Chapter 11 & 17 Test

The type of communication used to motivate people to buy a product is known as _____.

• packaging
• launching
• promotion
• public relations

A form of communication that is paid for by sponsors to help persuade consumers to buy a product is _____.

• circulation
• advertising
• personal selling
• public relations

Activities that promote goodwill between a business and the public are called _____.

• push promotions
• pull promotions
• advertising
• public relations

Software programs that allow people to access promotions and product information using mobile devices such as smartphones and tablets are commonly known as _____.

• mobile apps
• text messaging
• push promotions
• pull promotions

An Internet-based tool that connects people with similar interests and allows companies to share information with their customers is _____.

• social media
• customer testimonials
• broadcast media
• advertising

The process of indexing a website so that it ranks higher on the list when people search the Internet is called _____.

• digital presence search
• search engine optimization
• e-mail campaigning
• web-design indexing

A bar code that allows consumers to go directly to a company’s website is a(n) _____.

• QR
• URL
• wiki link
• SEO

When a campaign promotes the company itself, rather than a particular product, the company is using _____.

• public relations
• placement
• institutional promotion
• advertising

The method of using the Internet to deliver marketing messages to consumers is known as _____

• traditional advertising
• online advertising
• e-mail campaigns
• personal selling

The promotional strategy that involves leading the customer to actively seek out the product is known as the _____.

• push promotional strategy
• institutional promotional strategy
• social promotional strategy
• pull promotional strategy