Q&A Hero

Q: Paying for entry fees into a league and uniforms for a Little League soccer team is an example of: A) sponsorship marketing. B) event marketing. C) cause-related marketing. D) an ineffective contact point.

Q: When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called: A) public relations. B) advertising expenditures. C) social media marketing. D) sponsorship marketing.

Q: Discuss the various damage control strategies that can be used by a firm.

Q: What are the two forms of preventive damage control measures?

Q: Impression management includes justifications, which are expressions of innocence.

Q: Impression management includes justifications, which use logic designed to reduce the degree of negativity associated with the predicament.

Q: An expression of innocence is a form of apology strategies.

Q: Impression management is the process of making an apology for a mistake.

Q: If a company uses an apology strategy in a negative crisis situation, it will only work if the public believes the apology is sincere and heartfelt.

Q: In using impression management in a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.

Q: An apology strategy is a proactive impression management technique that is often used by companies when negative events occur.

Q: When dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using an excuse as a form of impression management.

Q: When dealing with a negative situation, if company leaders provide information designed to convince others that the company was not responsible for the negative situation, the company is using an excuse as a form of impression management.

Q: Crisis management involves accepting the blame for an event and offering an apology or vigorously defending the company when negative charges have been made.

Q: A crisis does not always have to be viewed negatively. It can be an opportunity for a company to improve its position in the market and enhance its image.

Q: To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

Q: Internet interventions are designed to combat negative news articles.

Q: Reactive damage control strategies include internet interventions, crisis management, apology strategies, and impression management techniques.

Q: Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

Q: In terms of proactive prevention strategies, enhancements involve the attempt to increase the desirable outcome of an event in the eyes of the public.

Q: Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.

Q: An enhancement is a reactive damage-control strategy that focuses on the positive aspect of an event that occurs.

Q: Enhancements are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.

Q: Proactive prevention strategies include entitlings and enhancements.

Q: A self-liquidating premium is one in which the consumer pays a small amount money for the gift or item.

Q: A sporting goods store offering a free golf bag with the purchase of three or more golf clubs is an example of a self-liquidating premium.

Q: A free toy placed inside a package of cereal is an example of an in- or on-package premium.

Q: When a company offers a premium, consumers receive a discount for the good or service and receive some type of special offer or free merchandise.

Q: Premiums are prizes or gifts consumers receive when purchasing products.

Q: Customers who already have a preference for a brand redeem the majority of all coupons.

Q: A coupon for peanut butter on a jar of jelly is a cross-ruff coupon.

Q: A cross-ruffing coupon is placing a coupon inside a product's package with a specific expiration date.

Q: A scanner-delivered coupon is often given for a competing brand to encourage brand-switching.

Q: A scanner-delivered coupon is sent out by the internet.

Q: Bounce-back coupons tend to encourage trial purchases of products.

Q: An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.

Q: FSIs, freestanding inserts, are the most common method used to deliver coupons to consumers.

Q: The majority of coupons are sent out through digital media.

Q: A coupon is a price reduction offer to a consumer.

Q: The primary reasons retailers give for supporting a manufacturer's consumer promotions program include each of the following, except: A) increase store traffic. B) increase store sales. C) increase sales of the manufacturer's brand. D) attract new customers.

Q: Tyson and General Foods developed a joint consumer promotion. This is an example of a(n): A) intracompany tie-in. B) intercompany tie-in. C) overlay. D) premium.

Q: When two products from different companies are promoted together within one consumer promotion, it is a(n): A) intracompany tie-in. B) intercompany tie-in. C) overlay. D) trade incentive.

Q: When two products from the same company are promoted together within one consumer promotion, it is a(n): A) intracompany tie-in. B) intercompany tie-in. C) overlay. D) bonus pack.

Q: Hershey has both a coupon and an entry form for a sweepstakes in an advertisement. This is an example of a(n): A) intercompany tie-in. B) intracompany tie-in. C) overlay. D) bonus pack.

Q: Two or more consumer promotional activities combined into a single campaign is a(n): A) intercompany tie-in. B) intracompany tie-in. C) overlay. D) premium.

Q: A price-off program: A) is effective for individuals that have a high degree of brand loyalty to a competing brand. B) has little impact on sales. C) usually boosts sales, but it can hurt profits. D) decreases price sensitivity over time.

Q: Folks Southern Kitchen advertises an $8.99 lunch special in the local newspaper for a meal that normally costs $10.99 during March. What type of promotion is being used? A) Coupon B) Sampling C) Premium D) Price-off

Q: A temporary price reduction that is marked on the package of a product is a: A) bonus offer. B) price-off. C) premium. D) bad idea, because the retailer may not honor the price.

Q: One method of maintaining brand loyalty and reducing brand switching at a minimal cost is to use: A) coupons. B) bonus packs. C) contests and sweepstakes. D) sampling.

Q: Bonus packs can lead to brand switching if the consumer: A) is price-sensitive. B) is promotion-sensitive. C) believes the bonus exceeds 30 percent. D) has purchased the brand previously.

Q: All of the following are reasons to use a bonus pack except: A) develop customer loyalty. B) attract new users. C) enhance brand parity. D) encourage brand switching.

Q: Each of the following is a reason to offer a bonus pack except: A) increase usage of the product. B) stimulate trial purchase. C) match or preempt competitive actions. D) stockpile the product.

Q: With a bonus pack, a ________ percent bonus is the most common. A) 15 B) 30 C) 50 D) 65

Q: Adding an extra bar of soap to a three pack and offering it at a special price is a: A) rebate pack. B) prize package. C) bonus pack. D) selective sample.

Q: The key to a successful sampling program is: A) targeting the right audience. B) reducing the costs of distribution. C) gaining visibility prior to the sampling program. D) gaining the cooperation of retailers and other channel members.

Q: The primary disadvantage of sampling is: A) the inability to target a specific consumer segment. B) diminished effectiveness. C) the lack of visibility. D) the cost of producing and distributing the sample.

Q: The primary company advantage of internet sampling is that: A) it is cheaper than the other methods of sampling distribution. B) more expensive samples can be provided. C) only individuals who request the sample will receive it. D) the target market of the sampling program tends to have a higher educational level and higher income.

Q: In recent years, marketers have increased the use of which medium for distributing samples? A) broadcast media B) freestanding inserts C) magazines D) direct mail

Q: Giving out samples at a site such as a state fair, parade, or sporting event is ________ sampling. A) direct B) response C) cross-ruff D) selective

Q: A pharmaceutical company giving free samples of medicine to a physician is ________ sampling. A) direct B) professional C) selective D) media

Q: A small perfume sample placed in a magazine is ________ sampling. A) direct B) response C) media D) selective

Q: Providing a small sample of laundry detergent with the purchase of dryer sheets is ________ sampling. A) direct B) response C) cross-ruff D) media

Q: Placing a sample bar of soap in every mailbox within a 10-block area is an example of ________ sampling. A) direct B) cross-ruff C) selective D) response

Q: When samples are mailed or delivered door-to-door, which form of sampling is being used? A) In-store distribution B) Direct C) Bonus pack D) Cross-ruffing

Q: Cooking food in a grocery store and giving small samples of the food to consumers who pass by is which form of sampling? A) In-store distribution B) Direct C) Response D) Cross-ruffing

Q: Which of the following consumer promotions is the best method for encouraging consumers to try a new product? A) Coupons B) Sampling C) Premiums D) Contests or sweepstakes

Q: When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique? A) Sampling B) A premium C) Price-off D) Coupon

Q: The delivery of a free product to consumers for their use or consumption is a: A) coupon. B) premium. C) bonus pack. D) sample.

Q: Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs? A) Fraud and misredemption B) Costs C) Excessive paperwork to process the refund or rebate D) Diminished effectiveness

Q: Cash returns on hard goods, such as appliances and electronics, are: A) refunds. B) rebates. C) bounce-back coupons. D) premiums.

Q: Cash returns on soft goods, such as food or clothing, are called: A) refunds. B) rebates. C) bonus packs. D) premiums.

Q: Contest and sweepstakes offered through ________ have grown during the past decade. A) print media B) newspapers and magazines C) television through infomercials D) the internet and social media

Q: The enjoyment of playing or participating in a contest or sweepstakes is called ________ value. A) intrinsic B) extrinsic C) redemption D) historic

Q: For most people, a free trip to Hawaii is an example of a prize with high: A) intrinsic value. B) extrinsic value. C) redemption rates. D) intrusion value.

Q: Which of the following is related to the actual attractiveness of a prize in a contest? A) Intrinsic value B) Extrinsic value C) Redemption rates D) Internet inquiries

Q: A "write our new slogan" event that awards a prize to the winner is a(n): A) contest. B) sweepstakes. C) premium. D) illegal activity.

Q: Participants may win a prize without performing any type of activity with a: A) contest. B) sweepstakes. C) premium. D) price-off program.

Q: Each of the following are important keys to building a successful premium program except: A) match the premium to the target market. B) select premiums that are highly popular and current fads. C) select premiums that reinforce the firm's product and image. D) integrate the premium with other IMC tools.

Q: Consumers must pay a small amount of money for a(n) ________ premium. A) in- or on-package B) cross-ruffing C) store D) self-liquidating

Q: A Star Wars action figure given when a customer buys a Whopper meal at Burger King is a(n) ________ premium. A) bounce-back B) in- or on-package C) store or manufacturer D) self-liquidating