MKT243 Chapter 9: Promotional Mix

Public relation is not one of the elements of promotional mix

• True

• False

Premium is an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product.

• True

• False

Lobbying, product publicity, and crisis management are all functions of:.

• Advertisement

• Sales Promotion

• Public Relation

• Personal Selling

______________ provides a detailed explanation or demonstration of the product.

• Advertisement

• Sales Promotion

• Public Relation

• Personal Selling

The AIDA concept model outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. It stands for

• attention, interest, desire, and appeal

• attention, interest, desire, and action

• attention, interest, deal, and action

• attention, inform, desire, and action

Promotion seeks to modify behavior and thoughts. The goals and tasks of promotion are

• informing, persuading, and recalling

• informing, recalling, and reminding

• informing, persuading, and reminding

• recalling, persuading, and reminding

A manufacturer of computer laser printers is offering $100 cash to consumers who buy one of their printers which produces a cash register receipt, a completed certificate, and proof of purchase. This is an example of a(n) .

• rebate

• quantity discount

• sweepstakes

• coupon

Which tool of the promotion mix is designed to build good "corporate image"?

• Personal selling

• Sales promotion

• Advertising

• Public relations

The primary objective is to influence behaviour and the goal is to motivate consumers to purchase immediately. Which type of promotional mix best describes this?

• Advertising

• Personal selling

• sales promotion

• Publicity

A promotional program designed to build long term, mutually beneficial relationships between a company & key customers is known as:

• Coupon

• Sweepstakes

• Premium

• Loyalty marketing program