Which of the following is an advantage of personal selling over advertising in the promotional mix:
Immediate feedback
The Vision Company promotes its products to intermediaries who then promote the products to customers. The Vision Company is using a(n) __________ promotional strategy.
push
Which of the following is an example of personal selling
A financial planner discusses retirement plans with a group of employees
In which stage of a product's life cycle would the least money be invested in product promotion?
Decline
Contests, samples and coupons are all examples of
sales promotion
Which of the following is a false statement about the promotional mix:
Advertising is the best promotional mix element
Competing businesses within the same industry usually react to each other's promotional mixes by
playing follow the leader
If a manufacturer has chosen to advertise on national radio and in magazines, which of the following factors has influenced the promotional mix
Geographical location of the market
Which of the following is a true statement about inexpensive, self-service products
Sales promotion could promote these products successfully
Evans Electronics developed a new digital music player that made them innovators in the music industry. Considering the life cycle stage of the product, the company should design a promotional mix that will
inform customers about the new product
Which of the following is an overall goal of the promotional mix:
To persuade consumers to buy
Personal selling would be a cost-effective form of promotion for which of the following products:
Laptop computer
Which element of the promotional mix is being used by a business that builds a display to show a new line of products?
Sales Promotion
VISA promotes its services on other companies' web sites.These promotions are examples of
advertising
Any paid form of nonpersonal presentation of ideas, images, goods, or services is known as
advertising
Which of the following characteristics is shared by advertising and publicity:
Is impersonal
When the promotional mix for a product is affected by the path the product takes from the producer to the ultimate consumer, the mix is being influenced by the product's
distribution channel
What form of promotion is generally emphasized for complex, technical products sold to industrial users?
Personal selling
Cool Cola recently developed a new flavor of soda. The company has generated customer interest in the new product via television commercials and coupons. As a result, wholesalers and retailers are buying the new soda from Cool Cola to meet customer demand
pull
When planning the promotional mix, a business should consider which of the following target market factors:
The type and number of customers and their location
Which of the following statements best defines the term promotional mix:
The way in which businesses combine promotional methods
Which of the following is an example of publicity:
An author appears on a talk show to discuss his/her new book
On a per contact basis, which of the following elements of the promotional mix is most expensive:
Personal selling
Should businesses rely solely on their previous promotional mixes?
No, there may be other, more successful mixes to try.
Cookie's Palace, a new boutique for children, wanted to attract more customers. The manager planned a puppet show, a new window display, and bought balloons to give to children. This is an example of
sales promotion
A magazine advertisement for cleaning supplies pictures a woman scrubbing the kitchen floor. What criticism of promotion might this illustrate?
It can create or reinforce stereotypes
How does promotion help the economy grow?
It creates jobs.
Which of the following is a specific criticism of product promotion
It does not add value to the product
Chris saw two different car advertisements�one for a Chevrolet and one for a Saturn. Each was trying to persuade him to purchase its particular brand of car. This is an example of
secondary product promotion
In what way does promotion have limited abilities?
It cannot substitute for salespeople
How does promotion benefit customers?
It educates them
Which of the following is an example of institutional promotion
A company's donation of blankets to the homeless
An advertisement for nutritional supplements features a man with a bodybuilder's physique. What criticism of promotion might this illustrate?
It can be deceptive
A company reacts to media reports that its product has been tampered with and is unsafe. This is an example of what type of institutional promotion?
Public-relations
Which of the following is a use of product promotion:
Informing customers about product features
Which of the following is a use of institutional promotion
Informing the public about the company's future
A television advertisement shows a person who has bad breath from not using a specific brand of toothpaste. What criticism of promotion does this illustrate?
It can play upon people's fears
Which of the following is an example of product promotion
Coupon for the purchase of Ritz crackers
Which of the following is not a criticism of promotional activities
They can be overly honest
A local grocery store announces its extended hours and plans to expand its in-store pharmacy. This is an example of what type of institutional promotion?
Patronage
Which of the following is a specific criticism of institutional promotion
It may take money away from product promotion
Sarah saw two different beverage advertisements�one for the orange juice industry and one for then grape juice industry. Each was trying to persuade her to purchase its type of beverage. This is an example of
primary product promotion
Tyler is visiting an electronics store, where a salesperson is trying to convince him to buy an Apple computer. This is an example of
secondary product promotion
Which of the following is a benefit of promotional activities
They help support the mass media
A company sponsors an advertisement on local television, highlighting the importance of parents reading to their children. This is an example of what type of institutional promotion?
Public-service
One of the purposes of promotion is to __________ consumers about the existence of a company or a product.
remind
The way in which the promotional message is communicated should be
suited to the product.
Which of the following factors is most important for marketers to consider when planning promotions?
Costs
A promotion is considered to be successful if prospective customers are __________ to buy the product.
persuaded
Promotion benefits customers by making them
more informed
Promotions that convince customers to buy often use incentives such as
coupons
Promotions that convince customers to buy are especially important for __________ products
competitive
Information on the back of a product label, such as money-back guarantee information, is intended to__________ the customer.
inform
A long-range benefit that a business may derive from promoting its company image is
customer loyalty.
A business's promotion can present facts in a creative way, but it must remain
honest
To be effective, promotional messages need to be
repeated frequently.
The end result of promotion is that information about goods, services, images, or ideas will be
communicated
Which of the following is a way that promotion benefits society and the economy:
Creates jobs
The way that business benefits directly from promotion is through
increased sales
Promotions that educate customers are especially important for __________ products.
new
Promotional messages should __________ the company's other promotional messages.
coordinate with
When a company uses promotion so customers will perceive it in a certain way, it is strengthening its
position
Businesses receive positive feedback about the effectiveness of their promotional messages when consumers
buy their products.
A characteristic of effective promotion is that it should be __________ to the intended audience.
relevant
Special interest groups often use promotion to
communicate ideas.