SEM II 2.09 Study Guide Question Preview (ID: 37868)


SEM II. TEACHERS: click here for quick copy question ID numbers.

A business that uses advertised specials to attract customer interest should use displays to accomplish which action?
a) Reinforce interest
b) Overcome interest
c) Increase interest
d) Displace interest

When preparing promotional budgets, a guideline to follow is to keep them flexible due to budgets serve as which component?
a) Concepts
b) Objectives
c) Forecasts
d) Techniques

What is the primary factor that marketers must consider when allocating funds to the promotional budget?
a) Promotional mix
b) Corporate accounting system
c) Inventory levels
d) Size of the organization

When should sports or event organizers consider hiring a promotional agency?
a) Before corporate sponsors have been secured.
b) If a large event is scheduled in many cities over time.
c) After a small event has established a positive reputation.
d) Hiring additional personnel to oversee promotional efforts.

Marketers often develop and publish a promotional calendar of events in order to use it in which manner?
a) Pricing document
b) Policy guide
c) Advertising tool
d) Operating system

A business made $2.5 million in sales this year, and estimates a 5% increase in sales for the coming year. If the company allocates 10% of expected sales for promotional activities, how much would be allocated for next year's promotion?
a) $262,500
b) $255,000
c) $250,000
d) $265,500

For which situation might a business decide to increase the percentage of net sales allocated to its promotional budget?
a) Radio stations are charging more
b) Suppliers want more coverage.
c) Consumers want more coupons.
d) Competitors are spending more.

Which is an example of coordinating promotional activities?
a) A business advertises a product and mails free samples to consumers.
b) A business develops an annual schedule for window displays.
c) A famous athlete endorses a product in television and magazine ads.
d) Members of the distribution channel share advertising costs.

Many businesses coordinate a wide variety of promotional activities, such as advertising, special events, and displays, in order to accomplish which goal?
a) Spread out promotional funds
b) Reach a large audience
c) Maintain appearances
d) Keep employees occupied

A small start-up that sells its products to other businesses might consider allocating a large portion of its promotional budget to which activity?
a) Publicity
b) Advertising
c) Research
d) Personal selling

A business coordinates its advertising, visual merchandising, and special events in order to accomplish which goal?
a) Develop policies
b) Forecast sales
c) Attract customers
d) Improve relations

Which component might a business lose if it fails to inform its employees about the goods and services being promoted?
a) Sales
b) Image
c) Basics
d) Credit

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