Download Chapter 11 Quiz 1. Which of the following is the goal of point

Chapter 11 Quiz
1. Which of the following is the goal of point-of-purchase advertising?
A. Obtain more market share in a specific industry
B. Create short-term impact on sales while reserving the long-term image of the brand being
developed and maintained by advertising.
C. Generate long-term sales while maintaining a short-term image for the brand
D. All of the above
E. None of the above
2. Which of the following according to the book is considered the oldest form of advertising?
A. Bill Boards, posters, and outdoor signs
B. Branded items such as pens, and other household items
C. Magazines
D. Newspapers
E. Twitter
3. A reason for greater reliance on promotion is:
A. Long-term marketing orientations
B. Growth in social media
C. Brand proliferation
D. Pressure on sales managers
E. All of the above
4. Techniques for business-market sales promotions include:
A. Premiums
B. Allowances
C. Slotting fees
D. Coupons
E. None of the above
5. Techniques for trade-market sales promotions include:
A. Allowances
B. Sales-training
C. Vertical cooperative advertising
D. Incentives
E. All of the above
6. The shared meaning, beliefs, morals, values, and customs of a group of people are best defined
as?
A.
B.
C.
D.
Lifestyle
Culture
Demographics
All the above
7. Exploiting a consumer by disingenuously marketing products or services as environmentally
friendly is known as?
A. Green-branding
B. Green Marketing
C. GreenWashing
D. None of the above
8. Traditional Support media include all of the following except:
A. Billboard
B. Outdoor signage
C. Social platforms
D. Directory advertising
9. Push money is carried out through a program in which retail salespeople are offered a
_______ reward for featuring a marketer's brand with shoppers.
A) Monetary
B) Non-monetary
C) Incentive
D) Physical
10. Which type of sampling involves delivering samples to the homes of the target segment.
A) Mobile sampling
B) In-store sampling
C) Door-to-door sampling
D) Mail sampling
11. What is a use of innovative techniques that create a perception of greater brand value among
consumers or distributors?
A. Sales Promotion
B. Free Premium
C. Advertising Specialties
D. Price off deal
12. What are items that feature a sponsor’s logo and are offered free or at a reduced price with
the purchase of another item?
A. Premium
B. Price off deal
C. Promotion
D. Sampling
13. What are sales promotions that offer consumer discounts or rewards for repeat purchase
A. frequency programs
B. push strategy
C. promotion
D. premium
14. What are events where several related products from many manufacturers are displayed and
demonstrated to members of the trade?
A. trade shows
B. slotting fees
C. transit advertising
D. support media
15. Which of the following give retailers a monetary incentive for featuring a marketer's brand in
advertising or in-store displays?
A. Merchandise allowances
B. Bill back allowances
C. Slotting fees
D. Free premium
16. Which of the following entitles a buyer to a designated reduction in price for a product or
service?
A. Coupon
B. Price off deal
C. Promotion
D. Door to Door sampling
17. A billboard on or near a store where the brand is sold, is an example of?
a. support media
b. outdoor signs
c. riding the boards
D. point-of-purchase advertising
18. What is the purpose of P-O-P objectives?
a. draw consumer's attention to the brand in the retail setting
b. maintain purchase loyalty among brand-loyal users
c. stimulate increased or varied usage of the brand and stimulate trail use by users of competitive
brands
d. all the above
19. What is NOT an objective for trade market sales promotion?
a. obtain initial distribution
b. increase order size
c. decrease store traffic
d. encourage cooperation with consumer-market sales promotion
20. what are the three elements that advertising specialties have?
a. a message placed on a useful item that is given to consumers with no obligation
b. a message placed on a useful item that is given to consumers with obligations
c. a message placed on a relative item that is given to consumers with no obligation
d. a message placed on a relative item that is given to consumers with obligation
Answer Key:
1. B
2. A
3. C
4. A
5. E
6. B
7. C
8. C
9. A
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
C
A
A
A
A
B
A
A
D
C
A