Integrated Marketing Communications (IMC) Final Exam questions with correct answers

Sales promotions and characteristics - Answer Any incentive that is additional to the basic benefits provided by the brand and temporarily changes its perceived price or value -Short-term oriented -Capable of influencing behavior b/c it offers buyers superior value and can make them feel better about the buying experience Sales promotions examples - Answer Consumer: samples, coupons, premiums, contests, sweepstakes, etc. Trade: buying allowances, push money, advertising allowances, display allowances, trade shows Sales force: sales contests, bonuses, meetings, POP displays Purposes of sales promotion - Answer - To induce trade (wholesalers/retailers) or consumers to buy a brand -To encourage the manufacturers sales force to sell a brand aggressively -To encourage immediate, desired shopping and purchasing behaviors from consumers -To encourage people to increase their donations to nonprofits now rather than later