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PBMF Chapter 12-Promotion

Total questions: 44

Worksheet time: 23mins

Name
Class
Date
1.

The promotional mix includes advertising, public relations, personal selling, and ______________.

a)

Sales promotion

b)

Entrepreneurship

c)

Customer service

d)

Customer relations

2.
The 4 Ps is also known as:
a)
Customer satisfaction
b)
Marketing segmentation
c)
Promotional mix
d)
Marketing mix
3.

True or false: businesses use both product and institutional promotion.

a)

True

b)

False

4.
__________ promotion is used to create a favorable image for a company, advocate for change, or take a stand. 
a)
Direct
b)
Institutional
c)
Indirect
d)
Corporate
5.
Magazines, newspapers, TV commercials, etc.
a)
Public Relations
b)
Advertising
c)
Personal Selling
d)
Direct Marketing
6.
AIDA stands for: 
a)
Attention, Interest, Desire, Action
b)
Attention, Investment, Direct Mail, Advertising
c)
Advertising, Interest, Direct Mail, Attention
d)
Attention, Interest, Desire, Advancement
7.
Institutional promotion directly sells products and/or services. 
a)
True
b)
False
8.

Sunshine Chinese has coupons that are sent to a specific group of customers with a Katy address. What aspect of the promotional mix is this?

a)

Advertising

b)

Public Relations

c)

Direct Marketing

d)

Sales Promotion

9.

You received a discount when you purchased a large size shampoo from Target.

a)

Advertising

b)

Sales Promotion

c)

Personal Selling

d)

Direct Marketing

10.
Dress Up purchased a $50 advertisement for the upcoming fashion show program.
a)
Advertising
b)
Sales promotion
c)
Public Relations
d)
Personal Selling
11.
The sales associate helped you pick out a prom dress.
a)
Personal Selling
b)
Sales Promotion
c)
Advertising
d)
Direct Marketing
12.

Promotion means -

a)

any form of communications that is used to persuade people to buy a company's product.

b)

to move from one place to another

c)

to place an ad

d)

when students advance from one level to the next

13.
The 4 P's are: 
Product, Price, Promotion, and __________
a)
Pythagorus
b)
Parts
c)
Piece
d)
Place
14.
Radio, Television, and Billboards are examples of  _____________
a)
public relations
b)
sales promotion
c)
advertising
d)
personal selling
15.
The person who starts a conversation.
a)
Reciever
b)
Sender
c)
messenger
d)
inceptor 
16.
A response from a receiver 
a)
Feedback
b)
Communication 
c)
Medium (channel)
d)
Context
17.
The percentage of readers who click on an ad to visit an advertiser's rate called  ______________. 
a)
database marketing
b)
ad servers
c)
viral marketing
d)
click-through rate
18.
In the marketing mix, ‘place’ is concerned with:
a)
channels of distribution
b)
location of manufacturing activity
c)
niche marketing
d)
mass marketing
19.

A call to ACTION can be:

a)

A phone Number

b)

a website link

c)

ordering instructions

d)

All of the Above

20.

The process of creating floor plans, displays and fixtures.

a)

visual merchandising

b)

public relations

c)

sales promotion

d)

Integrated marketing

21.

Which is not a step in the process of creating an advertising campaign?

a)

set campaign goals

b)

encode the message

c)

create the message

d)

establish the metrics

22.

The elements of an advertisement include headline, copy, graphics, and _____.

a)

signature

b)

marque

c)

persuasion

d)

metrics

23.

You must be a media professional in order to submit a press release

a)

True

b)

False

24.

Your unique selling proposition (USP) is a statement that outlines

a)

how your product differs from other similar products

b)

how this product can make your life better

c)

how your product is similar to others on the market

d)

how you will market your product

25.

Social media makes it easier to measure the success of your advertising campaign

a)

True

b)

False

26.

Promotion has 3 goals -

a)

inform, persuade or remind

b)

advertise, PR, promotional selling

c)

send, encode, receive

d)

inform, persuade, relate

27.

A promotion strategy that uses multiple elements to communicate and interact with customers is called:

a)

Participatory Marketing

b)

Promotional Campaign

c)

Advertising

28.

This consists of the words designed to grab attention so viewers will read an advertisement:

a)

Copy

b)

Headline

c)

Signature

d)

Graphic

29.

This identifies the person or company paying for the ad:

a)

Copy

b)

Headline

c)

Graphics

d)

Signature

30.

This is the advertisement text that provides information and sells the product:

a)

Copy

b)

Headline

c)

Graphics

d)

Signature

31.

In the Communication process, the person who has a message to communicate is called:

a)

Receiver

b)

Sender

c)

Encoding

32.

In the Communication process, how the message is transmitted is called:

a)

Channel

b)

Encoding

c)

Decoding

33.

Any non-personal communication paid for by an identified sponsor is called:

a)

Marketing

b)

Sales Promotion

c)

Advertising

34.

The coordination of marketing communications to achieve a specific goal is called:

a)

Participatory Marketing

b)

Promotional Campaign

c)

Advertising

35.

A coordinated series of linked ads with a single idea or theme is called:

a)

Advertising Campaign

b)

Promotional Campaign

c)

Marketing

36.

The process that uses logic to change a belief or get people to take a certain action is called:

a)

Advertising

b)

Promotion

c)

Persuasion

37.

Applying communication skills that promote goodwill between a business and the public is called:

a)

Sales Promotion

b)

Personal Selling

c)

Public Relations

38.

A marketing approach designed to provide insight into a customer's mind and represents the steps needed to cultivate leads and generates sales is called:

a)

Integrated Marketing Communication

b)

Marketing

c)

A.I.D.A

39.

An item that encourages customers to buy a product as soon as possible is called:

a)

Markeitng

b)

Sales Promotion

c)

Advertising

40.

A promotional strategy that combines the elements of the promotional mix to create a unified marketing message is called:

a)

Promotional Campaign

b)

Integrated Marketing Communication

c)

Participatory Marketing

41.

Giving a product or company a distinct and recognizable identifier.

a)

Marketing mix

b)

Branding

c)

Brand loyalty

d)

Packaging

42.

A factor about a product that competitors’ products do not have.

a)

Brand loyalty

b)

Four Ps

c)

Unique selling position (USP)

d)

Marketing mix

43.

Using (a)   is a way of measuring the success of an advertising campaign

44.

Marketing and Branding are basically the same thing

a)

True

b)

False

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