1 Sales promotion tools can accomplish several objectives. For example, when a firm wants to make a push to ____, these tools can reduce the consumer’s risk of trying something new.
change the IBP
stimulate repeat purchases
combat competitors’ strategies
stimulate trial purchases
2 A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it. The little boy’s new toy is an example of a
self-liquidating premium.
sampling technique.
free premium.
trial offer.
3 The promotion launched by Healthy Choice, Fresh Mixers Working Lunch, is the perfect example of
event sponsorship.
branded entertainment.
product placement.
traditional media.
4 The “brave new world” of IBP refers to the
new tools and practices now used in the marketing of brands.
risks taken by today’s marketers in reaching cynical and alienated consumers.
lack of monetary restrictions on the latest advertising methods.
decline of advertising in favor of sponsored events.
5 In the world of marketing and advertising, what is event sponsorship?
providing financial support for an event while displaying the brand name, logo, or ad message on-site
funding a charitable event in an anonymous way in order to promote the social good
buying signage in venues where special events are held
embedding the brand name within public events in a subtle way
6 The success of Prilosec OTC in its sponsorship of the Bunco World Championship illustrates a company that reached the ideal goal in marketing, that is,
having a branded experience.
identifying the consumer.
building brand loyalty.
selling the product.
7 A peanut supplier is new to sponsorship and wants to get an outside opinion on the advantages of signage in baseball stadiums. Which company gives advertisers a read on the impact of various signs at various sporting venues?
Forrester Research
Starcom MediaVest Group
Nielsen Media Research
Commercial Alert
8 The broad concept of ____ is interactive in that the marketer attempts to develop an ongoing dialogue with the customer, based on the idea that one contact will lead to another, and then another, so the message is continually refined.
direct mail
direct marketing
sales promotion
database marketing
9 Direct marketing pioneer L.L. Bean has always been a relationship builder. What insight did L.L. Bean have from the beginning regarding the use of direct marketing?
Word-of-mouth advertising is the best way to build a marketing base.
Long-term customer relationships must be based on trust.
Closing the sale comes first and commitment to customer satisfaction comes second.
Customers are willing to pay for catalogs if given the proper incentive.
10 You are a marketing manager for a company that packages vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives is integration. This is because if you integrate these programs,
you will cut the cost of communicating with audiences. they will be easier to measure for their results.
they will be easier to measure for their results.
they will be more effective than the sum of their parts.
you will eliminate the need to tailor specific messages to specific audiences.
