Chapter 14: Marketing Mix Promotion

Promotion of a product can include all of the following except:

• advertising a new product
• offering money-off vouchers to encourage increased sales
• personal selling by using sales representatives
• redesigning a product to make it look more modern

One of the aims of promotion is to:

• lower the price of the product
• update the product
• inform consumers about the product
• to lower the costs of producing the product

Before deciding on the most appropriate advertising media, it is important to:

• change the price of the product
• redesign the product
• establish the target audience for the product
• introduce an extension strategy for the product

Which of the following is an advantage of television advertising?

• It is cheaper than most other forms of advertising.
• It can be used to give the consumer product information.
• It can be aimed at audiences at different times of the day.
• All members of the target audience will see the adverts

If a firm wanted to advertise the technical details of its products, it would use:

• a business newspaper
• billboards and posters
• radio
• cinema adverts

If a toy retailer wants to inform potential consumers of its large product range. It would use:

• billboards and posters
• children’s television
• evening radio programmes
• national newspapers

A firm is set to launch a new high energy sports drink. Which method of promotion would it use?

• national television advertising during the Olympic Games
• sports magazines with a national coverage
• national newspapers
• a local radio station

Which of the following is an example of sales promotion?

• advertising a new product on television
• using specialist magazines to advertise the product
• billboards and posters
• special offers and free gifts

All of the following are important when considering which method ofpromotion to use except:

• the stage of the product life cycle the product is in
• the total promotional budget
• the target audience (or market) being aimed at
• the packaging of the product

One of the advantages of sales promotion is that it:

• encourages consumers to buy the product more often
• informs the public of a new product
• allows the firm to lower the price
• does not cost the firm anything, unlike advertising.