3.03 Quiz

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

• To decrease operating expenses

• To convey a message inexpensively

• To have the right goods available

• To persuade consumers to buy

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 non-personal presentation of ideas, images, goods, or services is known as

• Sales promotion

• Personal selling

• Advertising

• Publicity

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

• Advertising

• Publicity

• 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 employees

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

Which of the following is an advantage of personal selling over advertising in the promotional mix?

• Less flexible

• Immediate feedback

• Less costly 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

• Publicity

• Sales promotion

• Personal selling

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

• Is impersonal

• Must be paid for

• Receives close attention

• 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 his/her 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

• Personal selling

• Novelty items

• Sales promotion