Entrepreneurship and Small Business Management

Chapter 12: The Promotion Strategy

Practice Test

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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