IB Business And Management Marketing 4.5 Promotion

60 Questions | Total Attempts: 267

SettingsSettingsSettings
Please wait...
Marketing Management Quizzes & Trivia

Questions and Answers
  • 1. 
    Billboard posters are an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 2. 
    Branding is an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 3. 
    Cinema is an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 4. 
    Direct mail is an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 5. 
    Free samples are an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 6. 
    Internet is an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 7. 
    Magazines are an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 8. 
    Merchandising is an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 9. 
    Newspapers are an example of an Above-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 10. 
    Packaging is an example of a Below-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 11. 
    Personal selling is an example of a Below-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 12. 
    Point of sale displays are an example of a Below-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 13. 
    Public relations is an example of a Below-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 14. 
    Radio is an example of a Below-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 15. 
    Sponsorship is an example of a Below-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 16. 
    Television is an example of a Below-the-Line promotional technique.
    • A. 

      True

    • B. 

      False

  • 17. 
    National advertsising is usually too expensive for most businesses to use.
    • A. 

      True

    • B. 

      False

  • 18. 
    Advertising is another word for promotion.
    • A. 

      True

    • B. 

      False

  • 19. 
    Pull promotional techniques relay on above-the-line promotional methods.
    • A. 

      True

    • B. 

      False

  • 20. 
    The internet is an example of below-the-line promotion. 
    • A. 

      True

    • B. 

      False

  • 21. 
    Direct marketing does not include media advertising.
    • A. 

      True

    • B. 

      False

  • 22. 
    Below-the-line promotion includes: direct mail, point of sales displays and flyers (handouts).
    • A. 

      True

    • B. 

      False

  • 23. 
    Which of the following is not part of promotion?
    • A. 

      Advertising

    • B. 

      Branding

    • C. 

      Public relations

    • D. 

      Price reductions

  • 24. 
    Below-the-line promotion does not include
    • A. 

      Cinema advertising

    • B. 

      Direct mailing

    • C. 

      Branding

    • D. 

      Sales promotions on packaging

  • 25. 
    Above-the-line promotion is
    • A. 

      Any form of commercial television or radio promotions

    • B. 

      The use of promotion via the mass media

    • C. 

      Promotional techniques within the control of the organisation

    • D. 

      Used to persuade or inform customers of a firm's products

  • 26. 
    Firms such as Adidas, Pepsi, ray Ban sunglasses, Gillette and Marks & Spencer use celebrities to promote their products. This is an example of
    • A. 

      Sponsorship

    • B. 

      Hero endorsement

    • C. 

      Publicity

    • D. 

      Sales promotion

  • 27. 
    Direct marketing is
    • A. 

      Using radio, television and newspapers to sell directly to customers

    • B. 

      The marketing process of selling straight to potential and known customers

    • C. 

      Any form of below-the-line promotion

    • D. 

      Any form of above-the-line promotion

  • 28. 
    Sales promotion can best be described as
    • A. 

      The process of persuading people to buy a firm's products

    • B. 

      Advertising using mass media to attract customers to buy a firm's products

    • C. 

      Marketing techniques aimed directly at selling to the consumer

    • D. 

      Selling products at reduced sales prices

  • 29. 
    Promotion carried out through independent media such as commercial radio is known as 
    • A. 

      Broadcasting

    • B. 

      Advertising

    • C. 

      Above-the-line

    • D. 

      Below-the-line

  • 30. 
    The catchphrase "I don't wanna grow up" is used by Toys R Us. This is an example of
    • A. 

      Direct marketing

    • B. 

      Above-the-line promotion

    • C. 

      Corporate slogans

    • D. 

      Copyrights

  • 31. 
    The sales method of offering a complementary product to paying customers when they purchase another product is known as
    • A. 

      Free gifts

    • B. 

      Complementary goods

    • C. 

      Sales promotion

    • D. 

      Customer loyalty schemes

  • 32. 
    Telesales and telemarketing are examples of 
    • A. 

      Direct marketing

    • B. 

      Above-the-line promotion

    • C. 

      Paid for advertising

    • D. 

      Homeworking

  • 33. 
    Which option best defines a business logo?
    • A. 

      It is a registered trademark of the business

    • B. 

      It is a sign or symbol that represents the products sold by a business

    • C. 

      It is a sign or symbol that represents a business

    • D. 

      It is a verbal representation of a business

  • 34. 
    Advertising strategy is least likely to consider
    • A. 

      The types of media to be used

    • B. 

      The costs of producing and broadcasting the campaign

    • C. 

      Finance or budgetary constraints

    • D. 

      Customer relations management

  • 35. 
    Direct mail, point of sales displays and sales promotions are all examples of
    • A. 

      Direct marketing

    • B. 

      Advertising

    • C. 

      Below-the-Line promotion

    • D. 

      Above-the-Line promotion

  • 36. 
    When an organisation pays to be associated with a particular event or cause (such as the World Cup) in return for prominent publicity, then it is known as
    • A. 

      Charitable donations

    • B. 

      Ethical marketing

    • C. 

      Sponsorship

    • D. 

      Financial aid

  • 37. 
    What is meany by public relations?
    • A. 

      The relationship between workers and employers

    • B. 

      The relationship between customers and the business

    • C. 

      Activities aimed at establishing and protecting the image of a business

    • D. 

      Activities aimed at getting the business into the media

  • 38. 
    Using sales materials such as posters and display stands to promote a product in the place where it can be bought is an example of
    • A. 

      Sales promotion

    • B. 

      Sales material

    • C. 

      Above-the-line promotion

    • D. 

      Below-the-line promotion

  • 39. 
    Advertising techniques do not include
    • A. 

      Celebrity or hero endorsements

    • B. 

      Sexual attraction or appeal

    • C. 

      Use of catchphrases and slogans

    • D. 

      Personal selling techniques

  • 40. 
    Nike used Tiger Woods (before his scandal) and Manchester United Football Club, among others to advertise their brand. This strategy is known as
    • A. 

      Mass marketing

    • B. 

      Brand advertising

    • C. 

      Hero endorsement

    • D. 

      Product positioning

  • 41. 
    The choice of a medium or media to use a promotional mix depends on several factors, but it is least influenced by
    • A. 

      The associated costs

    • B. 

      The target audience of market segment

    • C. 

      The product's position in its life cycle

    • D. 

      The price elasticity of demand for a product

  • 42. 
    Which statement below does not apply to informative advertising?
    • A. 

      It lets customers know about a product's characteristics, purpose and functions

    • B. 

      It attempts top alert the consumer to the availability of a product

    • C. 

      Focus is placed on promoting the brand or the company itself rather than a product

    • D. 

      It is used by non-profit organisations to influence people's attitudes and behaviour

  • 43. 
    Advertisments that attempt to get customers to purchase the product are known as
    • A. 

      Selling

    • B. 

      Persuasive

    • C. 

      Intermediary

    • D. 

      Instructive

  • 44. 
    Advertisiments that focus on promoting a business's name and image, rather than its product range, are known as
    • A. 

      Branding

    • B. 

      Corporate advertising

    • C. 

      Own-label branding

    • D. 

      Market positioning

  • 45. 
    The use of people to sell a firm's products directly to the customer is known as
    • A. 

      Personal selling

    • B. 

      Sales promotion

    • C. 

      Door-to-door promotion

    • D. 

      Direct promotion

  • 46. 
    Introductory offers, such as free installation and three months free viweing of satellite television, are examples of which type of promotion?
    • A. 

      Above-the-line

    • B. 

      Television advertising

    • C. 

      Sales promotion

    • D. 

      Direct marketing

  • 47. 
    Advantages of using television commercials compared to radio advertisements do not include
    • A. 

      Large market coverage in diverse geographic locations

    • B. 

      High audience figures from around the world

    • C. 

      Attention-grabbing media that combines visual and audio effects

    • D. 

      Ability to reach audiences engaged in other activities, such as when driving

  • 48. 
    The __________ is the combination of promotional techniques that a firm uses to communicate the benefits of its products to customers.
  • 49. 
    ______________ is a form of promotional technique that relies on keen and knowledgeable sales staff directly helping and persuading customers to make a purchase
  • 50. 
    ________________ is a form of promotion that is undertaken by a business by paying for communication with consumers; e.g. advertising.
  • 51. 
    ________________ is a form of promotion that is not a directly paid-for means of communication but based on short-term incentives to purchase
  • 52. 
    ___________ is the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade consumers to buy.
  • 53. 
    ______________ is the process of promoting a business and its products by getting media coverage without directly paying for it.
  • 54. 
    ________________ refers to promotional methods, such as pester power marketing or television advertising, that lure customers into buying a product
  • 55. 
    _____________ refers to using intermediaries, such as real estate agencies, bloggers or financial consultants, to help sell products
  • 56. 
    ____________ is a method of informative and/or persuasive promotion that has to be paid for. 
  • 57. 
    ______________ is the spreading of good or bad messages about a firm, its products or its customer service. Many people argue that this is the most cost-effective form of promotion
  • 58. 
    A ___________________ is a short-term incentive designed to stimulate sales of a product; e.g. discount coupons, prize draws, trade fairs and free product samples
  • 59. 
    ______________ is a form of promotional technique that relies on keen and knowledgeable sales staff directly helping and persuading customers to make a purchase.
  • 60. 
    _________ _________ is differnt to advertising in that it aims to achieve favourable publicity without bthe cost and it does not primarily aim to boost sales. Instead __________ ____________ is more about raising awareness and building goodwill.