   is more expensive than other sampling methods
C)   excludes consumers who do not buy the carrying brand
D)   is not liked by most retailers
E)   has the lowest retrial rateF) D) and E)
G) All of the above

Question 12

Which of the following is a step in calculating the ROI for a sampling investment?

Accepted Answer

A)   define the objectives
B)   review the category
C)   calculate the profit per unit
D)   calculate the price elasticity
E)   calculate the volume necessary to breakevenF) C) and E)
G) B) and C)

Question 13

The first step for calculating the return on investment for a sampling is _____.

Accepted Answer

A)   defining objectives
B)   determining the total cost for the sampling
C)   calculating the number of converters needed for the sampling program to break even
D)   conducting a competitive analysis
E)   calculating the profit per unitF) D) and E)
G) A) and E)

Question 14

Whereas sales promotion makes consumers aware of your brand and promotes a positive image,advertising serves to consummate the transaction.

Accepted Answer

A) True 
 B)False

Question 15

Sampling should be used when a new or improved brand is demonstrably superior to other brands.

Accepted Answer

A) True 
 B)False

Question 16

A package coupon has _____ because an initial purchase may stimulate another purchase.

Accepted Answer

A)   repeat value
B)   dual value
C)   bounce-back value
D)   cross value
E)   come-back valueF) A) and B)
G) A) and D)

Question 17

Retailers redeem coupons by sending them to _____.

Accepted Answer

A)   a clearing house
B)   the manufacturers
C)   the Food and Drug Administration
D)   the Federal Trade Commission
E)   Information Resources Inc.F) A) and C)
G) B) and C)

Question 18

Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the shelf that allowed him to get a coupon for a specific brand of cereal.Which type of point-of-purchase coupon is this?

Accepted Answer

A)   instantly redeemable coupon
B)   shelf-delivered coupon
C)   scanner-delivered coupon
D)   remotely-delivered coupon
E)   on-site delivered couponF) B) and E)
G) A) and D)

Question 19

Brand managers may hire specialized _____ to perform sales promotion functions.

Accepted Answer

A)   advertising agencies
B)   boutique communication firms
C)   public relations firms
D)   promotion agencies
E)   research firmsF) D) and E)
G) A) and D)

Question 20

Trina purchased a new brand of high-fiber cereal and noticed that there was a coupon printed on the back of the package worth 2 dollars off of her next purchase of this brand.What type of coupon is this?

Accepted Answer

A)   in-pack coupon
B)   on-pack coupon
C)   crossruff coupon
D)   bounce-back coupon
E)   buy-again couponF) A) and C)
G) A) and B)

Exam 19: Consumer Sales Promotion: Sampling and Couponing

The first step for calculating the return on investment for a sampling is _____.

Correct AnswerverifiedShow Answer

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom.The hair product company was using _____.

Correct AnswerverifiedShow Answer

The most frequent form of sampling is _____.

Correct AnswerverifiedShow Answer

Sampling should be used when a new or improved brand is demonstrably superior to other brands.

Correct AnswerverifiedShow Answer

Brand managers may hire specialized _____ to perform sales promotion functions.

Correct AnswerverifiedShow Answer

Sampling to college students at the beginning of a new school year or to new parents in hospital maternity wards are examples of _____ sampling.

Correct AnswerverifiedShow Answer

The first step in calculating the return on investment for a sampling investment is to calculate the total cost of sampling.

Correct AnswerverifiedShow Answer

Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the shelf that allowed him to get a coupon for a specific brand of cereal.Which type of point-of-purchase coupon is this?

Correct AnswerverifiedShow Answer

Retailers redeem coupons by sending them to _____.

Correct AnswerverifiedShow Answer

Critics of couponing claim that coupons are wasteful and may actually increase prices of consumer goods.

Correct AnswerverifiedShow Answer

Which type of coupons are peelable from the package and are designed to be removed by the consumer and redeemed at checkout along with a purchase of the couponed brand?

Correct AnswerverifiedShow Answer

Which of the following is a step in calculating the ROI for a sampling investment?

Correct AnswerverifiedShow Answer

A package coupon has _____ because an initial purchase may stimulate another purchase.

Correct AnswerverifiedShow Answer

While samples offer consumers an immediate reward,all types of coupons merely offer delayed rewards.

Correct AnswerverifiedShow Answer

Coupons are the premier sales-promotion device for generating trial usage.

Correct AnswerverifiedShow Answer

Trina purchased a new brand of high-fiber cereal and noticed that there was a coupon printed on the back of the package worth 2 dollars off of her next purchase of this brand.What type of coupon is this?

Correct AnswerverifiedShow Answer

The second step for calculating the return on investment for a sampling is _____.

Correct AnswerverifiedShow Answer

Duke's mayonnaise,a regional brand,just recently began distributing scanner-delivered coupons.Which of the following is true regarding this delivery mode in this instance?

Correct AnswerverifiedShow Answer

Whereas sales promotion makes consumers aware of your brand and promotes a positive image,advertising serves to consummate the transaction.

Correct AnswerverifiedShow Answer

A problem with in- or on-package sampling is that it _____.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified