Which of the following is one of the manufacturer's disadvantage of using price-offs?
a. the retailer must provide display materials to announce the price-off label offer
b. there must be a hiatus of at least 45 days between price-off label promotions on any given brand size
c. they can be used only on new products
d. retailers often dislike price-offs
e. All of these are correct.
Question 2One option for an organization wishing to advertise is to recruit the services of a variety of firms with particular specialties in distinct aspects of advertising. These firms are called _____.
a. salons
b. boutiques
c. cafeteria agencies
d. full-service agencies
e. buffet agencies
Question 3To increase sales of Mountain Pure bottled water, the company is considering using a price-off offer. Which of the following would NOT represent a reasonable objective for using this form of sales promotion?
a. The company wants to reward present users for their past brand allegiance.
b. The company wants to load consumers.
c. The company wants to establish repeat purchase.
d. The company wants to ensure that promotional dollars do in fact reach consumers.
e. None of these are correct.
Question 4Which of the following is a way advertisers can perform the advertising function?
a. purchase advertising services on an as-needed basis from specialized agencies
b. use a full-service advertising agency
c. use an in-house advertising operation
d. a and b only
e. a, b, and c
Question 5Which of the following is the typical range of the reduction for a price-off promotion?
a. 2-5
b. 5-10
c. 9-15
d. 10-25
e. 15-30
Question 6Which of the following is consistent with the advertising = information approach to advertising's role in the economy?
a. Consumers perceive fewer substitutes for advertised brands.
b. Advertising affects consumer preferences and tastes.
c. Advertising changes product attributes.
d. Firms are insulated from potential rivals.
e. Advertising makes entry possible for new brands by communicating product attributes to consumers.
Question 7_____ entail a reduction in a brand's regular price and are clearly labeled as such on the package.
a. Bonus packs
b. Price-off promotions
c. Premiums
d. Rebates
e. Coupons
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