1. What is ‘guerrilla marketing’ characterized by?
A. Large-scale advertising campaigns.
B. Unconventional and low-cost marketing tactics.
C. Traditional sales methods.
D. Focusing solely on digital channels.
2. A company decides to sponsor a local charity event. Which promotional tool are they primarily using?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
3. Which of the following best describes ‘integrated marketing communications’ (IMC)?
A. Using only one type of promotional tool.
B. Coordinating all promotional activities to deliver a consistent message.
C. Focusing solely on digital marketing efforts.
D. Ignoring customer feedback.
4. Which promotional tool involves direct interaction between a company representative and a customer?
A. Advertising
B. Personal Selling
C. Public Relations
D. Sales Promotion
5. What role does ‘publicity’ play in public relations?
A. It is a paid form of advertising.
B. It involves generating news coverage and media attention.
C. It is the same as personal selling.
D. It involves directly soliciting sales from customers.
6. What is the primary focus of Chapter 12 in a basic marketing textbook, typically?
A. Developing new product features.
B. Managing the sales force.
C. Integrated Marketing Communications (IMC).
D. Analyzing financial statements.
7. What is the potential downside of using celebrity endorsements in advertising?
A. Celebrity endorsements always guarantee sales increases.
B. Celebrity endorsements are always cost-effective.
C. The celebrity’s actions could negatively impact the brand.
D. Celebrity endorsements are always authentic.
8. A non-profit organization wants to raise awareness about its cause. Which promotional tool would be most suitable?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
9. What is the main goal of public relations?
A. To directly increase sales.
B. To build and maintain a positive image of the company.
C. To manage the company’s finances.
D. To develop new products.
10. What is ‘product placement’?
A. Designing the physical layout of a store.
B. Placing a product in a movie or TV show.
C. Setting the price of a product.
D. Managing the supply chain.
11. A small business owner wants to increase brand awareness with a limited budget. Which promotional activity is MOST cost-effective?
A. Running a national television campaign.
B. Sponsoring a major sporting event.
C. Creating engaging content on social media.
D. Printing and distributing flyers door-to-door.
12. What is the primary difference between advertising and public relations?
A. Advertising is free, while public relations is paid.
B. Advertising is paid, while public relations is earned.
C. Advertising is more credible than public relations.
D. Advertising targets internal stakeholders, while public relations targets external stakeholders.
13. What is ‘buzz marketing’ primarily designed to create?
A. A formal advertising campaign.
B. Word-of-mouth communication.
C. A detailed marketing budget.
D. A new distribution channel.
14. Which of the following is a primary goal of sales promotion activities?
A. Building long-term brand loyalty.
B. Creating immediate sales increases.
C. Managing the company’s finances.
D. Developing new products.
15. Which of the following is an example of direct marketing?
A. A billboard advertisement.
B. A newspaper ad.
C. An email campaign targeted at specific customers.
D. A television commercial.
16. Which of the following is NOT a key element of the promotional mix?
A. Advertising
B. Public Relations
C. Product Design
D. Sales Promotion
17. What is the primary advantage of using direct marketing techniques?
A. They are always cheaper than advertising.
B. They allow for highly targeted and personalized communication.
C. They guarantee immediate sales increases.
D. They eliminate the need for other promotional activities.
18. Which of the following is NOT a common objective of advertising?
A. To inform customers about a new product.
B. To persuade customers to switch brands.
C. To remind customers about existing products.
D. To replace the need for product innovation.
19. What is ‘guerilla marketing’ particularly effective for?
A. Reaching a mass audience with a large budget.
B. Creating a memorable impact with a small budget.
C. Building long-term brand loyalty.
D. Managing a crisis situation.
20. A local bakery wants to attract more customers. Which sales promotion technique would be most effective in the short term?
A. Launching a national TV campaign.
B. Offering a limited-time discount on a popular item.
C. Hiring a celebrity chef to endorse their products.
D. Investing in long-term brand building.
21. What is the purpose of ‘institutional advertising’?
A. To promote a specific product.
B. To promote the company’s image and build goodwill.
C. To directly sell products online.
D. To manage the company’s finances.
22. A company sends out personalized birthday cards to its customers. Which promotional tool is being used?
A. Advertising
B. Public Relations
C. Direct Marketing
D. Sales Promotion
23. What does ‘AIDA’ stand for in the context of marketing communications?
A. Awareness, Interest, Decision, Action.
B. Attention, Interest, Desire, Action.
C. Analysis, Implementation, Development, Assessment.
D. Acquisition, Integration, Delivery, Advocacy.
24. A company decides to donate a portion of its sales to a charitable cause. What type of marketing is this an example of?
A. Direct Marketing
B. Cause-Related Marketing
C. Guerrilla Marketing
D. Personal Selling
25. Which of the following is a major challenge in measuring the effectiveness of integrated marketing communications (IMC)?
A. IMC is always easy to measure.
B. Attributing sales directly to specific promotional activities.
C. IMC has no impact on sales.
D. IMC only works for large corporations.
26. A company launches a campaign offering a ‘buy one, get one free’ deal. What type of promotional activity is this?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Personal Selling
27. Which of the following is a key advantage of using social media for marketing communications?
A. It is always cheaper than traditional advertising.
B. It allows for direct interaction and feedback from customers.
C. It guarantees immediate sales increases.
D. It eliminates the need for other promotional activities.
28. What is ‘buzz marketing’ primarily dependent on for its success?
A. A large advertising budget.
B. Creating a compelling and shareable message.
C. Using traditional sales methods.
D. Focusing solely on digital channels.
29. Which of the following is an example of sales promotion?
A. A television commercial.
B. A press release.
C. A coupon for a discount on a product.
D. A research and development project.
30. A company sponsors a local sports team. Which of the following is a key benefit of this activity?
A. It always guarantees immediate sales increases.
B. It enhances brand visibility and community goodwill.
C. It eliminates the need for other promotional activities.
D. It is always cheaper than advertising.
31. Which of the following is NOT a key component of a marketing communications mix?
A. Advertising
B. Public Relations
C. Product Design
D. Direct Marketing
32. What is ‘buzz marketing’ primarily aimed at achieving?
A. Increasing advertising spend
B. Generating word-of-mouth communication
C. Reducing the sales force
D. Improving product packaging
33. Which of the following is a disadvantage of using advertising?
A. It is very targeted
B. It can be very expensive
C. It is always credible
D. It is easy to measure the results
34. Which of the following is NOT a common objective of advertising?
A. To inform
B. To persuade
C. To remind
D. To eliminate competition
35. What is a key challenge in measuring the effectiveness of public relations?
A. PR is always very expensive
B. It’s difficult to quantify the impact of media coverage on sales
C. PR is only effective for large companies
D. PR is easy to measure through click-through rates
36. What is ‘direct marketing’ primarily characterized by?
A. Using intermediaries to reach customers
B. Personalized communication with individual customers
C. Mass advertising campaigns
D. Focusing solely on retail sales
37. A car manufacturer offers rebates and low-interest financing to stimulate demand. This is an example of:
A. Advertising
B. Public Relations
C. Sales Promotion
D. Personal Selling
38. What is ‘viral marketing’ aimed at achieving?
A. Controlling the spread of information
B. Creating self-replicating marketing messages
C. Reducing marketing spend
D. Targeting a small, select audience
39. What does ‘AIDA’ stand for in the context of marketing communications?
A. Attention, Interest, Desire, Action
B. Awareness, Innovation, Demand, Availability
C. Analysis, Implementation, Development, Assessment
D. Acquisition, Integration, Distribution, Advocacy
40. A retail store offers a ‘buy one get one free’ promotion. This is an example of:
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
41. Which of the following is a major disadvantage of personal selling?
A. High cost per contact
B. Lack of personalization
C. Inability to build relationships
D. Limited geographic reach
42. Which promotional tool involves direct interaction with customers to make a sale?
A. Advertising
B. Sales Promotion
C. Personal Selling
D. Public Relations
43. What is ‘guerilla marketing’ characterized by?
A. Large-scale advertising campaigns
B. Unconventional and low-cost marketing tactics
C. Focusing solely on digital marketing
D. Using only traditional marketing channels
44. A company uses coupons, contests, and discounts. Which element of the promotion mix is this?
A. Advertising
B. Public Relations
C. Direct Marketing
D. Sales Promotion
45. What is the primary goal of ‘event marketing’?
A. To reduce marketing expenses
B. To create memorable brand experiences
C. To avoid online advertising
D. To target only older demographics
46. Which of the following metrics is most relevant for measuring the success of an online advertising campaign?
A. Number of employees
B. Website traffic and conversion rates
C. Office location
D. Social media followers
47. A company sponsors a local charity event. This is primarily an example of:
A. Direct Marketing
B. Public Relations
C. Advertising
D. Personal Selling
48. Which of the following is NOT a characteristic of good marketing communication?
A. Clear and consistent
B. Targeted to the right audience
C. Overly complex and technical
D. Persuasive and engaging
49. What is the primary goal of integrated marketing communications (IMC)?
A. To maximize the number of advertising channels used
B. To ensure a consistent message across all touchpoints
C. To reduce the marketing budget
D. To focus solely on digital marketing
50. A company faces negative publicity due to a product defect. Which element of the promotion mix is most crucial for addressing this situation?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
51. A local bakery sends personalized birthday coupons to its email subscribers. This is an example of:
A. Advertising
B. Public Relations
C. Direct Marketing
D. Sales Promotion
52. A software company releases a free version of its product with limited features, hoping users will upgrade to the paid version. This is an example of:
A. Public Relations
B. Direct Marketing
C. Sales Promotion
D. Content Marketing
53. Which of the following is a key advantage of direct marketing?
A. High reach at a low cost
B. Ability to personalize messages
C. Guaranteed positive brand image
D. Easy to control the message environment
54. A company sends out a catalog to potential customers. This is an example of:
A. Advertising
B. Public Relations
C. Direct Marketing
D. Sales Promotion
55. A company publishes informative blog posts and articles related to its industry. This is an example of:
A. Advertising
B. Public Relations
C. Sales Promotion
D. Content Marketing
56. Which of the following is a key benefit of using social media in marketing communications?
A. High level of control over the message
B. Ability to reach a large and engaged audience
C. Low cost but low reach
D. Guaranteed positive feedback
57. Which of the following is an example of ‘pull’ promotional strategy?
A. Offering retailers discounts to stock your product
B. Advertising directly to consumers
C. Using a sales force to aggressively push products
D. Providing incentives to distributors
58. What is the main purpose of using a celebrity endorsement in advertising?
A. To reduce advertising costs
B. To increase brand awareness and credibility
C. To target a niche market
D. To simplify the advertising message
59. What is the key difference between advertising and public relations?
A. Advertising is always free, while PR is paid for
B. Advertising is paid media, while PR is earned media
C. Advertising is more credible than PR
D. There is no difference; they are the same thing
60. What is ‘product placement’?
A. Designing attractive product packaging
B. Featuring a product in a movie or TV show
C. Displaying products prominently in a retail store
D. Offering discounts on a product
61. Which of the following is NOT a key element of the promotional mix?
A. Advertising
B. Public Relations
C. Product Design
D. Sales Promotion
62. What is the role of ‘publicity’ in public relations?
A. To directly sell products to customers.
B. To manage the company’s finances.
C. To generate positive media coverage and enhance the company’s reputation.
D. To design product packaging.
63. What is the meaning of ‘AIDA’ in the context of marketing communications?
A. Awareness, Interest, Decision, Action
B. Attention, Interest, Desire, Action
C. Analysis, Implementation, Development, Assessment
D. Advertising, Innovation, Distribution, Analytics
64. Why is it important to measure the results of promotional efforts?
A. To comply with legal regulations.
B. To determine the ROI of marketing investments and improve future campaigns.
C. To satisfy shareholders’ expectations.
D. To increase the company’s stock price.
65. A company receives negative publicity due to a product defect. Which promotional tool is MOST suitable to address this issue?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Personal Selling
66. Which of the following is a disadvantage of using advertising as a promotional tool?
A. It is difficult to reach a large audience.
B. It is very expensive and impersonal.
C. It has low credibility compared to other promotional tools.
D. It is ineffective in creating brand awareness.
67. Which of the following is a key benefit of using digital marketing in promotional activities?
A. Higher cost per impression compared to traditional media.
B. Limited ability to measure campaign performance.
C. Greater targeting capabilities and measurable results.
D. Less control over the message compared to traditional advertising.
68. Which of the following is an example of sales promotion?
A. A television commercial for a new car.
B. A press release announcing a new company CEO.
C. A buy-one-get-one-free offer on a product.
D. A company sponsoring a local charity event.
69. Which of the following is a major challenge in implementing integrated marketing communications (IMC)?
A. Lack of available promotional channels.
B. Difficulty in coordinating different marketing activities.
C. Decreased customer engagement.
D. Lower marketing costs.
70. What is the primary goal of integrated marketing communications (IMC)?
A. To maximize the number of advertising channels used.
B. To ensure all marketing and promotional activities project a consistent, unified brand message.
C. To reduce marketing costs by using fewer media outlets.
D. To create separate marketing campaigns for each customer segment.
71. What is ‘integrated marketing communication’ (IMC)?
A. A system for managing a company’s finances.
B. A process of coordinating all promotional activities to ensure a consistent message.
C. A method for analyzing market trends.
D. A strategy for developing new products.
72. Which of the following is an example of ’cause-related marketing’?
A. A company launching a new product line.
B. A company sponsoring a local sports team.
C. A company donating a portion of its sales to a charitable cause.
D. A company reducing its prices to attract more customers.
73. A company is targeting a niche market. Which promotional tool is MOST suitable for reaching this audience?
A. Mass Advertising
B. Direct Marketing
C. Public Relations
D. Sales Promotion
74. What is ‘product placement’?
A. A strategy for setting the price of a product.
B. A promotional technique where a product appears within a movie, TV show, or other media.
C. A method for distributing products to retailers.
D. A strategy for designing product packaging.
75. What is the main purpose of ‘institutional advertising’?
A. To promote a specific product or service.
B. To build goodwill and enhance the company’s overall image.
C. To generate immediate sales.
D. To compare the company’s products with competitors’.
76. A company offers a ‘loyalty program’ to its customers. What type of promotional tool is this?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Personal Selling
77. What is ‘guerrilla marketing’?
A. A marketing strategy that uses only traditional advertising methods.
B. A marketing strategy that relies on high-budget campaigns.
C. A marketing strategy that uses unconventional and surprising interactions to promote a product or service.
D. A marketing strategy that focuses on direct mail campaigns.
78. What does ‘reach’ refer to in the context of advertising?
A. The number of times an individual is exposed to an advertisement.
B. The percentage of the target audience exposed to an advertisement at least once during a specific period.
C. The cost of running an advertisement on a particular channel.
D. The creative design and messaging of an advertisement.
79. A company wants to create a strong brand image. Which promotional tool is MOST effective for achieving this goal?
A. Sales Promotion
B. Public Relations
C. Advertising
D. Direct Marketing
80. What is the primary difference between advertising and public relations?
A. Advertising is paid for, while public relations is generally earned through media coverage.
B. Advertising is focused on building brand awareness, while public relations focuses on sales.
C. Advertising is short-term, while public relations is long-term.
D. Advertising targets a broad audience, while public relations targets specific stakeholders.
81. Which of the following is NOT a common objective of sales promotion?
A. To increase short-term sales.
B. To build long-term brand loyalty.
C. To attract new customers.
D. To clear out inventories.
82. A company wants to build strong relationships with its customers. Which promotional tool is MOST suitable?
A. Advertising
B. Personal Selling
C. Sales Promotion
D. Public Relations
83. What is ‘event marketing’?
A. A strategy for managing a company’s finances.
B. A process of developing new products.
C. A promotional strategy that involves creating or participating in events to promote a brand or product.
D. A method for analyzing market trends.
84. A company launches a social media campaign that goes viral but doesn’t increase sales. What might be the problem?
A. The campaign was too successful.
B. The target audience was too small.
C. The campaign didn’t effectively translate awareness into purchase intent.
D. The company should have used more traditional advertising methods.
85. Which of the following is an example of ‘direct marketing’?
A. A billboard advertisement on a highway.
B. A social media post on Facebook.
C. A personalized email offering a discount to a customer.
D. A television commercial during primetime.
86. What is ‘buzz marketing’?
A. A marketing strategy that focuses on direct mail campaigns.
B. A marketing strategy that generates excitement and conversations around a brand or product.
C. A marketing strategy that relies solely on traditional advertising methods.
D. A marketing strategy that targets only business customers.
87. What is the role of a ‘brand ambassador’ in promotional activities?
A. To design the company’s logo and visual identity.
B. To represent the brand positively and promote it through personal appearances and endorsements.
C. To manage the company’s financial accounts.
D. To develop the company’s products.
88. A company decides to reduce its advertising budget during an economic downturn. What potential risk does this strategy pose?
A. Increased sales due to lower prices.
B. Loss of market share to competitors who maintain or increase their advertising.
C. Improved brand image due to reduced marketing noise.
D. Decreased customer loyalty due to less frequent communication.
89. What is ‘personal selling’ in the context of the promotional mix?
A. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
B. Building good relations with the company’s various publics by obtaining favorable publicity.
C. Short-term incentives to encourage the purchase or sale of a product or service.
D. Personal customer interactions by the firm’s sales force for the purpose of making sales and building customer relationships.
90. A company is launching a new product and needs to create immediate awareness. Which promotional tool is MOST suitable?
A. Public Relations
B. Advertising
C. Personal Selling
D. Direct Marketing
91. What is the ‘competitive-parity method’ of setting a promotion budget?
A. Setting the budget based on what the company thinks it can afford.
B. Setting the budget based on the company’s objectives and tasks.
C. Setting the budget to match competitors’ spending.
D. Setting the budget based on a percentage of sales.
92. What is the primary goal of integrated marketing communications (IMC)?
A. To maximize the number of advertising channels used.
B. To ensure consistent messaging across all marketing channels.
C. To minimize marketing expenses.
D. To target only the most profitable customer segments.
93. What is the ‘affordable method’ of setting a promotion budget?
A. Setting the budget based on what the company thinks it can afford.
B. Setting the budget based on the company’s objectives and tasks.
C. Setting the budget based on what competitors are spending.
D. Setting the budget based on a percentage of sales.
94. What is the difference between informative advertising and persuasive advertising?
A. Informative advertising aims to create immediate sales, while persuasive advertising aims to build brand awareness.
B. Informative advertising communicates the value proposition, while persuasive advertising attempts to build selective demand.
C. Informative advertising is more expensive than persuasive advertising.
D. Informative advertising is used for new products, while persuasive advertising is used for mature products.
95. Which of the following is an example of direct-response marketing?
A. A television advertisement that builds brand image.
B. A print advertisement with a coupon that can be redeemed in-store.
C. A public relations campaign to improve company reputation.
D. Sponsorship of a local sports team.
96. Which of the following is an example of ‘push’ promotional strategy?
A. Direct-to-consumer advertising.
B. Offering incentives to retailers to stock and promote a product.
C. Creating viral marketing campaigns.
D. Building a strong brand reputation through public relations.
97. What is the ‘percentage-of-sales method’ of setting a promotion budget?
A. Setting the budget based on what the company thinks it can afford.
B. Setting the budget based on the company’s objectives and tasks.
C. Setting the budget based on what competitors are spending.
D. Setting the budget based on a percentage of current or forecasted sales.
98. What is the AIDA model?
A. A model that describes the stages a salesperson goes through in the selling process.
B. A model that outlines the steps consumers take in the buying process: Awareness, Interest, Desire, Action.
C. A model for measuring advertising effectiveness.
D. A model for managing customer relationships.
99. What is sales promotion?
A. Long-term strategies to build brand equity.
B. Short-term incentives to encourage purchase or sales of a product or service.
C. Building relationships with customers.
D. Managing the company’s reputation.
100. Which of the following is an example of a ‘pull’ promotional strategy?
A. Offering discounts to distributors.
B. Extensive advertising to create consumer demand.
C. Providing sales training to retail staff.
D. Offering trade allowances to wholesalers.
101. What is the ‘objective-and-task method’ of setting a promotion budget?
A. Setting the budget based on what the company thinks it can afford.
B. Developing the promotion budget by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks.
C. Setting the budget based on what competitors are spending.
D. Setting the budget based on a percentage of sales.
102. What is native advertising?
A. Advertising that is created by local artists.
B. Advertising that blends in with the content of the platform on which it appears.
C. Advertising that is targeted to native populations.
D. Advertising that uses only the local language.
103. Which of the following is NOT a common objective of advertising?
A. To build brand awareness.
B. To generate immediate sales.
C. To increase production capacity.
D. To persuade customers to switch brands.
104. What is mobile marketing?
A. Marketing using vehicles to display advertisements.
B. Marketing using mobile devices, such as smartphones and tablets.
C. Marketing using only SMS messages.
D. Marketing that is not targeted.
105. What is direct marketing?
A. Promoting products through intermediaries.
B. Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
C. Selling products door-to-door.
D. Using social media to promote products.
106. What is the role of a media planner in advertising?
A. To create the creative content of the advertisements.
B. To select the most cost-effective media channels to reach the target audience.
C. To manage the company’s public relations.
D. To conduct market research.
107. Which of the following is NOT a factor to consider when setting the promotion budget?
A. The stage of the product life cycle.
B. The company’s market share.
C. The competitor’s promotional spending.
D. The CEO’s personal preferences.
108. What is buzz marketing?
A. Creating a loud noise to attract attention.
B. Enlisting opinion leaders to spread the word about a company’s products.
C. Marketing directly to businesses.
D. A marketing strategy that is no longer effective.
109. What is the purpose of public relations (PR)?
A. To directly persuade customers to buy a product.
B. To manage and maintain a positive image and relationship with the public.
C. To generate immediate sales through promotional offers.
D. To control all communication channels of a company.
110. What is ‘frequency’ in the context of advertising?
A. The number of people who see an advertisement.
B. The average number of times a person in the target audience is exposed to an advertisement.
C. The cost per thousand impressions.
D. The length of the advertising campaign.
111. What is the role of a salesperson in personal selling?
A. To only process orders.
B. To build relationships, understand customer needs, and provide solutions.
C. To only focus on closing deals.
D. To avoid direct interaction with customers.
112. What is ‘reach’ in the context of advertising?
A. The number of times an individual is exposed to an advertisement.
B. The percentage of the target audience exposed to an advertisement at least once.
C. The total cost of an advertising campaign.
D. The effectiveness of an advertisement in generating sales.
113. What is reminder advertising?
A. Advertising that aims to inform consumers about a new product.
B. Advertising that aims to persuade consumers to switch brands.
C. Advertising that aims to keep the brand in customer’s minds during off-seasons.
D. Advertising that aims to create buzz around a product.
114. What is personal selling?
A. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
B. Personal customer interactions by the firm’s sales force for the purpose of making sales and building customer relationships.
C. Building good relations with the company’s various publics by obtaining favorable publicity.
D. Short-term incentives to encourage the purchase or sale of a product or service.
115. What is viral marketing?
A. A type of marketing that uses viruses to spread promotional messages.
B. Creating content that is so infectious that customers will want to pass it along to others.
C. Marketing directly to a viral population.
D. A marketing strategy that is no longer effective.
116. How does Integrated Marketing Communication (IMC) relate to customer experience?
A. IMC focuses solely on advertising, ignoring other touchpoints.
B. IMC aims to deliver a consistent and positive customer experience across all touchpoints.
C. IMC is only relevant for online marketing.
D. IMC prioritizes cost-effectiveness over customer satisfaction.
117. What is the purpose of a press release?
A. To directly sell products to consumers.
B. To announce news and information to the media.
C. To conduct market research.
D. To manage customer service inquiries.
118. Which of the following is a disadvantage of using social media for marketing?
A. High cost of implementation.
B. Difficulty in targeting specific audiences.
C. Lack of control over the message and potential for negative publicity.
D. Limited reach compared to traditional media.
119. What is trade promotion?
A. Promotional activities targeted at final consumers.
B. Promotional activities targeted at business customers, such as retailers and wholesalers.
C. Promotional activities targeted at employees.
D. Promotional activities targeted at shareholders.
120. Which of the following is NOT a key element of the promotional mix?
A. Advertising
B. Public Relations
C. Product Design
D. Sales Promotion
121. A company wants to target a very specific niche market with a personalized message. Which promotional method is MOST appropriate?
A. Mass advertising on television.
B. Direct marketing via email or mail.
C. Public relations through press releases.
D. Sales promotions in retail stores.
122. A company decides to sponsor a local charity event. What element of the promotional mix does this primarily fall under?
A. Advertising
B. Sales Promotion
C. Direct Marketing
D. Public Relations
123. A company launches a new product. Which promotional mix element is MOST effective for quickly creating widespread awareness?
A. Personal Selling
B. Public Relations
C. Advertising
D. Direct Marketing
124. Which communication channel is best suited for delivering complex information and detailed explanations to potential customers?
A. Social Media Posts
B. Billboards
C. White Papers
D. Radio Ads
125. Which of the following is a potential drawback of using ‘celebrity endorsements’ in advertising?
A. They are always very cost-effective.
B. They guarantee increased sales.
C. The celebrity’s reputation could negatively impact the brand if they are involved in a scandal.
D. They always appeal to all target audiences.
126. A company wants to measure the effectiveness of its advertising campaign. Which metric provides insight into how memorable the ads are?
A. Click-through rate
B. Brand recall
C. Website conversion rate
D. Cost per impression
127. Which promotional tool is most suitable for building relationships with key stakeholders, such as investors and government officials?
A. Advertising
B. Direct Marketing
C. Public Relations
D. Sales Promotion
128. What is ‘public relations’ primarily focused on?
A. Directly persuading customers to buy products.
B. Building and maintaining a positive image for the company and its brands.
C. Managing a company’s finances.
D. Developing new product features.
129. A small business has a limited marketing budget. Which promotional method is generally the MOST cost-effective for reaching a local audience?
A. National television advertising
B. Local social media marketing and community engagement
C. Full-page ads in national newspapers
D. Direct mail campaigns to every household in the country
130. What does ‘reach’ refer to in the context of advertising?
A. The cost-effectiveness of an advertising campaign.
B. The number of times an individual is exposed to an advertisement.
C. The percentage of the target audience exposed to an advertisement at least once.
D. The creative quality of an advertisement.
131. A company is facing a crisis due to negative publicity. Which promotional mix element is MOST crucial for managing the situation?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
132. What is the role of ‘trade promotions’?
A. To directly target end consumers with promotional offers.
B. To incentivize wholesalers and retailers to stock and promote a manufacturer’s products.
C. To build brand awareness through public relations activities.
D. To create viral marketing campaigns on social media.
133. In the context of digital marketing, what does ‘SEO’ (Search Engine Optimization) primarily focus on?
A. Creating visually appealing website designs.
B. Improving a website’s ranking in search engine results pages.
C. Managing a company’s social media accounts.
D. Sending out email newsletters to subscribers.
134. A company wants to create a sense of urgency and encourage immediate purchases. Which promotional tool is MOST effective?
A. Long-term branding campaigns
B. Public relations efforts
C. Limited-time sales promotion
D. Building a strong brand reputation
135. Which of the following is NOT a typical objective of advertising?
A. To inform customers about a new product.
B. To persuade customers to switch brands.
C. To remind customers about existing products.
D. To manage a company’s internal operations.
136. A company wants to build a strong, positive brand image over the long term. Which promotional mix element should it prioritize?
A. Sales Promotion
B. Direct Marketing
C. Advertising and Public Relations
D. Personal Selling
137. What is ‘personal selling’ and when is it most effective?
A. Mass advertising; effective for reaching a broad audience.
B. One-on-one interaction with customers; effective for complex or high-value products.
C. Online marketing; effective for generating leads.
D. Public relations; effective for building brand image.
138. What is a key advantage of using ‘direct marketing’?
A. It is the cheapest form of promotion.
B. It allows for highly targeted and personalized messaging.
C. It reaches the broadest possible audience.
D. It is effective for building brand awareness quickly.
139. What is the primary goal of integrated marketing communications (IMC)?
A. To maximize the number of advertising channels used.
B. To ensure all marketing and promotional activities project a consistent, unified brand message.
C. To reduce marketing costs by using fewer communication tools.
D. To target the largest possible audience with generic messaging.
140. Which of the following is an example of ‘sales promotion’?
A. A company’s annual report.
B. A television commercial for a new car.
C. A buy-one-get-one-free offer on a product.
D. A press release announcing a new CEO.
141. Which of the following is an example of ‘guerilla marketing’?
A. Running a Super Bowl commercial.
B. Placing a full-page ad in a national newspaper.
C. Organizing a flash mob to promote a product in a public place.
D. Sending out email newsletters to subscribers.
142. What is the key difference between ‘push’ and ‘pull’ promotional strategies?
A. Push strategies focus on advertising, while pull strategies focus on public relations.
B. Push strategies target consumers directly, while pull strategies target intermediaries.
C. Push strategies target intermediaries to sell to consumers, while pull strategies target consumers to create demand.
D. Push strategies are short-term, while pull strategies are long-term.
143. A company uses social media to engage with customers and build a community around its brand. This is an example of:
A. Direct Marketing
B. Advertising
C. Public Relations
D. Sales Promotion
144. Which of the following is the BEST example of ‘integrated marketing communications’ in action?
A. A company runs a TV ad campaign without coordinating with its social media team.
B. A company uses different logos and messaging across its website, print ads, and social media.
C. A company runs a consistent marketing message across all channels, including TV, social media, and in-store promotions.
D. A company focuses solely on one marketing channel to reduce costs.
145. Which of the following is NOT a key element of the promotional mix?
A. Advertising
B. Public Relations
C. Product Design
D. Sales Promotion
146. Which of the following metrics is MOST relevant for measuring the success of a direct marketing campaign?
A. Brand Awareness
B. Conversion Rate
C. Website Traffic
D. Social Media Engagement
147. What is ‘buzz marketing’?
A. Using celebrity endorsements to promote a product.
B. Creating excitement and word-of-mouth around a product or brand.
C. Sending out promotional emails to a large list of contacts.
D. Offering discounts and coupons to customers.
148. What is the primary goal of ‘brand advocacy’?
A. To directly increase sales in the short term.
B. To build long-term loyalty and positive word-of-mouth through satisfied customers.
C. To create catchy advertising slogans.
D. To minimize marketing expenses.
149. What is the key difference between ‘advertising’ and ‘public relations’?
A. Advertising is always free, while public relations is paid.
B. Advertising is paid media space, while public relations is earned media coverage.
C. Advertising is targeted at businesses, while public relations is targeted at consumers.
D. Advertising is short-term, while public relations is long-term.
150. Which of the following is NOT a common objective of sales promotion?
A. Increasing short-term sales
B. Building long-term brand loyalty
C. Encouraging trial of a new product
D. Clearing out excess inventory
