Which of the following is a form of coupon that encourages an immediate purchase response; it is usually pasted on top of the package?
a. bounce-back coupon c. top-off coupon
b. instant coupon d. None of the above.
Question 2All of the following are sales promotion tools and techniques except
a. coupons c. premiums
b. sampling d. All of the above are sales promotion tools.
Question 3_____ promotion is a marketing communications tool specifically designed to provide consumers with some incentive inducing an immediate response, possibly in the form of purchase.
a. Marketing c. Direct
b. Sales d. None of the above.
Question 4In the context of the affective strategy, which of the following elements is the most prevalent form of direct-marketing communication?
a. direct mail c. direct selling
b. telemarketing d. direct-response advertising
Question 5All of the following are direct marketing elements for the affective strategy except
a. direct mail c. direct selling
b. catalogs d. All of the above apply.
Question 6Advertising that constantly updates descriptions and explanations of a product line or any information that helps to keep customers loyal is referred to as which of the following?
a. interactive advertising c. consumer focus advertising
b. intraactive advertising d. loyalty programs
Question 7Which of the following strategies suggests that simply inducing trial through coupons or free samples can generate subsequent purchase more readily than product information?
a. informative c. habit formation
b. affective d. self-satisfaction
Question 8The ______ product decision requires minimal involvement or thought, tending to result from habitual buying.
a. informative c. habit formation
b. affective d. self-satisfaction
Question 9Which of the following is a form of public relations program designed to build and strengthen a positive attitude toward the firm at large and all its products?
a. press conference c. public forum
b. event sponsorship d. None of the above.
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