Ch.17

Question 1

A method used by a business/organization to create a favorable image for itself, as opposed to promoting a product or service

Answer 1

Institutional promotion

Question 2

Where organizations can develop product recognition by making sure that it is featured in special events, on television, or in the movies

Answer 2

Product Placement

Question 3

Shows and conventions that are designed to showcase a particular line of products and to specifically reach customers in the chain of distribution

Answer 3

Trade shows

Question 4

A public relation’s activity that involves bringing news or newsworthy information about an organization to the public’s attention

Answer 4

Publicity

Question 5

This strategy directs promotional activities towards customers to entice the customer to the store

Answer 5

Pull Policy

Question 6

Involves the promotion of a company in association with a property, venue, or event

Answer 6

Sponsorship

Question 7

Higher-priced products earned and given through contests, sweepstakes, and rebates

Answer 7

Incentives

Question 8

Free trial size of a product sent through the mail, distributed door-to-door

Answer 8

Product Samples

Question 9

Low-cost items given to consumers at a discount or for free

Answer 9

Premiums

Question 10

Promotions that represent all marketing activities - other than personal selling, advertising, direct marketing and public relations - that are used to stimulate consumer purchasing and boost sales.

Answer 10

Sales promotion

Question 11

A type of promotion that companies use to address individuals directly through direct mail, e-marketing, or telephone

Answer 11

Direct marketing

Question 12

Involves sales promotional arrangements between one or more retailers or manufacturers and combine their resources to do a promotion that creates additional sales for each partner

Answer 12

Promotional Tie-ins

Question 13

This strategy is used to promote a product using a mix of personal selling, advertising, and buying discounts to encourage partners in the distribution channel to stock the products being promoted

Answer 13

Push policy

Question 14

Sales strategies designed to encourage customers to buy a product

Answer 14

Consumer sales promotion

Question 15

A type of promotion that requires sales reps to make individual contact with potential buyers, making it the most expensive form of promotion

Answer 15

Personal selling

Question 16

Activities designed to influence a target audience; these campaigns try to influence general opinion and create a favorable public image

Answer 16

Public relations

Question 17

Pre-written story about a company that is sent to the various media

Answer 17

News Release

Question 18

Promotional activities designed to gain manufacturers’, wholesalers’, and retailers’ support for a product

Answer 18

Trade promotions

Question 19

Any paid form of non-personal promotion of ideas, goods, or services found everywhere

Answer 19

Advertising

Question 20

The cost-effective combination of the different types of promotion used to reach company goals

Answer 20

Promotional Mix

Question 21

Higher-priced products earned and given through contests, sweepstakes, and rebates

Answer 21

Incentives

Question 22

Low-cost items given to consumers at a discount or for free

Answer 22

Premiums

Question 23

A method used by a business/organization to convince potential customers to buy their products instead of buying from a competitor

Answer 23

Product Promotion

Question 24

Sales strategies designed to encourage customers to buy a product

Answer 24

Promotion

Question 25

What are the five basic categories in the promotional mix

Answer 25

Personal selling
Advertising and direct marketing
Sales promotion
Public relations