Chapter 17

Question 1

Decisions about advertising, personal selling, sales promotion, direct marketing, and public relations strategies used to attract customers.

Answer 1

promotion

Question 2

A promotional method used by businesses to convince prospects to select their goods or services over the competitor’s goods or services.

Answer 2

product promotion

Question 3

A promotional method used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues.

Answer 3

institutional promotion

Question 4

A cost effective combination of advertising, selling, sales promotion, direct marketing and public relations strategies used to reach company goals.

Answer 4

promotional mix

Question 5

A form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets.

Answer 5

advertising

Question 6

A type of advertising that sends a promotional message to a targeted group of prospects and customers to encourage a purchase.

Answer 6

direct marketing

Question 7

Electronic media that allows people with similar interests to participate in a social network.

Answer 7

social media

Question 8

All marketing activities, other than personal selling, advertising, and public relations, that are directed at business or retail customers to boost sales.

Answer 8

sales promotion

Question 9

Activities that help an organization to influence a target audience.

Answer 9

public relations

Question 10

An announcement sent to the appropriate media outlets.

Answer 10

news release

Question 11

Bringing news or newsworthy information about an organization to the public’s attention.

Answer 11

publicity

Question 12

A type of promotion in which manufacturers team up with their partners in the distribution channel to “push” the product through the retailer.

Answer 12

push policy

Question 13

A type of promotion by manufacturers that directs promotional activities towards consumers.

Answer 13

pull policy

Question 14

all marketing activities, other than personal selling, advertising, and public relations, that are directed at business or retail customers to boost sales.

Answer 14

sales promotion

Question 15

Sales promotions designed to get support from manufacturers, wholesalers and retailers.

Answer 15

trade promotions

Question 16

Sale strategies that encourage customers and prospects to buy a product or service.

Answer 16

customer promotions

Question 17

A certificate entitles a customer to a cash discount on goods or services.

Answer 17

coupons

Question 18

Low cost item given consumers at a discount or for free.

Answer 18

premiums

Question 19

A higher priced product, award, or gift card that is earned and given away through contests, sweepstakes, special offers, and rebates.

Answer 19

incentives

Question 20

Activity that involves sales promotions between one or more retailers or manufacturers.

Answer 20

promotional tie-ins

Question 21

A marketing program that rewards customers by offering incentives for repeat purchases, such as a frequent flyer.

Answer 21

loyalty marketing programs

Question 22

A point-of-purchase display that is a stand-alone purchase.

Answer 22

kiosks