Chapter 14: The marketing mix – Promotion and technology in

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

1) advertising a new product

2) offering money-off vouchers on packaging to encourage increased sales

3) sponsoring a football team

4) redesigning a product to make it look more modern

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One of the aims of promotion is to:

1) lower the price of the product

2) update the product

3) inform consumers about the product

4) lower the costs of producing the product

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The advertising process requires certain stages to be followed. Which order should these

be completed in?

1) Evaluate success of the campaign, set objectives, decide the promotion budget,

design the adverts

2) Decide the promotion budget, design the adverts, set objectives, evaluate the success

of the campaign

3) Design the adverts, decide the promotion budget, evaluate the success of the

campaign, set the objectives

4) Set the objectives, decide the promotion budget, design the adverts, evaluate the

success of the campaign

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

1) change the price of the product

2) redesign the product

3) establish the target market for the product

4) introduce an extension strategy for the product

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Which one of the following is an advantage of television advertising?

1) It is cheaper than most other forms of advertising

2) It allows easy comparison with competitors’ products

3) It can be aimed at particular target audiences at different times of the day

4) All members of the target audience will see the adverts

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If a company selling computers to other firms wanted to advertise the technical details of

its products to customers, it would be most likely to use:

1) a business newspaper

2) billboards and posters

3) radio

4) cinema adverts

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A large national toy retailer wants to inform potential consumers of its huge product range.

It would be most likely to use:

1) billboards and posters

2) children’s television

3) evening radio programmes

4) national newspapers

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A small firm is about to launch nationally a new sports drink containing ‘reserves of energy

for all sports players’. Which method of promotion do you think would be most

appropriate?

1) National television advertising at peak times during the Olympic Games

2) Sports magazines with a national coverage

3) National newspapers

4) A local radio station

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Which of the following is an example of sales promotion?

1) Advertising a new product on television

2) Using specialist magazines to advertise the product

3) Billboards and posters

4) Special offers and free gifts

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All of the following are important when considering which method of promotion to use

except:

1) the stage of the product life cycle the product is in

2) the total promotional budget

3) the target market being aimed at

4) the packaging of the product

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