Sales Promotion
Textbook Exam Questions
Course Introduction
Sales Promotion is a course designed to explore the strategies and techniques used to stimulate short-term consumer demand and enhance product visibility in the marketplace. Students will examine various promotional tools, including discounts, coupons, contests, loyalty programs, and point-of-purchase displays, and analyze their role within integrated marketing communications. The course covers the planning, execution, and evaluation of sales promotion campaigns while considering legal, ethical, and cultural factors that impact their effectiveness. Through case studies and practical assignments, students will develop the skills necessary to create compelling promotion plans that drive sales and strengthen brand positioning.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition by
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Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) Which of the following statements is true about speculative presentations?
A)Speculative presentations require little time and effort on the part of agencies.
B)Many agencies do not like to participate in speculative presentations because there is no guarantee they will win the account,and they require time and money.
C)Speculative presentations are rarely used in the advertising industry.
D)Most agencies do not participate in speculative presentations to acquire new business.
E)They are also known as storyboards.
Answer: B
Q2) Under a centralized organizational system,the responsibility for planning and controlling the advertising and promotional function lies with the:
A)brand manager.
B)advertising manager.
C)product manager.
D)in-house agency.
E)vice president of marketing.
Answer: B
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Chapter 2: Perspectives on Consumer Behavior
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Q1) Boxing champion Evander Holyfield is a popular role model for young African-American children,especially in his home state Georgia.An anti-litter ad campaign that features Holyfield attempts to convince children to "Keep Georgia Peachy Clean" just like Evander does.This ad campaign hopes children will want to emulate Holyfield and convince others to emulate the fighter.Thus,a(n)_____ reference group will be created.
A)aspirational
B)disassociative
C)evoked
D)acquisitive
E)integrated
Answer: A
Q2) In the family decision-making process,the person who is responsible for gathering information to be used in making the decision is known as:
A)purchasing agent.
B)consumer.
C)initiator.
D)information provider.
E)influencer.
Answer: D
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Chapter 3: The Communication Process
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Q1) Trial,purchase,adoption,and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
A)cognitive
B)affective
C)behavioral
D)motivational
E)learning
Answer: C
Q2) Rosa Martinez is reading a Vanity Fair magazine where she sees an ad for DKNY jeans.In this situation,the ad is a _____,while Vanity Fair is a _____.
A)source;message
B)channel;message
C)message;receiver
D)message;channel
E)channel;source
Answer: D
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Chapter 4: Source, Message, and Channel Factors
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Q1) An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:
A)gain consumers' attention.
B)confuse consumers.
C)distract consumers.
D)get consumers to engage in more simplistic processing.
E)distract consumers from the negative aspects of the product.
Q2) A marketer should present the strong points at the beginning of an advertisement only when:
A)the target audience supports and can connect well with the communicators' position and the message.
B)the target audience is not interested in the topic.
C)the target audience is interested in the topic.
D)the target audience has used the product and has favorable image of the product.
E)immediate action is an objective.
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Q1) For which of the following would an advertiser be most likely to use a sales-oriented objective?
A)A direct response ad for a record album
B)A commercial for a new type of electric-powered automobile
C)A political announcement
D)An anti-drug public service announcement
E)A commercial comparing Verizon to AT&T
Q2) The major problem associated with the _____ budgeting method is that it reverses the cause and effect relationship between advertising and sales.
A)percent of sales
B)objective and task method
C)competitive parity
D)S-shaped response
E)rapidly diminishing returns
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Chapter 6: Creative Strategy: Planning and Development
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Q1) One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful,useful,or valuable to the consumer.
A)divergence
B)synthesis
C)relevance
D)illumination
E)elaboration
Q2) Advertising creative personnel tend to:
A)be more concrete and formalized than intuitive when solving a problem.
B)have majored in marketing in college.
C)rely on intuition more than logic.
D)be highly structured and organized individuals.
E)be no different from people with business executive backgrounds.
Q3) According to Robert Smith,_____ ads contain attractive shapes and colors.
A)synthesis
B)animatic
C)originality
D)artistic value
E)illumination
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Q1) Purchase motives,such as convenience,comfort,economy and performance are used as a basis for _____ appeals.
A)rational
B)emotional
C)price
D)inherent drama
E)refutational
Q2) Research has shown that the first thing people look at in a print ad is the:
A)illustrations.
B)visuals.
C)body copy.
D)subheads.
E)headline.
Q3) Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines.
A)direct
B)indirect
C)straight-sell
D)subhead
E)rational
Page 9
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Chapter 8: Media Planning and Strategy
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Sample Questions
Q1) Unduplicated reach is:
A)average reach multiplied by average frequency.
B)duplicated reach plus total reach.
C)total market coverage less duplicated reach.
D)reach multiplied by frequency.
E)total reach less duplicated reach.
Q2) _____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached.
A)Target ratings points
B)Gross ratings points
C)Coverage
D)Effective reach
E)Total market coverage
Q3) The overlap that occurs due to people seeing the ad twice is referred as:
A)coverage.
B)unduplicated reach.
C)duplicated reach.
D)frequency.
E)program rating.
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Chapter 9: Evaluation of Media: Television and Radio
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Q1) Which of the following statements is true?
A)The diary system of measuring viewership is more accurate than people meters.
B)It is impossible to track viewership for commercials.
C)People meters only record what is being watched,not who is watching.
D)Audimeters only record what is being watched,while people meters can also record who is watching.
E)People meters are being replaced by audimeters.
Q2) In 2006,Nielsen Media Research introduced a new media rating system,A2/M2,or:
A)All Ads Make Meaning.
B)Average Audience Marketing Management.
C)Actual Audience Measured Meaning.
D)Audience Access Monitoring Mentality.
E)Anytime Anywhere Media Measurement.
Q3) _____ is defined as one percent of all the television households in a particular area tuned to a specific program.
A)A program rating
B)A ratings point
C)Households using television (HUT)
D)Share of audience
E)Brand development index
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Chapter 10: Evaluation of Print Media
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Q1) JCPenney's department store distributed a four-color catalog in newspapers in major metropolitan areas advertising its President's Day Sale.This is an example of ____.
A)display advertising
B)classified advertising
C)preprinted insert
D)printacular
E)gatefold advertising
Q2) Nearly two-thirds of all advertising dollars spent in magazines,are spent in _____ magazines.
A)consumer
B)international
C)business
D)regional
E)national
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Chapter 11: Support Media
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Sample Questions
Q1) Mobile billboard ads enjoy high levels of recall and readership,leading to increased sales.
A)True
B)False
Q2) An ad in a subway for a local Mexican restaurant is an example of:
A)a sales promotion.
B)stationary advertising.
C)transit advertising.
D)aerial advertising.
E)free-form advertising.
Q3) Ads on small billboards that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as:
A)aerial ads.
B)mobile billboards.
C)advertising specialities.
D)skyscrapers.
E)pop - ups.
Q4) Because of the high frequency of exposures,outdoor may lead to a quick wearout.
A)True
B)False
Page 13
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Chapter 12: Direct Marketing
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Q1) In direct marketing situations,when it is necessary to screen or qualify potential buyers,it is advisable to use:
A)the two-step approach.
B)the one-step approach.
C)direct mail rather than telemarketing.
D)direct-response television.
E)SMRB's data on direct marketing purchasers.
Q2) _____ is the direct,personal presentation,demonstration and sales of products to consumers in their homes.
A)A need-stimulus sales presentation
B)Direct marketing
C)A personal shopper program
D)Consultative selling
E)Direct selling
Q3) The major impetus behind the growth of direct marketing was the:
A)increase in the number of working women.
B)invention of the printing press.
C)development and expansion of the U.S.Postal Service.
D)development of multinational companies and international markets.
E)law that mandated public education.
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Chapter 13: The Internet and Interactive Media
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Q1) At the Web site for Ivillage.com,there is an ad that stretches across the top of the page for 'Clinique' cosmetics.If you click on the ad,it will take you to the 'Clinique' Web site where you can purchase Clinique cosmetics.The Clinique ad that appears at the iVillage Web site is an example of a(n):
A)interstitial.
B)banner.
C)pop-up.
D)sponsorship.
E)paid search.
Q2) The largest growing mediums in the United States are mobile and the Internet.
A)True
B)False
Q3) Which of the following statements is true about Web 1.0?
A)It started with the 'bursting of the dot-com bubble'.
B)It consists mainly of static sites.
C)It provides for two-way flow of information.
D)It has led to dramatic changes in the World Wide Web,with information provided by users as contributors.
E)Web 2.0 users act as contributors in Web 1.0.
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Chapter 14: Sales Promotion
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Q1) Which of the following statements is true about the slotting allowances charged by many retailers?
A)Retailers justify slotting allowances by pointing to the costs associated with taking on a new product.
B)Retailers are not justified in charging slotting allowances since most new products are successful.
C)Large companies with popular brands are the most likely to have to pay slotting allowances.
D)Slotting allowances are illegal and banned by the federal government.
E)The costs slotting allowances add to new product introductions are minimal.
Q2) Coors Light beer's heavy financial involvement with and support of freestyle skiing competitions,beach volleyball tournaments,and other sporting events are examples of: A)premiums.
B)trade shows.
C)exhibitions.
D)event marketing.
E)contests.
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Q1) A departmental store ad about a consumer tax issue would constitute _____ advertising.
A)image
B)event
C)direct-response
D)trade
E)issue
Q2) Companies that support lobbying efforts:
A)are trying to reach internal audiences.
B)are engaged in flighting.
C)have targeted government bodies.
D)have determined the importance of homogeneity.
E)are targeting educators.
Q3) People who live and work in the community where a firm is located are often the target of public relations efforts.
A)True
B)False
Q4) Public relations process is an ongoing process.
A)True
B)False
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Q1) Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts being used to create an ad to appeal to preteens?
A)A split-run test
B)A storyboard
C)The Delphi technique
D)Computer simulation
E)A focus group
Q2) Which of the following is an argument against measuring advertising effectiveness?
A)Costs in terms of time and money
B)The absence of top management support
C)The need to give autonomy to those who control advertising
D)Accountability
E)Decrease in advertising efficiency
Q3) Measuring the effects of advertising does not just save money but it helps the firm maximize its investment.
A)True
B)False
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Chapter 17: International Advertising and Promotion
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Q1) In many countries,sales promotion faces problems with distribution and retailers' resistance to processing coupons,setting up displays and dealing with premiums.These are sales promotion difficulties associated with:
A)the country's stage of economic development.
B)the country's market maturity.
C)the country's consumer perceptions.
D)the country's trade structure.
E)the country's regulation.
Q2) A centralized approach to organizing for advertising is not suitable when market and media conditions are similar from one country to another.
A)True
B)False
Q3) Demographic data can provide insight into the living standards and lifestyles in a particular country to help companies plan ad campaigns.
A)True
B)False
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Chapter 18: Regulation of Advertising and Promotion
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Q1) The three major participants in the advertising process that work individually and collectively to encourage truthful,ethical,and responsible advertising are:
A)advertisers,creatives,and the cable operators.
B)creative boutiques,copywriters,and consumers.
C)children,advertisers,and agencies.
D)advertisers,agencies,and the media.
E)advertisers,government,and the television networks.
Q2) The Federal Trade Commission (FTC)defines _____ as an express or implied statement contrary to fact.
A)selective exposure
B)affirmative disclosure
C)selective retention
D)misrepresentation
E)comparative disclosure
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Chapter 19: Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
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Q1) The belief that advertising equals _____ reflects traditional economic thinking that views advertising as a way to change consumers' tastes,lower their sensitivity to price,and build brand loyalty among buyers of the advertised brand.
A)empowerment
B)materialism
C)differentiation
D)market power
E)information
Q2) If a marketer for an established company believes potential entrants to the marketplace must overcome established brand loyalty and spend relatively more on advertising,then he or she must believe that advertising equals:
A)market power.
B)materialism.
C)information.
D)empowerment.
E)differentiation.
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Chapter 20: Personal Selling Online
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Q1) Which type of sales personnel would most likely be handling sales situations involving straight rebuy?
A)Missionary sales representative
B)Order taker
C)Problem solver
D)Creative seller
E)Prospector
Q2) Studies conducted to examine the combination of advertising and personal selling efforts have shown:
A)Combining advertising and personal selling for complex products will reduce effectiveness.
B)Sales reps from heavily advertised companies are poorly received compared to salespeople from non-advertised companies.
C)Advertising is not useful for complex products and industrial products.
D)Advertising to be unnecessary when the objective is to create awareness for a new product.
E)Companies can improve reach,reduce costs,and improve the probability of a sale by combining advertising and personal selling.
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