3.01 Spread the Word SEM2

Which of the following is an overall goal of the promotional mix:

• to decrease operating expenses

• to persuade consumers to buy

• to convey a message inexpensively

• to have the right goods available

Which of the following statements best defines the term promotional mix:

• The way in which businesses combine promotional methods

• The "magic formula" used in developing promotional plans

• The confusion of too many promotional techniques

• The rotation technique used for promoting employees

Any paid form of nonpersonal presentation of ideas, images, goods, or services is known as

• sales promotion

• publicity

• personal selling

• advertising

VISA pays to promote its services on other companies' websites. These promotions are examples of

• publicity

• advertising

• sales promotion

• personal selling

Which of the following is an example of personal selling:

• A salesperson places an ad in a local newspaper

• A business manager holds a press conference to explain a new product

• A financial planner discusses retirement plans with a group of teachers.

• An employee hands out coupons to customers who are attending a trade show

Which of the following would be a reason a business uses personal selling rather than advertising:

• Immediate feedback

• Less flexible

• Less cost per contact

• No face-to-face contact

On a per-contact basis, which of the following elements of the promotional mix is most expensive:

• Advertising

• Sales promotion

• Publicity

• Personal Selling

Which of the following characteristics is shared by advertising and publicity:

• Is impersonal

• Receives close attention

• Must be paid for

• Presents the same message

Which of the following is an example of publicity:

• Free samples are given to customers entering a business

• An author appears on a talk show to discuss their new book

• A fashion show is held highlighting the latest in bridal fashions

• A radio announcer delivers a paid message about the grand opening of a business

Contests, samples, and coupons are all examples of

• premiums

• novelty items

• personal selling

• sales promotion