MH32-3.01 SEM 2 Study Guide

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 non-personal 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 employees.
• An employee hands out coupons to customers who are attending a trade show.

Which of the following is an advantage of personal selling over advertising in the promotional mix:

• Immediate feedback
• Less costly 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 his/her 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.