3.5.4 The elements of the marketing mix: promotion

Which of following best describes the term promotional mix?

• The process of gathering and analysing data

• The combination of promotional methods used by a business

• The way a business uses the marketing mix to sell its products

• The channels a business uses to get its products to the consumer

Which of the following promotional methods is an example of sales promotion?

• Magazines

• Point of sales display

• Sponsorship

• Television

A business donates money to a local football team and, in return, the team displays the name and logo of the business on its kit. This an example of:

• Sales promotion

• Social media

• Sponsorship

• Advertising

A business has launched an advertising campaign in an attempt to change the way its products are perceived by consumers. The most likely reason for the promotion is to:

• Inform/remind customers about the product

• Create or increase sales

• Persuade customers to buy the product

• Create or alter the image of the product

Which of the following methods of promotion uses the media to promote products to a target audience?

• Advertising

• Sponsorship

• Sales promotion

• Competition

Which of the following is a benefit of 2 for 1 offers as a promotional method?

• No direct charge is made for PR

• Short term boost to sales

• Advertisements can reach a mass audience

• Segmentation is possible through choice of media

Which of the following best describes the term sales promotion?

• Creating a positive image with customers

• The use of Twitter and Facebook to communicate with customers

• Short term incentives to encourage customers to buy a product

• When a business pays to be associated with an event

A haircare business launches a new shampoo range. Which of the following promotional methods would encourage customers to try the product without having to make a

purchase?

• Samples

• Money off coupons

• Point of sales displays

• Competitions

Which of the following factors, influencing the selection of the promotional mix, is defined as “the group of consumers at which a business aims its products”?

• Nature of the market

• Target market

• Nature of the product

• Competitor actions

Which of the following is a drawback of advertising as a promotional method?

• No guarantee the target audience will receive the message

• Some customers only buy special offers

• PR agencies can be expensive

• Customers may come to expect 2 for 1 offers