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WorksheetsBHMC2003 Quiz #2 : Chapter 2 - Promotion Mix Elements
Total questions: 10
Worksheet time: 20mins
Which the following factors is generally neglected through the use of advertising?
ability to reach mass markets
low cost per contact
ability to create brand images and symbolism
immediate feedback
control of message content and media placement
With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.
professional
trade
business-to-business
national
direct-response
List the following touch points from the highest to lowest in terms of relative impact.
Unexpected -> Customer Initiated -> Intrinsic -> Planned
Customer Initiated -> Unexpected -> Intrinsic -> Planned
Unexpected -> Customer Initiated -> Planned -> Intrinsic
Planned -> Intrinsic -> Customer Initiated -> Unexpected
Planned -> Unexpected -> Customer Initiated -> Intrinsic
Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?
Advertising
Sales Promotion
Direct Marketing
Publicity
Public Relations
_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.
Direct Digital marketing
Advertising
Public Relations
Sales Promotion
Personal Selling
Which of the following is a primary difference between publicity and advertising?
Unlike advertising, publicity is done only by retailers.
Unlike publicity, advertising does not utilize mass media.
Unlike advertising, publicity is not paid for by the sponsoring organization.
Unlike advertising, publicity is institutional in character
Unlike publicity, advertising leads to less skepticism among consumers.
Which of the following is true of public relations?
It is synonymous with sales promotions.
It is narrower in perspective than publicity.
It includes fund-raising, sponsorship of special events, and special publications.
It avoids using advertising as a tool to enhance an organization's image.
It refers to personal communications regarding an organization and its products.
The promotional mix element that allows for the most immediate and precise feedback from the customer is
advertising.
sales promotion.
public relations.
publicity.
personal selling.
Which of the following promotional tools best suits a business-to-business marketer who sells expensive, risky, and often complex products?
advertising
sales promotion
public relations
personal selling
publicity
Joy calls a mobile phone store to inquire about a new phone available in the market. The customer service operator sends her an e-mail with the product details along with other specifications Joy requested. Which of the following types of touch points is illustrated in this scenario?
company-created touch point
intrinsic touch point
extrinsic touch point
unexpected touch point
customer-initiated touch point
