Marketing Essentials

Chapter 17: Promotional Concepts and Strategies

Self-Checks

1
What is promotion?
A)Advertising
B)Print advertising
C)Public relations
D)Persuasive communication about a product, a service, or an idea
2
What is institutional promotion?
A)Business-to-business advertising
B)Product promotion
C)Promotion that is used to enhance a company’s image
D)Mass marketing
3
How is direct marketing used?
A)Through the mail only
B)Through the mail and via e-mail
C)On television
D)On the radio
4
What is PR?
A)Public relations
B)Promotional relations
C)Product relations
D)People relations
5
What is the promotional mix
A)A combination of different promotional strategies
B)Publicity
C)The different products a company advertises
D)Incentives
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