Exam 4 Questions

Ch. 12: Sales Promotions
1. The highest percentage of consumer coupon usage is associated with customers who use them:
     a. Never
     b. Always
     c. Rarely
     d. Sometimes... ranking in with 37.7%
2. All are reasons for using bonus packs EXCEPT:
     a. Increase usage of the product
     b. Match the premium to the target market
     c. Attract new users
     d. Develop customer loyalty

Ch. 13: Public Relations and Sponsorship Programs
3. An example of image-destroying activities would be:
     a. Discrimination
     b. Supporting community events
     c. Outplacement programs
     d. Charitable contributions
4. A statement recognizing the inappropriate behavior and acceptance of sanctions for wrong behavior is an element of an Apology Strategy. True or False?
     a. True
     b. False

Ch. 14: Regulations and Ethical Concerns
5. All are guidelines for advertising to children EXCEPT:
     a. Ads should have clear and visible disclosures about what items come with a toy and what items do not.
     b. Products and ad content should be appropriate for children.
     c. Ads should blur the line between fantasy and reality.
     d. Items that require adult supervision must be shown with adults supervising the child.
6. People balance a variety of urges throughout life. _______ is the natural craving for balance.
     a. Hedonism
     b. Homeostasis
     c. Religion
     d. Law

Ch. 15: Evaluating an Integrated Marketing Program
7. True or False: A recall test involves asking an individual to recall what ads he or she viewed in a given setting or time period.
     a. True
     b. False
8. A ____________ measures a person's perspiration levels.
     a. Pupillometric meter
     b. Psychophysiology
     c. Psychogalvanometer

Five Store Product Promotions

One of the first things that I notice whenever I walk into Kroger is that there is a display of something placed right in front of you whenever you walk into the door. Whenever I entered, there was a huge display of fruit. They are clearly trying to push fruit sales by placing that display right as you enter.

They usually run special deals on either Coke products or Pepsi products at specific times with price points on them to promote a certain brand product at a time. They will have signs displaying the limited time only special price on a 24 pack of Pepsi.

Half-gallons of milk were on sale for 10 for $10 with a Kroger discount card. The Kroger discount cards opens up many options to saving money on the purchases of certain products.

Gums, mints, candy bars, magazines, and sodas are strategically placed right by the check-out counter to serve as "add-ons" to a sale. People in the moment will think of freshening their breath, having a quick snack, quenching their thirst, etc. and those items are strategically placed to sell to people in those situations right on the spot.

Cereal was placed on the end-cap of an isle at a price point to promote that specific brand for the week. General Mills cereal brands were all on a special price point for the week.