DECA Sports and Entertainment Marketing Practice Exam

What is consumer sales promotion aimed at?

1. Encouraging retailers to buy in bulk

2. Creating brand awareness

3. Directing promotions at the final consumer

4. Boosting employee morale

The correct answer is: Directing promotions at the final consumer

Consumer sales promotion primarily focuses on directly engaging the final consumer with incentives to encourage purchasing behavior. This strategy is designed to stimulate interest and boost sales by offering consumers immediate benefits such as discounts, samples, coupons, or contests. By targeting the end-user, marketers can effectively drive demand for their products and promote brand loyalty. In contrast, other options address different aspects of marketing and promotional strategies. For instance, encouraging retailers to buy in bulk relates to trade promotions aimed at wholesalers or retailers rather than the end consumer. Creating brand awareness is more aligned with advertising and public relations efforts designed to inform potential customers about a product or service over time, whereas boosting employee morale is a separate concern that focuses on internal company culture and staff engagement. Thus, option C accurately captures the essence of consumer sales promotion, which is to create direct incentives and engagement with the consumer.