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(Answers are shown after each question)
Sales promotion is the use of techniques that create a perception of greater brand value amongÂ
consumers, the trade, and business buyers, but the techniques can't entail an incentive.
a. True
b. False
False
The complex and information-rich tools of IBP can help create brand loyalty and competitive advantage.
a. True
b. False
True
One advantage of sales promotions is that the results are simple to measure.
a. True
b. False
True
Sales promotion can break through the media clutter.
a. True
b. False
True
Historically, more money has been budgeted for sales promotion than for advertising.
a. True
b. False
False
Sales promotion can attract attention and motivate trial purchase, but is not allowed for introducingÂ
new brands to the public.
a. True
b. False
False
Marketers must select only one sales promotion technique aimed at consumers, such as coupons, priceoff deals, premiums, contests and sweepstakes, samples and trial offers, phone and gift cards, rebates,Â
and frequency programs.
a. True
b. False
False
Coupons are the oldest and most widely used form of sales promotion.
a. True
b. False
True
A dentist offers a deal in which customers who have had two teeth whitening services over the last yearÂ
get the third one free. This is an example of a sampling program to stimulate repeat purchases.
a. True
b. False
False
One advantage of using sweepstakes and contests is that they can quickly and easily communicate theÂ
brand message through the game.
a. True
b. False
False
A manufacturer of dental care products sets up a new promotion by attaching one of its toothbrushes toÂ
its boxes of toothpaste. This is an example of a mobile sampling technique.
a. True
b. False
False
Retailers often run trade promotions simultaneously along with consumer promotions.
a. True
b. False
True
One objective for promotions in the trade channel is to increase store traffic, which benefits bothÂ
manufacturers and retailers.
a. True
b. False
True
The fight for space on grocers' shelves has become very competitive, so manufacturers will do anythingÂ
to get stores to stock their items—except paying a fee, which is illegal.
a. True
b. False
False
A manufacturer helps a retailer by sharing the cost of local advertising. This allows the manufacturer toÂ
have some control over the process, and the retailer to advertise for a lower cost. They are taking part inÂ
a form of business-market sales promotion.
a. True
b. False
False
It is estimated that almost one-fourth of corporate America gives rebates as a type of business-marketÂ
promotional technique.
a. True
b. False
False
The advantage that sales promotions have over advertising is that they are measurable and they canÂ
often motivate consumers to buy larger quantities or try new brands.
a. True
b. False
True
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