Test #3 Questions

Chapter 7
True or False: Dead people are sometimes used as brand spokespeople.
True.
Chapter 8
The following formula: cost of media/total audience x 1,000; is used to determine what?
a. Cost Per Thousand
b. Shares
c. Ratings
d. Cost Per Rating Point.
(a)
What is the name of the group that reports local radio ratings?
a. Arbitron
b. Better Business Bureau
c. Nielsen
d. The Radio Group
(a)
Chapter 9
When a retailer picks up or is responsible for the cost of shipping goods that have been deeply discounted, it is called:
a. Back-haul allowance
b. corporate sales program
c. cross-dock allowance
d. producing plant allowance
(a)
The typical slotting fee for a nationally introduced product is in the range of:
a. $100,000 to $200,000
b. $500,000 to $1 million
c. $1.5 million to $2 million
d. $2.5 million to $4 million
(c)
Chapter 10
These types of coupons are issued, or mailed, following a request by the consumer:
a. Response offer coupons
b. Bounce back coupons
c. Scanner-delivered coupons
d. Cross-ruffing coupons
(a)
While the overall redemption rate for all rebates is 30 percent, what is the redemption rate for rebates over $50?
a. 15 percent
b. 40 percent
c. 65 percent
d. 85 percent
(d)
Chapter 11
What is not an action manufacturer's typically take to enhance a brand?
a. provide training for retail salespeople
b. advertise extensively
c. offer trade contests or incentives
d. give away the product
(d)