Which promotion tool offers short-term incentives to encourage the purchase or sale of a product or service?

Chapter 12

Quiz
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Other
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University
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Hard
Anu Laukkala
Used 42+ times
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9 questions
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1.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
Advertising
Sales promotion
Public relations
Personal selling
2.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
The promotional tool that results in the most credible and believable message is:
Advertising
Personal selling
Public relations
Direct Marketing
3.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
A _____ strategy calls for promoting extensively to final consumers. When effective, consumers will ask their retailers for the product, the retailers will then ask the wholesalers for it, who ultimately ask the producers for it.
Public relations
Push
Pull
Partner
4.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
LED televisions are relatively new products on the market. There are not many competitors and many consumers are not aware of the benefits that come along with the high price tag. Which type of advertising would be appropriate at this stage?
Reminder advertising
Informative advertising
Persuasive advertising
Comparative advertising
5.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
The most logical method of setting a promotion budget is the ______ method, whereby the company sets its budget on what it wants to accomplish with the promotion.
Objective-and-task
Percentage-of-sales
Affordable
Competitive-parity
6.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
An ad shows how a college student uses her laptop to take notes during class, send email to her grandparents, pay bills online, and research a paper. Which execution style is being used?
Fantasy
Lifestyle
Slice-of-life
Technical expertise
7.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
The measure of how many times the average person in the target market is exposed to the message is called:
Reach
Frequency
Impact
Exposures
8.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
You want an advertising medium that offers high audience selectivity, flexibility, no ad
competition within the same medium, and allows personalization. Which medium would be best?
Direct mail
Newspapers
Magazines
Television
9.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
Public relations departments may perform all of the following functions EXCEPT:
Investor relations
Lobbying
Product publicity
Product advertising
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