Spread the Word

On a per contact basis, which of the following elements of the promotional mix is most expensive:

• Advertising
• Publicity
• Sales promotion
• Personal selling 

Which of the following is an advantage of personal selling over advertising in the promotional mix:

• Immediate feedback 
• Less costly per contact
• Less flexible
• No face-to-face contact

When planning the promotional mix, a business should consider which of the following target market factors:

• The company history
• The type of product
• The stage of the product’s life cycle
• The type and number of customers and their location 

Which of the following is an example of personal selling:

• A salesperson places an ad in a local newspaper
• A business manager holds a press conference to explain a new product
• A financial planner discusses retirement plans with a group of employees
• An employee hands out coupons to customers who are attending a trade show.

Any paid form of nonpersonal presentation of ideas, images, goods, or services is known as

• sales promotion
• personal selling.
• publicity
• advertising

Which of the following characteristics is shared by advertising and publicity:

• Is impersonal 
• Must be paid for
• Receives close attention
• Presents the same message

What form of promotion is generally emphasized for complex, technical products sold to indus-trial users?

• Sales promotion
• Advertising
• Personal selling
• Publicity

Competing businesses within the same industry usually react to each other’s promotional mixes by

• trying not to outdo each other.
  
• reducing their promotional budgets
• playing follow the leader 
• changing distribution channels

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

• phase out the product
• compare competing products
• inform customers about the new product. 
• be competitive with companies making similar products

VISA promotes its services on other companies’ web sites. These promotions are examples of 

• publicity
• sales promotion
• advertising 
• personal selling