广告、促销与整合营销传播（第8版）题库chapter 12.docx

Integrated Advertising, Promotion,and Marketing Communications 8e (Clow/Baack) Chapter 12 Sales Promotions 1)When a manufacturer offers a special promotion on its products to other companies for their consumption and not for resale, it is a: A) consumer promotion. B) bonus program. C) trade promotion. D) brand awareness program. Answer: A Difficulty: Moderate Skill: Definition(Concept) AACSB: Application ofknowledge LO: 12.1 What differences exist between consumer promotions and trade promotions? 2) Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers. Answer: FALSE Difficulty: Easy Skill: Definition(Concept) AACSB: Application of knowledge LO: 12.1 What differences exist between consumer promotions and trade promotions? 3) What is the difference between consumer promotions and trade promotions? Answer: Consumer promotions are incentives offered to the end user while trade promotions are offered to channel members. Difficulty: Easy Skill: Definition(Concept) AACSB: Application of knowledge LO: 12.1 What differences exist between consumer promotions and trade promotions? 4) The primary vehicle for distributing print coupons is: A) magazines. B) newspapers. C) direct mail. D) freestanding inserts. Answer: D Difficulty: Moderate Skill: Definition(Concept) AACSB: Application ofknowledge LO: 12.2 How can the various forms of consumer promotions help to pull consumers into stores and push products onto the shelves? 1 Copyright ◎ 2018 Pearson Education, Inc. 5) Freestanding inserts are found primarily in: A) magazines. B) newspapers. C) shopping malls. D) catalogs. Answer: B Difficulty: Easy Skill: Definition(Concept) AACSB: Application of knowledge LO: 12.2 How can the various forms of consumer promotions help to pull consumers into stores and push products onto the shelves? 6) Which type ofcoupon is placed on a package to be used during the