Chapter Five and Six

1. Coupons, bonus packs, premiums and samples are promotional offers that are targeted
toward:
A. Consumers B. Retailers C. wholesalers D. salespeople E. all of the above
2. Consumer-oriented sales promotions are part of a promotional ______ strategy.
A. EDLP B. Pull C. trade D. Premium E. Push
3. All of the following are examples of trade-oriented sales promotion activities EXCEPT:
A. Off-Invoice Allowances B. Promotional Allowances
C. Point-Of-Purchase Displays D. Trade Shows E. Coupons

4. All of the following are examples of consumer-oriented sales promotion activities

EXCEPT:
A. samples B. coupons C. refunds/rebates D. trade show

5. Among major packaged goods companies, the greatest percentage of the promotional
budget is allocated to:
A. media advertising B. consumer promotions C. trade promotions D. direct marketing

6. Among major packaged goods companies, spending on _____ has remained relatively
constant over the past decade.
A. trade promotion B. consumer promotion C. media advertising D. direct mail

7. The sales promotion tool that critics contend is most guilty of detracting from brand equity
and at the same time being detrimental to a brand franchise is:
A. Sweepstakes B. Contests C. Frequent patronage programs D. Trade promotions
8. Which of the following is a reasonable objective for consumer-oriented sales promotions?
A. To obtain trial of a new brand B. to encourage repurchase of a brand
C. To increase consumption of an established brand D. All of the above

9. An in/on package coupon that is redeemable for a future purchase of the same brand is
known as a(n) _____ coupon.
A. cross-ruff B. bounce-back C. instant D. cross sell E. same purchase

10. A(n) _____ is an offer of an item of merchandise or service either free or at a reduced price
that is used to provide an extra incentive to purchase.
A. Coupon B. Sample C. Premium D. Rebate E. Off-price deal
11. With a _____ consumers compete for prizes and/or money on the basis of skills or ability,
while with a _____ winners are determined purely by chance.
A. Sweepstakes; Contest B. Contest; Sweepstakes
C. contest; event sponsorship D. sweepstakes; event sponsorship
12. As a sales promotion, _____ has the advantage of offering a price incentive to the
consumer, which may or may not be utilized, depending upon how the consumer acts after
the purchase.
A. a sweepstakes or contest B. a premium C. diverting D. a rebate

13. When reductions from the regular price of a product are offered at the point-of- purchase
through specially marked packages, a marketer is using a:
A. bonus pack B. rebate C. refund offer D. Price-off deal
14. Coors Light beer's heavy financial involvement with and support of freestyle skiing
competitions, beach volleyball tournaments, and other sporting events are examples of:
A. Premiums
B. Trade Shows
C. Exhibitions
D. Event Marketing
15. Coors Light beer's heavy financial involvement with and support of freestyle skiing
competitions, beach volleyball tournaments, and other sporting events are examples of:
A. Premiums B. Trade Shows C. Exhibitions D. Event Marketing
16. All of the following are reasonable objectives for trade-oriented sales promotions
EXCEPT:
A. to obtain distribution and support for new products
B. to maintain trade support for established brands
C. to encourage the trade to display and support established brands
D. to differentiate a brand through image enhancement
17. Which of the following is a viable objective for a trade-oriented sales promotion?
A. to obtain distribution and support for new products
B. to maintain retailer support for established brands
C. to encourage retailers to display and promote established brands
D. to do all of the above
18. Which of the following promotions is targeted toward the trade rather than consumers?
A. Spiffs B. Coupons C. Premiums and Sweepstakes D. Bonus Packs
19. A discount or deal offered to a retailer or wholesaler to encourage them to stock, promote
or display a manufacturer's product is known as:
A. cooperative advertising B. merchandising support C. a trade allowance D. a spiff
20. _______is an exhibition or forum where manufacturers can display their products to
current and perspective buyers.
A. A planogram B. A trade layout C. Cooperative advertising D. A trade show
21. What is the difference between the term ‘customer’ and the term ‘consumer’?
A. There is no difference.
B. The term consumer refers only to people who buy food and drink products.
C. Customers buy products but it is consumers who use them.
D. Customers make organisational rather than personal purchases.
E. Consumers buy products on behalf of customers.
22. The best promotional tool in any marketing is ________.
A. Word-of-mouth Publicity
B. Push Promotion
C. Self-liquidating Promotion
D. Dealers Promotion Method
23. A producer announced that on purchase of a particular product, another product will be
provided at less rate is _________.
A. Discount C. Cheap bargain
B. Quantity gift D. Promotion mix
24. Advertisement aims at _________.
A. Product selling C. Customer relations
B. Marketing D. Mass communications

25. _________ is irregular in nature.

A. Promotion mix C. Trade promotion
B. Sales promotion D. Discount coupon

26. Copy testing is also known as__________.

A. Pre-testing C. Concurrent testing
B. Copywriting D. Preview

27. The basic objective of the push strategy is to encourage the _________.
A. Consumer C. Producer
B. Middlemen D. Public

28. It is difficult to evaluate the impact of advertising message as there is no immediate and
accurate ________
A. Legal Environment C. Convenient Purchasing
B. Feedback Mechanism D. Marketing Mix
29. A particular growing of customers assigned to a salesman for his sales activity is called
A. Marketing Territory C. Advertisement Territory
B. Sales Territory D. Promotion Territory

30. ________ is a promotion strategy that calls for using the sales force and trade promotion
to move the product through channels.
A. Push Strategy C. Blocking Strategy
B. Pull Strategy D. Integrated Strategy

31. Levels of differentiation, market share, product lifecycle stage, correlating promotional
spending and brand sales are part of ________in advertising.
A. Objective of advertising C. Evaluation of advertising
B. Models of advertising D. Developing strategy