Shared Flashcard Set

Details

MKT 374 Ch 17
Premiums and Other Promotions
26
Marketing
Undergraduate 3
12/09/2009

Additional Marketing Flashcards

 


 

Cards

Term
Buick ran a contest that provided entrants with the opportunity to win a new Buick Lucerne. The ultimate purpose of the contest was the encourage people to visit Buick delearships. Of the more than 500,000 entrants to the contest, 3,000 agreed to take a test drive. This promotion generated a large number of potential Buick purchasers and also contributed to Buick's large and expanding...
Definition
database.
Term
For which type of premium do consumers receive a free item form the sponsoring manuf. in return for submitting a required number of proofs of purchase?
Definition
Mail-in offer
Term
The toy inside of a McD's happy meal is an example of .....
Definition
in-pack premium.
Term
Chick-fil-A's kids' meals often have games on the bag that the meal comes in. The games on the bag is an example of ....
Definition
on-pack premium.
Term
Which type of premium can build sales volume in stores that put up displays and participate fully?
Definition
Near-pack premium
Term
The Buy X Get 1 Free form of premium represents an immediate reward to consumers, and for manuf., this type of premium serves the primary purpose of ....
Definition
rewarding a brand's loyal constomers or encouraging trial.
Term
Self liquidating premiums are paid for by the ....
Definition
consumer.
Term
To promote sales and increase consumer awareness of good eating habits, a well-known cereal company included on the package an offer for a book entitled "Good Eating and Lifetime Happiness." This book (a $9 value) coul be obtained in exchange for only one proof-of-purchase along with a $4.95 shipping and handling fee. What te of promotional tool is a company using?
Definition
Self-liquidating offer
Term
To increase sales of Moutain Pure botteled water, the company is considering using a price-off offer. Which of the following would NOT be a reasonable objective for using a price-off offer?
Definition
E
All of these are suitable objectives for price-off.
Term
The FTC states that ....
Definition
price-off labels may only be used on brands already in distribution w/established retail prices.
Term
_____ are extra quanitites of a product that a company gives to consumers at the regular price.
Definition
Bonus packs
Term
The ABC Company usually sells a package of ten razor blades for $9. When the company offers a package of twelve razor blades for $9 they are offering a ....
Definition
bonus pack.
Term
Which of the following are sometimes used as an alternative to price-off deals when price-off deals are either overused or resisted by the trade?
Definition
Bonus packs.
Term
Lisa purchased socks at a dpt store and noticed a sign that stated se coud get $5 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchase and dated cash register receipt. This is an example of what?
Definition
rebate
Term
For which type of promotion must participants act according to the specific rules and may or may not be required to submit proofs of purchase?
Definition
Contest
Term
continuity programs are also referred to as _____ programs.
Definition
Reward
Term
Marble Slam Creamery is an ice cream shop that stamps a customer's card for each purchase. After five purchase, customers get a free ice cream. What type of promotion is this?
Definition
Continuity program
Term
The use of two or more sales promotion techniques in combo with another is called....
Definition
overlay.
Term
The simulataneous promotion of multiple brands in a single promotional effort is called a .......
Definition
tie-in.
Term
_____ refers to two or more brands from different companies promoted in a single promotional effort.
Definition
Intercompany tie-in.
Term
One regional discount apparel chain ran a promotion in which paper shopping bags were mailed out to shoppers -- paper bags of the sort that one sees in grocery stores. The bags were printed wih statements such as "20% off everything you can stuff in this bag." The deal was offered on a one-day-only basis and then repated again at different times throughout the year. This is an example of a retailer ______
Definition
special price deal.
Term
The first step in evaluating sales promotional ideas is to........
Definition
identify those objectives.
Term
Which of the following quesitons should a mangager ask when evaluating a new promotion idea?
Definition
ALL
Term
A promotion program's _____ is the sum of the direct outlays invested in promotion.
Definition
Expense
Term
_____ represents the total time and effort that went into the planning and executino of a promotion.
Definition
Execution ease
Term
Which criterion cannot be measured objectively but involves a subjective assessment of where a promotion has enhanced a brand's image or possibly detracted from it?
Definition
Equity enhancement
Supporting users have an ad free experience!