promotion strategy I.Multiple choice. 1.There are four major tools of promotion decisions.These are known as elements of promotional mix.Which of the following is NOT one of them? A.Advertising B.Pricing. C.Sales promotion.D,Public relations 2.What is the main objective of informative advertising? A.To create selective demand. B.To keep the brand in consumers'minds during the mature stage of the product life cycle. C.To stimulate primary demand. D.None of the above. 3.A broad set of communication efforts used to create and maintain favorable relationships between an organization and its public(s)is called A.public relations B.personal selling C.advertising D.sales promotion 4. is the number of different persons or households exposed to a particular media schedule at least once during a specific time period. A.Frequency B.Reach C.Impact D.Audience 5.There are a number objectives of advertising that need to be considered.Which of the following is NOT one of the objective of advertising? A.Entertainment advertising B.Informative advertising C.Persuasive advertising D.Reminder advertising 6. is a paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium. A.Sales promotion B.Public relations C.Advertising D.Personal selling 7. costs considerably more than advertising to reach one person but can provide more immediate feedback. A.Advertising B.Personal selling C.Sales promotion D.Public relations
promotion strategy I. Multiple choice. 1. There are four major tools of promotion decisions. These are known as elements of promotional mix. Which of the following is NOT one of them? A. Advertising B. Pricing. C. Sales promotion. D, Public relations 2. What is the main objective of informative advertising? A. To create selective demand. B. To keep the brand in consumers’ minds during the mature stage of the product life cycle. C. To stimulate primary demand. D. None of the above. 3. A broad set of communication efforts used to create and maintain favorable relationships between an organization and its public(s) is called_______. A. public relations B. personal selling C. advertising D. sales promotion 4. _______is the number of different persons or households exposed to a particular media schedule at least once during a specific time period. A. Frequency B. Reach C. Impact D. Audience 5. There are a number objectives of advertising that need to be considered. Which of the following is NOT one of the objective of advertising? A. Entertainment advertising B. Informative advertising C. Persuasive advertising D. Reminder advertising 6. ______is a paid form of nonpersonal communication about an organization and /or its products that is transmitted to a target audience through a mass medium. A. Sales promotion B. Public relations C. Advertising D. Personal selling 7.________costs considerably more than advertising to reach one person but can provide more immediate feedback. A. Advertising B. Personal selling C. Sales promotion D. Public relations
8.What is the first step in developing an effective advertising message strategy? A.Developing the"big idea"that will make the advertisement memorable. B.Determining the media with which to advertise. C.Deciding on message execution. D.Identifying customer benefits. 9.Slow feedback,high costs,and difficulty in measuring effects on sales are DISADVANTAGES of A.advertising B.public relations C.personal selling D.sales promotion 10.When producers direct their primary marketing activities at channel members to induce them to carry the product and promote it further down the channel,they are using A.integrated marketing communications B.sales promotion C.a pull strategy D.a push strategy 11.Because the number of valid prospects for boats costing more than $200,000 is limited, the Boyin Yachts is likely to make heavy use of which of following promotion elements? A.Public relations. B.Personal selling C.Advertising. D.Sales promotion. II.True or false. 1.A company's integrated marketing communications mix also goes by the name of promotional mix 2.Contests,free samples,and coupons are examples of personal selling. 3.Non-personal communication channels carry messages without personal contact or feedback. 4.ACD Corporation sells technical products and its customers are concentrated in a small geographic area.The company will use advertising the most
8. What is the first step in developing an effective advertising message strategy? A. Developing the “big idea” that will make the advertisement memorable. B. Determining the media with which to advertise. C. Deciding on message execution. D. Identifying customer benefits. 9. Slow feedback, high costs, and difficulty in measuring effects on sales are DISADVANTAGES of _________. A. advertising B. public relations C. personal selling D. sales promotion 10. When producers direct their primary marketing activities at channel members to induce them to carry the product and promote it further down the channel, they are using ______. A. integrated marketing communications B. sales promotion C. a pull strategy D. a push strategy 11. Because the number of valid prospects for boats costing more than $200,000 is limited, the Boyin Yachts is likely to make heavy use of which of following promotion elements? A. Public relations. B. Personal selling. C. Advertising. D. Sales promotion. II. True or false. 1. A company’s integrated marketing communications mix also goes by the name of promotional mix. 2. Contests, free samples, and coupons are examples of personal selling. 3. Non-personal communication channels carry messages without personal contact or feedback. 4. ACD Corporation sells technical products and its customers are concentrated in a small geographic area. The company will use advertising the most
5.Companies that use the affordable method base their promotion budget on a certain percentage of current or forecasted sales and/or a percentage of the sales price. 6.Most larger companies combine push and pull strategies to move their products from the manufacturer to the final consumer. 7.When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at their favorite toy store,it is implementing a pull strategy in its promotion mix. 8.While the promotion mix is the company's primary communication process,the entire marketing mix must be coordinated for the greatest communication impact 9.If a push policy is employed in promoting a product,the firm promotes only to the next institution down the marketing channel. 10.A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best be classified as product advertising. 11.The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reverses cause and effect. 12.An evaluation of media impact will help determine the media types to be used. 13.Marketers have found much success using standardized ads in their global advertising. III.DISCUSSION QUESTIONS What is promotion?What is promotion mix? What are the differences among informative,persuasive,and reminder advertising?In what circumstances might a company use each? What are the push and pull strategies? Outline some of the major problems confronting an international advertiser. What is sales promotion and how is it used in international marketing? Discuss the problems created because the communications process is initiated in one cultural context and ends in another. What is the importance of feedback in the communications process? Visited the Advertising Age Interactive and read 50 Best Commercials and History of TV Advertising special reports,try to find out the successful product slogan on the websites. Browse through the following websites and discuss what type of advertising each uses and
5. Companies that use the affordable method base their promotion budget on a certain percentage of current or forecasted sales and / or a percentage of the sales price. 6. Most larger companies combine push and pull strategies to move their products from the manufacturer to the final consumer. 7. When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at their favorite toy store, it is implementing a pull strategy in its promotion mix. 8. While the promotion mix is the company’s primary communication process, the entire marketing mix must be coordinated for the greatest communication impact. 9. If a push policy is employed in promoting a product, the firm promotes only to the next institution down the marketing channel. 10. A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best be classified as product advertising. 11. The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reverses cause and effect. 12. An evaluation of media impact will help determine the media types to be used. 13. Marketers have found much success using standardized ads in their global advertising. III. DISCUSSION QUESTIONS What is promotion? What is promotion mix? What are the differences among informative, persuasive, and reminder advertising? In what circumstances might a company use each? What are the push and pull strategies? Outline some of the major problems confronting an international advertiser. What is sales promotion and how is it used in international marketing? Discuss the problems created because the communications process is initiated in one cultural context and ends in another. What is the importance of feedback in the communications process? Visited the Advertising Age Interactive and read 50 Best Commercials and History of TV Advertising special reports, try to find out the successful product slogan on the websites. Browse through the following websites and discuss what type of advertising each uses and
what the purpose of the advertising is. Tobacco BBS-www.tobacco.org Nike一www.nike..com Ford-www.ford.com McDonald's -www.mcdonalds.com United Parcel Service-www.ups.com
what the purpose of the advertising is. Tobacco BBS — www.tobacco.org Nike — www.nike.com Ford — www.ford.com McDonald’s — www.mcdonalds.com United Parcel Service —www.ups.com