Chapter 12 Review

Promotion that focuses on a company rather than its products is called ____.

• electronic promotion

• institutional promotion

• company advertising

• industry promotion

____ uses logic to change a belief or get people to take a certain action.

• Arguing

• Discussing

• Rationalizing

• Persuasion

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

• marketing plan

• business plan

• promotional campaign

• sales report

A ____ is a combination of the elements used in a promotional campaign.

• promotional mix

• marketing plan

• business plan

• sales report

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

• marketing

• management

• public relations

• distribution

____ is a promotion strategy that uses digital elements to communicate and interact with customers.

• Visual merchandising

• Participatory marketing

• Promotional design

• Store display

The ____ is part of an advertisement that is designed to grab attention so viewers will read the rest of the ad.

• headline

• copy

• graphics

• signature

Print that appears in everyday life is ____ print.

• typography

• electronic

• transit

• environmental

___ are created to track and evaluate promotion activities.

• Laws

• Metrics

• Budgets

• Professional organizations

A ____ is a picture, design, or graphic image that represents a brand.

• brand name

• logo

• tagline

• hook