Advertising and Sales Promotion Flashcards
Nelson, a manufacturer of snack foods, decided to promote his new line of snacks “Gator Os.” After consulting his friend Justin, who is a student in MAR3023, Nelson learned that the most effective approach for him to take would be a Trade Promotion. Nelson should use all of the following EXCEPT _____ to promote “Gator Os”.
A. Trade Allowances
B. Premiums
C. Co-op Advertising
D. Trade Shows
B
For her birthday, Emily’s parents bought her a brand new laptop computer from a local electronics store. A couple of days after their purchase, Emily’s household received a large envelope in the mail from the manufacturer of the computer. Enclosed in the envelope was a personalized belated happy birthday card for Emily, in addition to a pamphlet explaining the special features of her new computer and a 10% off coupon for her next purchase at the electronics store. The advertisement sent to Emily is trying to accomplish what advertising task?
A. Inform
B. Persuade
C. Sell
D. Reinforce
D
Rachel likes to go shopping whenever she has the free time. Her favorite items to shop for include shoes and jewelry. Rachel tries to stretch her money by never buying an item at full price; she believes that it is always possible to find a sale, rebate or coupon for almost anything. Which of the following reasons for the shift away from advertising and toward sales promotion does Rachel demonstrate?
A. Short-Term Focus
B. Growing Retailer Power
C. Accountability
D. Increased Promotion Sensitivity
D
Lootzberg Diamonds, a company that specializes in the manufacturing of imitation diamonds, is about to start running a new sales promotion for summer 2009. They have decided to limit themselves to a variety of “pull” promotions. Which of the following is not one that Lootzberg will use?
A. rebates
B. co-op advertising
C. coupons
D. contests
B
Jillian is in charge of marketing for the M&M brand. Management has discussed some of their objectives for the upcoming quarter, one of which is to increase short run sales. Which element of the promotional mix should Alex employ to accomplish this goal?
A. Public relations
B. Direct marketing
C. Sales promotion
D. Personal selling
C
In an effort to reduce buyer’s remorse for its customers that have already bought its cars, BMW periodically sends out pamphlets that provide the customers with information about the safety of its cars. What advertising task are these pamphlets performing for BMW?
A. Sell
B. Direct Mail
C. Persuade
D. Reinforce
D
