Promotion Unit Study Guide

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

• Sales promotion
• Entrepreneurship
• Customer service
• Customer relations

The 4 Ps is also known as:

• Customer satisfaction
• Marketing segmentation
• Promotional mix
• Marketing mix

True or false: businesses use product and institutional promotion. 

• True
• False

__________ promotion is used to create a favorable image for a company, advocate for change, or take a stand. 

• Direct
• Institutional
• Indirect
• Corporate

Macy's hired four new salespeople to assist during the Christmas season.  Which aspect of the promotional mix does this describe? 

• Advertising
• Personal Selling
• Sales Promotion
• Direct Marketing

Magazines, newspapers, TV commercials, etc.

• Public Relations
• Advertising
• Personal Selling
• Direct Marketing

AIDA stands for: 

• Attention, Interest, Desire, Action
• Attention, Investment, Direct Mail, Advertising
• Advertising, Interest, Direct Mail, Attention
• Attention, Interest, Desire, Advancement

Institutional promotion directly sells products and/or services. 

• True
• False

This aspect of the promotional mix typically takes place AFTER (or as a result of) other promotional activities.

• Advertising
• Personal Selling
• Public Relations
• Sales Promotion 

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

• Advertising
• Public Relations
• Direct Marketing
• Sales Promotion