Only a small amount of couponing occurs in France because ____.
a. the government limits the face value of coupons to 1 percent of the product's value
b. the few chains that control the retail grocery market generally oppose couponing
c. the people are generally opposed to the idea of couponing
d. everyday low pricing is very widespread
e. prices are already reduced due to fierce competition
Question 2The highest percentage of sales devoted to advertising is for the _____ industry.
a. mailing, reproduction, and commercial art services
b. perfume, cosmetic, and toilet preparation
c. transportation services
d. distilled and blended liquor
e. publishing and printing
Question 3The government in _____ limits the face value of coupons to 1 percent of the product's value.
a. China
b. Finland
c. Egypt
d. France
e. Germany
Question 4In which method does a company set a brand's advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume?
a. revenue-based method
b. percentage-of-sales method
c. affordability method
d. competitive parity method
e. objective-and-task method
Question 5The percentage of all distributed coupons that are taken to stores for price discounts is known as the _____.
a. redemption rate
b. conversion rate
c. turnover rate
d. discount rate
e. return on investment
Question 6Which of the following is NOT a marcom budgeting method?
a. percentage-of sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. communication-based method
Question 7Surveys indicate that _____ American consumers use coupons at least on occasion.
a. very few
b. virtually all
c. approximately half of
d. less than 25 percent of
e. over 75 percent of
Question 8Which of the following can impact the sales-to-advertising response function?
a. creativity of advertising execution
b. state of the economy
c. intensity of competitive advertising efforts
d. overall quality of the brand's mix
e. All of these are correct.
Question 9A promotional device that rewards consumers for purchasing the brand by providing either cents-off or dollars-off savings is known as a _____.
a. sample
b. coupon
c. voucher
d. slip
e. redeemer
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