ib bm

What is the primary purpose of promotion in the marketing mix?

• To reduce production costs
• To communicate with customers and generate sales
• To increase employee satisfaction
• To replace the need for market research

Which of the following is an objective of promotion?

• Reducing operational costs
• Differentiating the product from rivals
• Increasing production capacity
• Lowering supplier prices

What is above-the-line (ATL) promotion?

• Direct marketing via email
• Paid promotion using independent media (e.g., TV ads)
• Sales promotions at retail stores
• Personal selling by sales representatives

Which of the following is a disadvantage of cinema advertising?

• High reach to mass audiences
• Captive audience in cinemas
• Message may be forgotten after the movie
• Highly targeted based on movie genre

What is a key advantage of magazine advertising?

• Short shelf life
• Access to specific target groups
• Low readership rates
• High cost per impression

Which of the following is a limitation of newspaper advertising?

• Long lifespan
• High geographical reach
• Short readership duration
• Glossy print quality

What is a major drawback of TV advertising?

• Low emotional impact
• High cost, making it unaffordable for small firms
• Limited audience reach
• Inability to target specific demographics

Below-the-line (BTL) promotion differs from ATL because:

• It uses mass media
• The business has direct control over it
• It is always more expensive
• It cannot be measured for effectiveness

Which of the following is an example of BTL promotion?

• National TV commercials
• Billboards on highways
• Customer loyalty programs
• Radio advertisements

What is a disadvantage of direct mail marketing?

• High readership rates
• Low administrative costs
• Considered "junk mail" by recipients
• No need for customer databases