MKT3160 Marketing Principles: Promotion and Promotional Mix
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Questions and Answers

What is the primary goal of a sales promotion?

  • To promote goodwill and build trust
  • To build long-term customer relationships
  • To influence immediate purchase (correct)
  • To manage publicity

    • What is the key benefit of Public Relations?

  • Credibility (correct)
  • Increased sales
  • Balancing demand against available inventory
  • Reducing risk of initial trial

    • What is the primary goal of direct marketing?

  • To increase brand awareness
  • To reach a large audience
  • To promote a product to a highly targeted audience (correct)
  • To increase customer loyalty

    • What is the function of advertising that aims to improve customer recall of products and services?

    <p>Remind and Reinforce</p> Signup and view all the answers

    Which of the following is NOT a promotional mix element?

    <p>Product</p> Signup and view all the answers

    What is the primary purpose of Direct Marketing?

    <p>To receive a direct response from the customer</p> Signup and view all the answers

    What does CPM represent in advertising?

    <p>Cost Per Thousand Impressions</p> Signup and view all the answers

    What is the term for advertising that reaches people who are not part of the target market?

    <p>Waste coverage</p> Signup and view all the answers

    Which of the following is a type of sales promotion?

    <p>Frequent-user Program</p> Signup and view all the answers

    What is the primary objective of a marketer when communicating with customers?

    <p>To communicate in a way that the customer understands</p> Signup and view all the answers

    What is the primary goal of Search Engine Optimization (SEO)?

    <p>To make a website more visible on search engine results pages</p> Signup and view all the answers

    What is the primary challenge addressed by the SUCCESs Model in advertising?

    <p>Cutting through promotional clutter</p> Signup and view all the answers

    What is the primary goal of Search Engine Optimization (SEO)?

    <p>To have web pages included in the results of as many searches as possible</p> Signup and view all the answers

    What is the term for the process of creating an index of all online content?

    <p>Indexing</p> Signup and view all the answers

    What type of backlinks occur when someone finds web content useful?

    <p>Natural Backlinks</p> Signup and view all the answers

    What is the term for the amount of money an advertiser pays when someone clicks on its ad?

    <p>Cost-Per-Click</p> Signup and view all the answers

    What is the term for the percentage of clicks to impressions in Pay-Per-Click advertising?

    <p>Click-Through-Rate</p> Signup and view all the answers

    What is the primary difference between SEO and Search Engine Marketing (SEM)?

    <p>SEO focuses on organic search, while SEM focuses on paid ads</p> Signup and view all the answers

    What is the primary purpose of a Call-to-Action (CTA) on a landing page?

    <p>To clearly indicate what a visitor is expected to do on the page</p> Signup and view all the answers

    Which social media platform is known for its visual-based features and 'stories'?

    <p>Instagram</p> Signup and view all the answers

    What is the term for showing ads to people who have visited a website?

    <p>Retargeting</p> Signup and view all the answers

    What is the primary function of an Advertising Network?

    <p>To connect advertisers with publishers</p> Signup and view all the answers

    Which social media platform has the largest user base among the traditional social media platforms?

    <p>Facebook</p> Signup and view all the answers

    What is the purpose of a Quality Score in Google metric?

    <p>To evaluate the quality of a keyword and landing page experience</p> Signup and view all the answers

    What is the first step in scanning the environment?

    <p>Observe</p> Signup and view all the answers

    What is the primary purpose of identifying internal weaknesses?

    <p>To create a baseline of success and failure</p> Signup and view all the answers

    What is the key difference between weaknesses and threats?

    <p>Weaknesses are internal, while threats are external</p> Signup and view all the answers

    What is the outcome of analyzing strengths and weaknesses, along with external initiatives?

    <p>Identification of opportunities</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis?

    <p>To identify opportunities and threats</p> Signup and view all the answers

    What should be analyzed before identifying weaknesses?

    <p>Strengths</p> Signup and view all the answers

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