Question 1

Programs in which a service distributes coupons for a single company's multiple brands or brands from multiple companies are known as _____.

Accepted Answer

A)   co-marketing coupon programs
B)   synergistic coupon programs
C)   complementary coupon programs
D)   cooperative coupon programs
E)   multiple coupon programsF) A) and B)
G) None of the above

Question 2

All promotion techniques provide consumers with rewards.

Accepted Answer

A) True 
 B)False

Question 3

Explain how to calculate the return on investment for a sampling investment.

Accepted Answer

Table 19.2 gives the steps for calculati...

Question 4

Researchers have found that higher-value coupons signal higher prices to consumers.This is especially true when consumers are _____.

Accepted Answer

A)   current brand users
B)   in difficult economic times
C)   price-conscious shoppers
D)   shopping for durable goods
E)   unfamiliar with a brandF) B) and E)
G) All of the above

Question 5

In-store is the least used form of sampling.

Accepted Answer

A) True 
 B)False

Question 6

Consumer promotions are capable of achieving which of the following sales-influencing objective?

Accepted Answer

A)   gaining trade support for inventorying increased quantities of a brand
B)   entering new markets with established brands
C)   promoting trial among consumers
D)   enhancing a brand's image
E)   All of these are correct.F) A) and C)
G) C) and D)

Question 7

The amount paid to the consumer when he or she redeems the coupon at a retail checkout along with a purchase of the brand for which the coupon is offered is known as the _____.

Accepted Answer

A)   value proposition
B)   redemption rate
C)   face value
D)   discount rate
E)   redemption costF) A) and E)
G) B) and C)

Question 8

_____ includes any method used to deliver an actual- or trial-sized product to consumers.

Accepted Answer

A)   Couponing
B)   Testing
C)   Premiums
D)   Test marketing
E)   SamplingF) C) and D)
G) All of the above

Question 9

More coupons are distributed in the United States than elsewhere.

Accepted Answer

A) True 
 B)False

Question 10

A promotional device that rewards consumers for purchasing the brand by providing either cents-off savings or free merchandise is known as a _____.

Accepted Answer

A)   sample
B)   coupon
C)   voucher
D)   slip
E)   redeemerF) None of the above
G) A) and D)

Question 11

The practice of crossruffing occurs when a coupon for one brand is promoted by another brand.

Accepted Answer

A) True 
 B)False

Question 12

The percentage of all distributed coupons that are taken to stores for price discounts is known as the _____.

Accepted Answer

A)   redemption rate
B)   conversion rate
C)   turnover rate
D)   discount rate
E)   return on investmentF) A) and B)
G) None of the above

Question 13

Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?

Accepted Answer

A)   on-pack coupon
B)   in-pack coupon
C)   online coupon
D)   shelf-delivered coupon
E)   instantly redeemable couponF) C) and D)
G) B) and D)

Question 14

Consumers who use sales promotions receive various utilitarian and hedonic benefits.

Accepted Answer

A) True 
 B)False

Question 15

Sampling is effective because it provides consumers with an opportunity to personally experience a new brand.

Accepted Answer

A) True 
 B)False

Question 16

Which type of couponing allows a manufacturer to deliver a coupon to a consumer that purchases a competitor's brand?

Accepted Answer

A)   instantly redeemable coupon
B)   shelf-delivered coupon
C)   scanner-delivered coupon
D)   FSI coupon
E)   in-pack couponF) A) and E)
G) B) and E)

Question 17

Describe the coupon redemption process and how misredemption can occur.

Accepted Answer

The process begins with a manufacturer d...

Question 18

Which of the following is FALSE regarding mail-delivered coupons?

Accepted Answer

A)   Mailed coupons achieve the highest household penetration.
B)   Direct-mail coupons increase the amount of product purchases.
C)   Mail-delivered coupons achieve the highest redemption rate of all mass-delivered coupon techniques.
D)   Mail-delivered coupons represent about 2 percent of all manufacturer-distributed coupons.
E)   Direct-mailed coupons are the least expensive coupon distribution method.F) A) and E)
G) A) and C)

Question 19

Which of the following statements is FALSE concerning in- and on-pack coupons?

Accepted Answer

A)   There are virtually no distribution costs.
B)   They have the lowest redemption rates of all the coupon-distribution methods.
C)   They offer delayed value to consumers.
D)   They do not reach nonusers of the carrying brand.
E)   Trade interest is relatively low due to the delayed nature of the offer.F) B) and E)
G) C) and D)

Question 20

Consumers who take part in sales promotions receive utilitarian,or functional,benefits.Which of the following is NOT a functional benefit?

Accepted Answer

A)   achieving a need for stimulation
B)   reducing search and decision costs
C)   obtaining improved product quality
D)   obtaining monetary savings
E)   All of these are correct.F) A) and B)
G) A) and C)

Exam 19: Consumer Sales Promotion: Sampling and Couponing

The practice of crossruffing occurs when a coupon for one brand is promoted by another brand.

Correct AnswerverifiedShow Answer

Consumers who use sales promotions receive various utilitarian and hedonic benefits.

Correct AnswerverifiedShow Answer

The percentage of all distributed coupons that are taken to stores for price discounts is known as the _____.

Correct AnswerverifiedShow Answer

Which of the following statements is FALSE concerning in- and on-pack coupons?

Correct AnswerverifiedShow Answer

In-store is the least used form of sampling.

Correct AnswerverifiedShow Answer

Which of the following is FALSE regarding mail-delivered coupons?

Correct AnswerverifiedShow Answer

A promotional device that rewards consumers for purchasing the brand by providing either cents-off savings or free merchandise is known as a _____.

Correct AnswerverifiedShow Answer

Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?

Correct AnswerverifiedShow Answer

Explain how to calculate the return on investment for a sampling investment.

Correct AnswerverifiedTable 19.2 gives the steps for calculati...View AnswerShow Answer

Consumer promotions are capable of achieving which of the following sales-influencing objective?

Correct AnswerverifiedShow Answer

More coupons are distributed in the United States than elsewhere.

Correct AnswerverifiedShow Answer

Programs in which a service distributes coupons for a single company's multiple brands or brands from multiple companies are known as _____.

Correct AnswerverifiedShow Answer

_____ includes any method used to deliver an actual- or trial-sized product to consumers.

Correct AnswerverifiedShow Answer

Researchers have found that higher-value coupons signal higher prices to consumers.This is especially true when consumers are _____.

Correct AnswerverifiedShow Answer

Consumers who take part in sales promotions receive utilitarian,or functional,benefits.Which of the following is NOT a functional benefit?

Correct AnswerverifiedShow Answer

Sampling is effective because it provides consumers with an opportunity to personally experience a new brand.

Correct AnswerverifiedShow Answer

The amount paid to the consumer when he or she redeems the coupon at a retail checkout along with a purchase of the brand for which the coupon is offered is known as the _____.

Correct AnswerverifiedShow Answer

Describe the coupon redemption process and how misredemption can occur.

Correct AnswerverifiedThe process begins with a manufacturer d...View AnswerShow Answer

All promotion techniques provide consumers with rewards.

Correct AnswerverifiedShow Answer

Which type of couponing allows a manufacturer to deliver a coupon to a consumer that purchases a competitor's brand?

Correct AnswerverifiedShow Answer

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Table 19.2 gives the steps for calculati...
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The process begins with a manufacturer d...
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