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