Entrepreneurship: Building a Business

Chapter 12: The Promotion Strategy

Chapter Practice Tests

1
Businesses use_________to urge potential customers to buy from them instead of competitors.
A)institutional promotion
B)promotional mixes
C)product promotion
D)marketing concepts
2
To ensure that money is coming in as soon as your business is open, you need a_______________.
A)preopening plan
B)marketing concept
C)model
D)product strategy
3
____________is influencing potential customers to buy before contact is actually made.
A)Positioning
B)Preselling
C)Targeting
D)Product strategy
4
A series of related promotional activities with a similar theme is called a/an_____________.
A)advertisement
B)marketing concept
C)endorsement
D)campaign
5
____________is the paid nonpersonal presentation of ideas, goods, or services.
A)Product strategy
B)Advertising
C)Promotional mix
D)Positioning
6
A giveaway such as a pen is called a_______________.
A)model
B)specialty item
C)premium
D)prototype
7
A/An_____________is a brief newsworthy story sent to the media.
A)interview
B)e-mail
C)pop-up ad
D)news release
8
Simple games of chance used in promotions are called__________.
A)sweepstakes
B)incentives
C)giveaways
D)premiums
9
_____________is/are the most adaptable of all promotional elements.
A)Rebates
B)Incentives
C)Personal selling
D)E-mails
10
The standard used to compare costs for your promotional activities is called the________________.
A)profile
B)retailing trend
C)promotional mix
D)industry average
11
The most effective types of online advertising include ________.
A)graphics
B)messages
C)links
D)headlines
12
___________is an arrangement in which advertising costs are divided between two or more partners.
A)Joint venture
B)Corporate venture
C)Cooperative advertising
D)Trade association
13
A/An________________acts as an intermediary between a business and the media to communicate a message to the target market.
A)advertising agency
B)industry
C)chamber of commerce
D)trade association
14
A/An__________is a procedure in which a panel of consumers evaluate an ad before it runs.
A)focus test
B)advertising test
C)marketing concept
D)consumer pretest
15
Any changes made to your promotion strategy should become a part of your new___________.
A)sales force
B)marketing plan
C)marketing concept
D)product strategy
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