Unit 3 - Promotion

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Unit 3 - Promotion

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Advertising campaigns that promote an industry as a whole, such as the dairy industry’s “Got Milk?” campaign, are examples of:

1 point

Primary product promotion

Secondary product promotion

Institutional promotion

Sales promotion

Clear selection

What is one advantage of using sales promotions as part of a promotional mix?

1 point

Encourages short-term sales growth

Builds long-term customer relationships

Ensures consistent customer engagement

Lowers advertising costs significantly

Clear selection

Which promotional strategy uses free samples or coupons to attract customers?

1 point

Sales promotion

Public relations

Institutional promotion

Personal selling

Clear selection

Which promotional strategy aims to improve the public image of a business rather than sell a specific product?

1 point

Institutional promotion

Public relations

Personal selling

Direct marketing

Clear selection

Sweepstakes are considered a form of:

1 point

Personal selling

Advertising

Public relations

Sales promotion

Clear selection

What is the primary goal of direct marketing?

1 point

To build a strong company image

To reduce overall advertising costs

To generate immediate sales through targeted efforts

To increase brand awareness through mass media

Clear selection

What is a significant limitation of personal selling?

1 point

High per-customer cost

Over-reliance on mass media

Low customization potential

Inability to build relationships

Clear selection

Which of the following is a common goal of institutional promotion?

1 point

Promoting specific product lines

Advertising seasonal sales

Supporting a company’s community involvement

Generating immediate product sales

Clear selection

Which term refers to unpaid communication tools that generate media coverage and public attention for a business?

1 point

Sponsorship

Advertising

Publicity

Sales promotion

Clear selection

Which promotional activity is typically designed to create a favorable public image for a company?

1 point

Public relations

Sales promotion

Personal selling

Direct marketing

Clear selection

Which type of marketing involves placing advertisements on social media platforms to reach a broad audience?

1 point

Mobile marketing

Virtual marketing

Direct marketing

Organic marketing

Clear selection

Promotional displays near store checkout counters to encourage impulse buying are part of:

1 point

Personal selling

Publicity

Direct marketing

Sales promotion

Clear selection

Which promotional method relies on face-to-face communication between the seller and the buyer?

1 point

Institutional promotion

Direct marketing

Advertising

Personal selling

Clear selection

What is the primary purpose of a push promotional strategy?

1 point

To bypass intermediaries entirely in the promotion process

To leverage mass media advertising for long-term growth

To focus on attracting customers through the distribution chain

To build brand awareness through direct consumer advertising

Clear selection

A business offering buy-one-get-one-free deals is utilizing which promotional strategy?

1 point

Direct marketing

Sales promotion

Public relations

Institutional promotion

Clear selection

Which of the following is an example of secondary product promotion?

1 point

A newsletter promoting the health benefits of dairy products in general

A campaign encouraging people to drink more milk

Publicizing a government-sponsored dairy program

An ad showcasing why a specific milk brand is better than competitors

Clear selection

Personal selling is often most effective in which situation?

1 point

Building long-term mass-market relationships

Promoting consumer packaged goods

Selling complex products requiring explanation

Generating publicity for the company

Clear selection

How does direct marketing differ from traditional advertising?

1 point

It creates immediate connections through personal interaction

It targets mass markets using one-size-fits-all messaging

It avoids any direct communication with customers

It uses targeted, personalized communication to specific consumers

Clear selection

Which of the following is the main disadvantage of using publicity as a promotional strategy?

1 point

Limited reach and effectiveness for niche markets

Over-reliance on paid sponsorships

High financial costs for media placement

Lack of control over the message or timing

Clear selection

Which type of promotion focuses on presenting positive news about a company to the public?

1 point

Advertising

Institutional promotion

Sales promotion

Publicity

Clear selection

A promotional event encouraging customers to test a new car model at a dealership is an example of:

1 point

Direct marketing

Sales promotion

Advertising

Personal selling

Clear selection

Which form of promotion is most effective for products that require explanation and demonstration?

1 point

Direct marketing

Advertising

Public relations

Personal selling

Clear selection

The main goal of a pull promotional strategy is to:

1 point

Use face-to-face communication with customers

Target intermediaries with promotional materials

Reduce the cost of advertising campaigns

Encourage customers to actively seek out the product

Clear selection

What is a key benefit of institutional promotion for a business?

1 point

Strengthens the company’s overall brand image

Generates immediate product sales

Increases awareness of specific product lines

Reduces the cost of targeted marketing

Clear selection

CHALLENGE: Which promotional technique best aligns with the principle of reciprocity in a brand's customer acquisition strategy?

Note: This was not discussed in the videos, but is an example of how many DECA questions will contain terms you haven't seen before and you will have to use context clues and intuition to determine the correct answer.

1 point

Offering free samples of a product at in-store events to encourage purchases.

Running a referral program where existing customers earn rewards for bringing new customers.

Creating a sense of urgency through limited-time promotional offers.

Providing customers with a detailed comparison of the brand’s product versus competitors.

Clear selection

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