WF MKT Know Your Options POSTTEST
1. Which of the following is an example of product promotion: (5 points)
a. Coupon for the purchase of Ritz crackers
b. Press conference announcing a major corporate merger
c. Philip Morris’ youth smoking prevention program
d. Recruiting event for a large technology firm
2. Which of the following is a use of product promotion: (5 points)
a. Recruiting new employees
b. Highlighting social or environmental issues
c. Informing customers about product features
d. Changing attitudes toward the company
3. Michael is visiting an electronics store, where a salesperson is trying to convince him to buy an Apple computer. This is an example of (5 points)
a. corporate promotion. c. primary product promotion.
b. institutional promotion. d. secondary product promotion.
4. Gabrielle saw two different beverage advertisements—one for the orange juice industry and one for the grape juice industry. Each was trying to persuade her to purchase its type of beverage. This is an example of
a. corporate promotion. c. primary product promotion.
b. institutional promotion. d. secondary product promotion.
5. Chris saw two different car advertisements—one for a Chevrolet and one for a Saturn. Each was trying to persuade him to purchase its particular brand of car. This is an example of
a. corporate promotion. c. primary product promotion.
b. institutional promotion. d. secondary product promotion.
6. Which of the following is an example of institutional promotion: (5 points)
a. Infomercial for jewelry
b. A company’s donation of blankets to the homeless
c. Advertisement for a local mattress superstore
d. Pitch from a jet-ski salesperson
7. Which of the following is a use of institutional promotion: (5 points)
a. Creating awareness of a good or service
b. Encouraging interest in a good or service
c. Building a reputation for a product
d. Informing the public about the company’s future
8. A company sponsors an advertisement on local television, highlighting the importance of parents reading to their children. This is an example of what type of institutional promotion?
a. Patronage c. Public-service
b. Primary d. Public-relations
9. A company reacts to media reports that its product has been tampered with and is unsafe. This is an example of what type of institutional promotion? (5 points)
a. Patronage c. Public-service
b. Primary d. Public-relations
10. A local grocery store announces its extended hours and plans to expand its in-store pharmacy. This is an example of what type of institutional promotion? (5 points)
a. Patronage c. Public-service
b. Primary d. Public-relations
11. How does promotion help the economy grow? (5 points)
a. It educates customers. c. It creates awareness of companies.
b. It creates jobs. d. It encourages a higher standard of living.
12. How does promotion benefit customers? (5 points)
a. It supports the mass media. c. It enhances a company’s image.
b. It creates jobs. d. It educates them.
13. Which of the following is a benefit of promotional activities: (5 points)
a. They are deceiving. c. They help support the mass media.
b. They are all immediate and measurable. d. They are the foundation of the economy.
14. Which of the following is not a criticism of promotional activities: (5 points)
a. They do not support the mass media. c. They can be offensive.
b. They can be manipulative. d. They can be overly honest.
15. An advertisement for nutritional supplements features a man with a bodybuilder’s physique. What criticism of promotion might this illustrate? (5 points)
a. It can be offensive. c. It has limited abilities.
b. It can be deceptive. d. It can play upon people’s fears.
16. A magazine advertisement for cleaning supplies pictures a woman scrubbing the kitchen floor. What criticism of promotion might this illustrate? (5 points)
a. It can create or reinforce stereotypes. c. It can be deceptive.
b. It can play upon people’s fears. d. It has limited abilities.
17. A television advertisement shows a person who has bad breath from not using a specific brand of toothpaste. What criticism of promotion does this illustrate? (5 points)
a. It can be deceptive. c. It can play upon people’s fears.
b. It has limited abilities. d. It can be offensive.
18. In what way does promotion have limited abilities? (5 points)
a. It cannot substitute for salespeople. c. It makes up for poor-quality products.
b. It can achieve immediate success. d. It cannot play upon people’s fears.
19. Which of the following is a specific criticism of product promotion: (5 points)
a. It stirs up unnecessary debates. c. It’s easily measurable.
b. It does not add value to the product. d. It’s inexpensive.
20. Which of the following is a specific criticism of institutional promotion: (5 points)
a. It may take money away from product promotion.
b. It’s easily measurable.
c. It’s inexpensive.
d. It does not stir up unnecessary debates.