Imc Chapter 10

Front 1

consumer promotions (sales promotions)

Back 1

incentives designed for a firm’s customers

Front 2

freestanding inserts (FSIs)

Back 2

sheets of coupons distributed in newspapers, primarily on Sunday

Front 3

instant redemption coupons

Back 3

coupons that customers can redeem immediately when making a purchase

Front 4

bounce-back coupons

Back 4

coupons that customers cannot redeem instantly but instead must be used at a later purchase

Front 5

scanner-delivered coupons

Back 5

coupons issued at the cash register, which are triggered by an item being scanned

Front 6

cross-ruffing coupons

Back 6

the placement of a coupon for one product on another product

Front 7

response offer coupons

Back 7

coupons are issued (or mailed) following requests by consumers

Front 8

free-in-the-mail premiums

Back 8

gifts given to individuals for purchasing products; however, the customer must mail in a proof of purchase to the manufacturer to receive the gift

Front 9

in- or on-package premiums

Back 9

small gifts, such as toys in cereal boxes, often disguised or packaged so the consumer must buy the product to find what the gift is

Front 10

store or manufacturer premiums

Back 10

gifts given by either the retail store or the manufacturer when the customer purchases a product

Front 11

self-liquidating premiums

Back 11

gifts that accompany purchases whereby consumers must pay an amount of money for them

Front 12

promotion prone consumers

Back 12

individuals who are not brand loyal and regularly respond to promotions, such as coupons price-off plans, or premiums, only purchasing items that are on-deal

Front 13

brand-loyal consumer

Back 13

someone who purchases only on particular brand and does not substitute regardless of any deal being offered

Front 14

price-sensitive consumer

Back 14

a consumer for whom price is the primary, if not the only, criterion used in making a purchase decision