In advertising, the goal is to sell the ___, not the ___ of a product.
a. benefits; attributes
b. characteristics; appeals
c. values; traits
d. competitive edge; virtues
e. differential advantage; properties
ANSWER: a
Marketing Chapter 17
- General Motors is offering the sales force at Meers Furniture Emporium a $100 reward for each Chevy Volt sold in the next 30 days. What type of trade sales promotion is the $100?
- General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June. General Mills is offering a:
- All of the following are examples of trade sales promotions EXCEPT:
- Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:
- Which of the following statements about online sales promotions is true?
- Point-of-purchase promotions work best for:
- ___ are promotional exhibits set up at the retailer's location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumers.
- Club Penguin is an online role-playing game for kids aged 6 to 14 operated by the Walt Disney Company. Players pay a monthly fee to gain access to all of Club Penguin's feature, although free memberships with limited access to games is also available. Disney offers free membership to Club Penguin in the hope that kids who like the game will ask their parents to pay for the full version. Disney is using which sales promotion tool?
- Which of the following statements about contests and sweepstakes is true?
- The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products. Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen. This is an example of a:
- Co-branded credit cards are used in conjunction with:
- Jack's Pet Store offers customers who purchase pet food a "Baker's Dozen" card. After customers purchase 12 bags of pet food from Jack's, they get the 13th bag free. The Baker's Dozen card is an example of a:
- Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?
- New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide. The Fitness Guide is an example of a(n):
- A(n) ___ is an extra item offered to the consumer, usually in exchange for some proof that the promoted product has been purchased.
- When Rick purchased a Xerox color printer for his law office, he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200. Rick received a:
- Martina buys cola every week at the grocery store, but she always buys whatever is on sale. Coca-Cola, Pepsi, RC Cola—it doesn't matter to her. She is happy with whatever costs the least. Martina would be characterized as a:
- About what percentage of consumers uses coupons or discount promotional codes when making purchases online?
- All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage and organization products, EXCEPT:
- What are the two types of sales promotion?
- Neutrogena offered customers who purchased $30 worth of facial moisturizers, facial cleaners, and facial treatment products a $10 rebate by mail. This is an example of:
- ___ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.
- ___ is used by public relations specialists to handle the effects of unfavorable publicity.
- How do public relations professionals use Internet Web sites?
- The biggest category of sponsorships involves ___, which accounts for almost 70 percent of spending in sponsorships.