An advertisement from a ski lodge

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

a) combat competitive promotional efforts.

b) stimulate demand.

c) reduce sales fluctuations.

d) encourage product trial.

e) retain loyal customers.

83. Advertising personal selling sales promotion and public relations are called

a) promotion mix ingredients.

b) marketing mix components.

c) characteristics of a product.

d) advertising tools.

e) nonpersonal communication.

84. A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is

a) advertising.

b) public relations.

c) sales promotion.

d) personal selling.

e) campaigning.

85. Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

a) Advertising

b) Public relations

c) Sales management

d) Sales promotion

e) Personal selling

86. Cost efficiency, repetition, and adding product value are all potential benefits of

a) public relations.

b) advertising.

c) personal selling.

d) promotion.

e) guerilla marketing.

87. One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required.

a) personal selling

b) advertising

c) public relations

d) sales promotion

e) packaging

88. Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

a) personal promotion.

b) advertising.

c) personal selling.

d) public relations.

e) individual promotion.

89. Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?

a) Publicity

b) Sales management

c) Sales promotion

d) Personal selling

e) Public relations

90. Kinesic communication is an element in which type of promotional method?

a) Advertising

b) Public relations

c) Personal selling

d) Packaging

e) Sales promotion

91. Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication.

a) kinesic

b) spacing

c) proxemic

d) touching

e) tactile

92. As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn’t notice. Erin recommends a book on ___________ communication to Joachin.

a) tactile

b) proxemic

c) kinesic

d) verbal

e) signal

93. When a salesperson varies the physical distance between himself and a customer he is using

a) kinesic communication.

b) personal selling.

c) tactile communication.

d) comfort relations.

e) proxemic communication.

94. Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster’s new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending.

a) tactile

b) proxemic

c) kinesic

d) verbal