MP Unit 4 Test Review

What is the primary purpose of promotion in marketing?

• To increase brand awareness and provide customer service
• To inform, persuade, and remind customers about products or services
• To improve the product’s quality
• To reduce product prices

A company is launching a new high-end luxury product and has a limited marketing budget. The company aims to create brand awareness and reach a specific, affluent target market. Given these circumstances, which promotional mix strategy would likely be most effective in reaching their objectives?

• Relying heavily on sales promotions such as discounts and coupons to drive immediate purchases.
• Focusing primarily on advertising through mass media like television to reach a wide audience.
• Using a combination of targeted personal selling, public relations, and advertising to create a strong brand image among a select group of potential customers.
• Focusing on public relations through widespread media coverage and discounts at mass-market retailers to boost immediate sales.

What is the main difference between product promotion and institutional promotion?

• Product promotion aims to build brand awareness, while institutional promotion focuses on a product's features
• Product promotion is focused on persuading customers to buy, while institutional promotion builds a favorable image for the brand
• Institutional promotion is used to increase short-term sales, whereas product promotion is long-term
• Product promotion involves advertising, while institutional promotion involves personal selling

Which promotional mix element is most focused on building relationships and directly influencing purchase decisions?

• Sales promotion
• Personal selling
• Advertising
• Public relations

How does advertising differ from public relations in terms of control over the message?

• Advertising allows the business to control the message, while public relations relies on third-party sources for the message
• Advertising is always free, but public relations involves paid campaigns
• Public relations focuses on product benefits, while advertising focuses on customer needs
• Advertising is more effective than public relations

What is the main goal of push marketing?

• To create brand loyalty and attract repeat customers
• To convince customers to come to the product through promotions and mass media
• To push the product directly to customers through methods like trade shows and product demonstrations
• To build a long-term customer relationship through word-of-mouth referrals

Which of the following best describes the concept of pull marketing?

• Using direct sales tactics like door-to-door selling
• Creating brand loyalty and attracting customers to the product through advertising and promotions
• Providing financial incentives to push products to retailers
• Reaching customers through in-store promotions and visual merchandising

Which element of an advertisement is primarily responsible for grabbing attention and creating interest?

• Copy
• Identification
• Illustration
• Headline

How does the use of white space in an advertisement benefit its layout?

• It fills in empty spaces with text and graphics
• It organizes the ad and makes it easier for the reader to focus on key elements
• It minimizes the visual impact of the advertisement
• It decreases the cost of producing the advertisement

Which of the following is a characteristic of sales promotion?

• It is primarily focused on long-term brand building
• It provides a short-term incentive to encourage immediate purchases
• It involves creating emotional connections with the audience
• It focuses on creating press coverage and media buzz