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Exam 19: Consumer Sales Promotion: Sampling and Couponing

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Question 51

Multiple Choice

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A tool that can be used to assess whether an investment in a sampling program is cost justified is _____.

A) breakeven analysis
B) converter assessment
C) sampling assessment
D) return on investment
E) sampling profit analysis

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Question 52

Multiple Choice

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The Oak Grove High School marching band needed to raise money so that they could participate in the Rose Bowl parade on New Year's Day.Band members collected coupons from friends and family and sold them to a person that paid them 50 cents for every pound of coupons collected.This person then sent these coupons to a clearinghouse through a retailer that took a cut of the money that was reimbursed.Unbeknownst to the students and parents participating in this fundraiser,they were actually participants in coupon _____.

A) racketeering
B) clipping
C) clearing
D) misredemption
E) scamming

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Question 53

Multiple Choice

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Which of the following is a hedonic benefit consumers obtain when taking advantage of sales promotion offers?

The premier sales promotion device for generating trial usage is _____.

Which conditions and/or restrictions must be met for a consumer to be entitled to the coupon discount?

Julie is on a tight budget and usually purchases store brands of products.However,she purchased a higher quality national brand of shampoo with a coupon that reduced the price enough for her to be able to purchase it.Which type of reward did Julie obtain from using the coupon?

The Internet has become an increasingly important venue for conducting promotions.

Name and describe the types of rewards consumers receive when using sales promotions.

_____ is when a coupon for one brand is promoted by another brand.

Although the instant coupon is a minor form of couponing,it has emerged in recent years as an alternative to _____.

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

Sampling is useful for reinforcing brand image by offering an immediate reward to consumers.

Which of the following is an advantage of in- and on-pack coupons?

The use of coupons is restricted to packaged goods.

Explain the circumstances when sampling is appropriate.

Instantly redeemable coupons (IRCs)are the dominant form of couponing.

Consumers who take part in sales promotions receive hedonic benefits.Which of the following is NOT a hedonic benefit?

Manufacturers use consumer-oriented sales promotions also to leverage trade support.

Maria purchased a new brand of frozen waffles that had a high value coupon on the package.She had to cut the coupon out to use it on her next purchase of these waffles.Which type of reward did Maria get?

The major advantage of direct-mailed coupons is that they are relatively inexpensive compared with other coupon-distribution methods.