Lap Spread the Word

Promotion consists of communication activities that inform potential customers about goods, services, images, or ideas to achieve a desired outcome.

• True

• False

Businesses use a variety of communication techniques to send their promotional messages to customers. They communicate with customers through

• advertising.

• personal selling.

• publicity.

• sales promotion.

The specific combination, or blend, of marketing communication channels that a business uses to send its messages to customers is known as the promotional mix.

• True

• False

Each business’s promotional mix is all the same.

• True

• False

The goal of promotional mix is always the same—to communicate effectively with customers.

• True

• False

Successful marketers carefully blend the elements of the promotional mix for the best possible results.

• True

• False

The least visible element of the promotional mix is advertising.

• True

• False

Advertising helps customers to “put a face with a name,” no matter whether it’s a product, a company, an organization, or an idea.

• True

• False

Examples of mass media in advertising are

• television commericals

• radio commercials

• print ads in newspapers

• car wraps

On the Internet, advertising takes many forms: a business’s own web site, social media sites, banner ads, paid listings, search engine listings, pay-per-click links, and email.

• True

• False