WorksheetsPromotion
Total questions: 40
Worksheet time: 3600secs
What is "institutional promotion"?
Promotion aimed at schools
Promotion meant to heighten a store's image
Promotion that does not use the Internet
Who is usually involved in personal selling?
A business owner's family and friends
A radio executive
A marketing manager
A store's sales associates
Which of the following is an example of sales promotion?
A flyer filled with coupons for discounts on select merchandise
A press release announcing a new store opening
A radio ad thanking customers for their continued support
Newspapers, magazines, and direct mail are all examples of what?
Broadcast media
Alternative media
National institutions
Print media
Which is an example of specialty media?
T-shirts with a store logo on them
A satellite television ad
A "midnight madness" sale
What is meant by "promotional mix"?
A set of key words that all successful ad campaigns should use
A staggered schedule of TV ads that air at different times of day
the combination of the types of promotion a business uses
The goal of a promotion should be what?
To impress local politicians
Specific and clearly stated
Decided after the promotion has ended
How are promotional budgets normally determined?
By using a percentage of a business's net sales
By using an estimate of expected future sales
By budgeting just a little bit more than the competition
Which government agency is in charge of enforcing advertising laws?
The Justice Department
The US Chamber of Commerce
The SEC
The Federal Trade Commission
Advertising a low-priced product in order to lure customers into buying a high-priced product is called what?
A shell game
Promotional mix
Bait and switch
Phishing
What are the two main ways businesses usually create an address list?
By word of mouth and by asking friends and family
By using government data and market research
By collecting addresses on their own or by purchasing a list from a third party
What is an internal email list?
One that was generated by the business itself
One that was generated from IRS data
One that is kept only on one computer for extra security
What is a great advantage of an internal list?
It can be compiled in just a matter of hours
It contains names from around the country and even the world
It naturally targets customers with the most money
It contains names voluntarily supplied by customers, so they are more apt to read any emails
What is the main reason a business might use a third-party list?
It is difficult to collect a large number of email addresses
They are much cheaper
Customers are more likely to read any emails they receive
What is a "hard bounce"?
When an email address is forcibly redirected to the correct recipient
An email sales technique that often doubles a response rate
A method of sending emails anonymously
An email returned because an address does not exist or has been closed
What did the CAN-SPAM Act of 2003 do?
Require that all email marketers be American citizens
Require "unsubscribe" links in all marketing emails
Require that email messages delete, or "can," themselves after 30 days
According to the reading, which of the following would be considered a good response rate for an email campaign?
20 percent
5 percent
1 percent
All of the above
What does "total opens" measure?
The count of recipients who actually open your marketing campaign's email message
The number of customers who come to your store on the first day of a sale
The number of customers who sign a purchase agreement
What is a loyalty program?
Any type of program in which a business donates money to its local community
An advertising campaign that focuses on patriotism and national values
Any kind of marketing strategy that creates loyal customers
Which of the following is the best example of a loyalty program?
A "buy nine, get the tenth on free" loyalty card
A shelf where heavily discounted items are placed
An end-of-year clearance sale
You own a jewelry store, and sales last month were $19,000. You had $3,000 in discounts and $1,750 in returns. Calculate your net sales for last month.
$14,250
$17,250
$20,250
$23,750
Your store cost on a loaf of bread is $0.75, and your retail price is $3.85. You are having a promotion which discounts the bread 20%. What is your margin on the discounted bread?
$0.77
$2.33
$3.10
$3.08
A drugstore is promoting candy sales for one month. A budget of $300 was allocated to this promotion based on 5% of net candy sales during the same period last year. What were the net sales that led to the $300 budget?
$6,000
$5,500
$7,000
$6,500
Last year, your store's total revenue was $400,000. The store's total discounts were $10,000 and returns totaled $5,000. What were your store's net sales?
$350,000
$465,000
$385,000
$375,000
Your promotional budget for this year is $200 for personal selling, $400 for sales promotion, $1000 for advertising, and $700 for image promotion. What is your total promotion budget for this year?
$2,000
$2,500
$2,300
$2,400
You have a $350 public relations budget for the current year. You would like to generate publicity by publishing several ads in the local township newspaper about your store's sponsorship of community activities. The newspaper normally charges $100 per ad but will give you a 30% discount since your message is community service oriented. How many ads can you buy?
3
5
7
9
You are planning to place an ad in a local newspaper. The size of the ad is 5 inches long by 4 columns wide. The newspaper's rate per column inch is $18. How much will the ad cost?
4250
$100
$90
$360
you are planning a promotion that will feature a lunch special. The lunch special will feature a loss leader of a small order of French fries for $0.50 when the customer purchases a hamburger and soda at the same time. The normal retail price of the small French fries is $ 0.99. Your cost for the fries is $0.50. How much margin is being lost if you sell 35 of the lunch specials?
$19.25
$17.85
$17.15
$20.00
You are planning a promotion that will feature breakfast sandwiches. Your store normally sells 75 breakfast sandwiches per week. The promotion is scheduled to last for one week. The stated goal is a sales increase of 20%. How many ADDITIONAL breakfast sandwiches must be sold in order to meet the sales increase goal?
10 sandwiches
15 sandwiches
90 sandwiches
110 sandwiches
You have selected to place a direct mail piece with a local vendor that will include your message insert along with others. The vendor's mailing will reach 100,000 homes but only 50,000 are in your immediate marketing area. You would like to target only the 50,000 homes closest to your store, but would consider the full 100,000 home reach if it is cost effective. The cost for the production of the insert and mailing is $75 per 10,000 for the 50,000. There is also a $50 charge for using the 50,000 home reach. The cost for production of the insert and mailing is $55 per 10,000 for the 100,000. Calculate the total investment for this direct mail promotion for each option.
50,000 Reach: $400 100,000 Reach: $700
50,000 Reach: $360 100,000 Reach: $500
50,000 Reach: $700 100,000 Reach: $900
50,000 Reach: $425 100,000 Reach $550
You send out 12,000 emails and 300 are opened. What is your open rate? (Open rate is opens as a percentage of sent emails.)
1%
2.5%
25%
30%
You have a list of 140 'hot leads' who clicked on a link in your email. Your click rate is 4%. How many emails did you ORIGINALLY send?
3,500
7,000
14,000
35,000
You are using an email marketing service. They charge a setup fee of $200 plus $0.25 per email sent. How much will a 5,000 email mailing cost?
200
1,450
2,900
4,200
You have a budget of $3,000. You want to buy email addresses, and each address costs $0.37. How many addresses can you buy?
37
3,000
8,108
12,322
Your experience indicates that offering a discount in your emails increases responses by 80%. Your last email, without a discount, got 23,000 responses. If you mail to the same size list and offer a discount, how many responses would you expect?
41,400
44,000
48,300
52,400
5% of people receiving your email opened it. 1% of people receiving your email click a link. Of those who opened the email, what percent clicked the link?
0%
1%
5%
20%
Your email marketing service shuts you down if your spam reports exceed 2%. You are doing a mailing to 800 people. What is the maximum number of spam reports you can get without being shut down?
2
16
80
800
You send out 9,000 emails. Of those, 5% are opened. Of those opened, 10% click on a link to register for something. Of those who clicked the link, 20% complete the registration. How many people completed the registration?
9
100
200
900
You are planning to email to two lists. The first list has 1,200 names. The second list has 900 names. There are 150 names that appear on both lists. How many total unique names do you have?
90
1,200
1,950
2,100
You pay $0.25 per name for List A and get a click rate of 5%. You pay $0.35 per name for List B and get a click rate of 10%. Which list has the lower cost-per-click?
List A
List B
