Strategic Marketing: Topic 10

Promotional messages can be classified by message appeals as

• emotional appeal

• rational appeal

• moral appeal

• none of the above

• all of the above

Nestle makes low-priced, everyday products that are widely available. It is most likely to focus its promotion efforts on

• public relations

• personal selling

• viral marketing

• advertising

• sales promotion

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

• direct marketing

• sales promotion

• personal selling

• public relations

• publicity

Which of the five major promotion tools is concerned with building up a positive corporate image and handling unfavourable rumours, stories and events?

• sales promotion

• personal selling

• direct marketing

• public relations

• indirect marketing

Which of the following is NOT a major category in the promotion mix?

• advertising

• sales promotion

• public relations

• market positioning

• direct marketing

Danks, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

• sales promotion

• personal selling

• public relations

• direct marketing

• advertising

Today’s consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

• public relations

• direct marketing

• the internet and other technologies

• mass market media

• informative advertising

More companies are adopting the concept of ________, which carefully coordinates the company’s many communication channels to deliver a clear, consistent and compelling message about the organisation and its brands.

• integrated marketing communications

• integrated personal selling

• integrated competitive methods

• non-personal communication channels

• buzz marketing

Advertising, sales promotion, personal selling, public relations and direct marketing are all ________.

• communications channels that should be integrated under the concept of integrated marketing communications

• communications channels focused more on narrowcasting than broadcasting

• promotional tools used for push strategies but not pull strategies

• promotional tools used for pull strategies but not push strategies

• promotional tools adapted for use in mass marketing

Sales promotion features a wide assortment of tools. Which is NOT one of these tools?

• contests

• premiums

• catalogues

• coupons

• cents-off deals