Chapter 12: The Promotion Strategy

Question 1

Any changes made to your promotion strategy should become a part of your new___________.

Accepted Answer

marketing plan

Question 2

The standard used to compare costs for your promotional activities is called the______________.

Accepted Answer

industry average

Question 3

Businesses use_________to urge potential customers to buy from them instead of competitors.

Accepted Answer

product promotion

Question 4

The most effective types of online advertising include ________.

Accepted Answer

graphics

Question 5

_____________is/are the most adaptable of all promotional elements.

Accepted Answer

Personal selling

Question 6

_________is an arrangement in which advertising costs are divided between two or more partners.

Accepted Answer

Cooperative advertising

Question 7

Simple games of chance used in promotions are called__________.

Accepted Answer

sweepstakes

Question 8

____________is the paid nonpersonal presentation of ideas, goods, or services.

Accepted Answer

Advertising

Question 9

____________is influencing potential customers to buy before contact is actually made.

Accepted Answer

Preselling

Question 10

A/An__________is a procedure in which a panel of consumers evaluate an ad before it runs.

Accepted Answer

consumer pretest

Question 11

acts as an intermediary between a business & the media, communicate messages to target market.

Accepted Answer

advertising agency

Question 12

A/An_____________is a brief newsworthy story sent to the media.

Accepted Answer

news release

Question 13

To ensure that money is coming in as soon as your business is open, you need a_______________.

Accepted Answer

preopening plan

Question 14

A giveaway such as a pen is called a_______________.

Accepted Answer

specialty item

Question 15

A series of related promotional activities with a similar theme is called a/an_____________.

Accepted Answer

campaign

Questions 15