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WorksheetsMM51 - Objective 3.03 Review (Spread the Word)
Total questions: 25
Worksheet time: 13mins
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.
Cookie’s Palace, a new boutique for children, wanted to attract more customers. To do so, the manager planned a puppet show, put up a new window display, and bought balloons to give to children. This is an example of
publicity.
sales promotion.
advertising.
personal selling.
Which of the following is an example of a promotional activity that combines several of the promotional mix elements:
Television commercials
Sponsorships
Coupons
Sales presentations
Which of the following is a false statement about the promotional mix:
Advertising is the best promotional mix element.
The promotional mix plays a key role in obtaining customers.
The promotional mix may need to be changed from time to time.
A variety of communication channels can be used to promote goods, services, or ideas.
Which of the following is a true statement about inexpensive, self-service products:
They are in the decline stage of their life cycles.
Their promotional mix should emphasize personal selling.
Examples of these products are computers and automobiles.
Sales promotion could promote these products successfully.
Personal selling would be a cost-effective form of promotion for which of the following products:
Newspaper
Garden rake
Laptop computer
Soft drink
Johnson Quittles developed a new digital music platform that made them innovators in the music industry. Considering the life cycle stage of the product, the company should design a promotional mix that will
phase out the product.
compare competing products.
inform customers about the new product.
be competitive with companies making similar products.
In which stage of a product’s life cycle would the least money be invested in product promotion?
Growth
Introduction
Decline
Maturity
What form of promotion is generally emphasized for complex, technical products sold to industrial users?
Sales promotion
Advertising
Personal selling
Publicity
When planning the promotional mix, a business should consider which of the following target market factors:
The company history
The type of product
The stage of the product’s life cycle
The number of customers
If a manufacturer has chosen to advertise on national radio and in magazines, which of the following factors has influenced the promotional mix:
Need for face-to-face promotion
Geographic location of the market
Limited promotional funds
Technical aspects of the product
When the promotional mix for a product is affected by the path the product takes from the producer to the ultimate consumer, the mix is being influenced by the product’s
consumers.
life cycle.
market.
distribution channel.
The Sandlot Company promotes its products to intermediaries who then promote the products to customers. The Sandlot Company is using a(n) (a) promotional strategy.
Cool Cola recently developed a new flavor of soda. The company has generated customer interest in the new product via television commercials and coupons. As a result, wholesalers and retailers are buying the new soda from Cool Cola to meet customer demand. This is an example of a(n) (a) promotional strategy.
Should businesses rely solely on their previous promotional mixes?
No, promotional budgets decrease each year.
No, there may be other, more successful mixes to try.
Yes, there is usually one promotional mix that is best.
Yes, what has worked in the past will work in the future.
Competing businesses within the same industry usually react to each other’s promotional mixes by
trying not to outdo each other.
reducing their promotional budgets.
playing follow the leader.
changing distribution channels.
