PBMF Chapter 12-Promotion

The promotional mix includes advertising, public relations, personal selling, and ______________.

• Sales promotion

• Entrepreneurship

• Customer service

• Customer relations

The 4 Ps is also known as:

• Customer satisfaction
• Marketing segmentation
• Promotional mix
• Marketing mix

True or false: businesses use both product and institutional promotion.

• True

• False

__________ promotion is used to create a favorable image for a company, advocate for change, or take a stand. 

• Direct
• Institutional
• Indirect
• Corporate

Magazines, newspapers, TV commercials, etc.

• Public Relations
• Advertising
• Personal Selling
• Direct Marketing

AIDA stands for: 

• Attention, Interest, Desire, Action
• Attention, Investment, Direct Mail, Advertising
• Advertising, Interest, Direct Mail, Attention
• Attention, Interest, Desire, Advancement

Institutional promotion directly sells products and/or services. 

• True
• False

Sunshine Chinese has coupons that are sent to a specific group of customers with a Katy address. What aspect of the promotional mix is this?

• Advertising

• Public Relations

• Direct Marketing

• Sales Promotion

You received a discount when you purchased a large size shampoo from Target.

• Advertising

• Sales Promotion

• Personal Selling

• Direct Marketing

Dress Up purchased a $50 advertisement for the upcoming fashion show program.

• Advertising
• Sales promotion
• Public Relations
• Personal Selling