Which of the following is a step in calculating the ROI for a sampling investment?

a. define the objectives

b. review the category

c. calculate the profit per unit

d. calculate the price elasticity

e. calculate the volume necessary to break even

Question 2John is the marcom manager at a major consumer packaged goods manufacturer. He feels that marcom objectives should be stated in terms of sales or market share gains and that failure to do so is a cop-out. Which view is John espousing?

a. traditional view

b. common view

c. heretical view

d. revolutionary view

e. controversial view

Question 3After calculating the profit per unit, what is the next step in calculating the ROI for a sampling investment?

a. calculate the price elasticity

b. determine the total cost of sampling

c. conduct a sampling assessment

d. calculate the number of converters needed to break even

e. determine the effectiveness of the sampling

Question 4The heretical view states that advertising objectives should always be stated in terms of _____.

a. awareness levels

b. attitude change

c. purchase intention

d. sales or market share gains

e. creating brand loyalty

Question 5A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom. The hair product company was using _____.

a. targeted sampling

b. exclusive sampling

c. creative distribution methods

d. mass distribution

e. demand sampling

Question 6The _____ effect is the delay of results of marcom on sales from one time period to another.

a. economic

b. consumer response

c. heretical

d. advertising response

e. lagged

Question 7It is estimated that online sampling costs are _____ sampling in stores or at special events.

a. three times greater than

b. two times greater than

c. three times less than

d. two times less than

e. the same as