Page 264 - DMGT408DMGT203_Marketing Management

Unit 11: Marketing Communication Tools (Promotion Mix)

Self Assessment Notes

Multiple Choice Questions:
1. …………………… advertising is used to build selective demand for a brand by convincing
consumers that it offers the best quality for their money.
(a) Informative (b) Persuasive
(c) Comparative (d) Reminder

2. When a company launches a new product in the market, it uses ……………………
advertising.
(a) Informative (b) Persuasive
(c) Comparative (d) Reminder
3. Which of these is not a stage in the Hierarchy of Effects Model?

(a) Awareness (b) Knowledge
(c) Perception (d) Preference
4. …………………… method of setting advertising budget helps management to think about
the relationships between promotion spending, selling price, and profit per unit.
(a) Affordable (b) Percentage of sales

(c) Competitive parity (d) Objective and task
5. The creative message or the concept in advertising is commonly referred to as the
…………………….
(a) Great idea (b) Superb idea
(c) Brilliant concept (d) Big idea

11.2 Sales Promotion

Sales promotion offers short-term incentives to encourage purchase or sales of a product or
service.

!
Caution “Sales promotion offers reasons to buy NOW!”

11.2.1 Sales Promotion – Objectives

Sales promotion objectives vary widely.
1. Sellers may use consumer promotions to increase short-term sales or help build long-
term market share.
2. Objectives for trade promotions include getting retailers to carry new items and more
inventory, getting them to advertise the product and give more shelf space, and getting
them to buy ahead.

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