ARE 136 Ch. 15 PASSED Exam Questions and CORRECT Answers
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Course
ARE 136
Institution
ARE 136
ARE 136 Ch. 15 PASSED Exam Questions
and CORRECT Answers
Sales promotion is the use of techniques that create a perception of greater brand value
among consumers, the trade, and business buyers, but the techniques can't entail an incentive.
a. True
b. False - Correct Answer- False
ARE 136 Ch. 15 PASSED Exam Questions
and CORRECT Answers
Sales promotion is the use of techniques that create a perception of greater brand value
among consumers, the trade, and business buyers, but the techniques can't entail an incentive.
a. True
b. False - Correct Answer- False
The complex and information-rich tools of IBP can help create brand loyalty and competitive
advantage.
a. True
b. False - Correct Answer- True
One advantage of sales promotions is that the results are simple to measure.
a. True
b. False - Correct Answer- True
Sales promotion can break through the media clutter.
a. True
b. False - Correct Answer- True
Historically, more money has been budgeted for sales promotion than for advertising.
a. True
b. False - Correct Answer- False
,Sales promotion can attract attention and motivate trial purchase, but is not allowed for
introducing new brands to the public.
a. True
b. False - Correct Answer- False
Marketers must select only one sales promotion technique aimed at consumers, such as
coupons, price-off deals, premiums, contests and sweepstakes, samples and trial offers, phone
and gift cards, rebates, and frequency programs.
a. True
b. False - Correct Answer- False
Coupons are the oldest and most widely used form of sales promotion.
a. True
b. False - Correct Answer- True
A dentist offers a deal in which customers who have had two teeth whitening services over
the last year get the third one free. This is an example of a sampling program to stimulate
repeat purchases.
a. True
b. False - Correct Answer- False
One advantage of using sweepstakes and contests is that they can quickly and easily
communicate the brand message through the game.
a. True
b. False - Correct Answer- False
A manufacturer of dental care products sets up a new promotion by attaching one of its
toothbrushes to its boxes of toothpaste. This is an example of a mobile sampling technique.
,a. True
b. False - Correct Answer- False
Retailers often run trade promotions simultaneously along with consumer promotions.
a. True
b. False - Correct Answer- True
One objective for promotions in the trade channel is to increase store traffic, which benefits
both manufacturers and retailers.
a. True
b. False - Correct Answer- True
The fight for space on grocers' shelves has become very competitive, so manufacturers will
do anything to get stores to stock their items—except paying a fee, which is illegal.
a. True
b. False - Correct Answer- False
A manufacturer helps a retailer by sharing the cost of local advertising. This allows the
manufacturer to have some control over the process, and the retailer to advertise for a lower
cost. They are taking part in a form of business-market sales promotion.
a. True
b. False - Correct Answer- False
It is estimated that almost one-fourth of corporate America gives rebates as a type of
business-market promotional technique.
a. True
, b. False - Correct Answer- False
The advantage that sales promotions have over advertising is that they are measurable and
they can often motivate consumers to buy larger quantities or try new brands.
a. True
b. False - Correct Answer- True
Sales promotion is more oriented to techniques used to stimulate demand and attract attention
in the consumer market.
a. True
b. False - Correct Answer- True
A coupon entitles a buyer to a designated reduction in price for a product or service, and is
the oldest and most widely used form of sales promotion.
a. True
b. False - Correct Answer- True
One of the more noteworthy examples of promotions depicted in the book is by Axe; Axe did
one of the most unusual promotions by offering consumers a chance to go to space.
a. True
b. False - Correct Answer- True
Objectives for consumer-market sales promotion include stimulating a trial purchase, repeat
purchases, larger purchases, or to introduce a new brand, service, or product.
a. True
b. False - Correct Answer- True
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