SEM II - 3.01

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

• To decrease operating expenses

• To convey a message inexpensively

• To persuade consumers to buy

• 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.

• personal selling.

• publicity.

• advertising.

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

• publicity.

• sales promotion.

• advertising.

• 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 cost per contact

• Less flexible

• 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 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.

• personal selling.

• novelty items.

• sales promotion.