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La promoción se centra principalmente en la producción del producto.
La promoción se centra principalmente en la producción del producto.
False
La promoción tiene como objetivo estimular la demanda.
La promoción tiene como objetivo estimular la demanda.
True
La promoción actúa únicamente sobre los clientes potenciales.
La promoción actúa únicamente sobre los clientes potenciales.
False
El proceso de comunicación en la promoción consiste en transmitir un mensaje del comprador al vendedor.
El proceso de comunicación en la promoción consiste en transmitir un mensaje del comprador al vendedor.
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La respuesta del comprador al mensaje es siempre la compra del producto.
La respuesta del comprador al mensaje es siempre la compra del producto.
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Personal selling is a form of communication where information is transmitted indirectly to a specific potential customer.
Personal selling is a form of communication where information is transmitted indirectly to a specific potential customer.
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Direct marketing includes activities like mail advertising, telemarketing, and social media to make sales propositions aimed at specific market segments.
Direct marketing includes activities like mail advertising, telemarketing, and social media to make sales propositions aimed at specific market segments.
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Contests, social media ads, and text messages are examples of personal selling.
Contests, social media ads, and text messages are examples of personal selling.
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Advertising is the transmission of impersonal and paid information through mass media like newspapers, radio, and television.
Advertising is the transmission of impersonal and paid information through mass media like newspapers, radio, and television.
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Public relations involve activities like media relations, image management, and sponsorship to obtain favorable information diffusion.
Public relations involve activities like media relations, image management, and sponsorship to obtain favorable information diffusion.
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Propaganda is information that is disseminated through mass media and controlled by the advertiser.
Propaganda is information that is disseminated through mass media and controlled by the advertiser.
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Sales promotion includes activities that use material or economic incentives to stimulate long-term demand for a product.
Sales promotion includes activities that use material or economic incentives to stimulate long-term demand for a product.
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The use of a single promotional instrument is common among companies
The use of a single promotional instrument is common among companies
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The level of utilization of promotional instruments depends on available resources
The level of utilization of promotional instruments depends on available resources
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Sales representatives are more likely to be involved in the sale of industrial products than in the sale of consumer products
Sales representatives are more likely to be involved in the sale of industrial products than in the sale of consumer products
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In the stages of the buying decision process, advertising is more important in the initial stages and after the transaction has been made
In the stages of the buying decision process, advertising is more important in the initial stages and after the transaction has been made
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Promotional expenses tend to be higher in the mature phase of the product life cycle
Promotional expenses tend to be higher in the mature phase of the product life cycle
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Study Notes
Marketing Communication Instruments: The Communication Mix
- The marketing communication mix includes personal selling, direct marketing, advertising, public relations, propaganda, and sales promotion.
- Personal selling is an oral and interactive form of communication where information is transmitted directly and personally to a specific potential customer and immediate feedback is received.
- Direct marketing includes activities like mail advertising, telemarketing, in-store operations, and social media to make sales propositions aimed at specific market segments.
- Direct marketing examples include contests, social media ads, text messages, referral programs, and pop-ups on websites.
- Advertising is the transmission of impersonal and paid information through mass media like newspapers, radio, and television, and its message is controlled by the advertiser.
- Public relations involve activities like media relations, image management, and sponsorship to obtain favorable information diffusion and improve the image of the company and its products.
- Propaganda is information that is disseminated through mass media, but unlike advertising, it is not controlled by the seller but by the media or other persons or institutions.
- Propaganda messages are transmitted through news or press releases that are not subscribed to by the seller but by the media or other institutions or persons.
- Sales promotion includes activities that use material or economic incentives like prizes, gifts, coupons, discounts, and more product quantity to stimulate short-term demand for a product.
- Personal selling is flexible and allows for immediate feedback, but it can be challenging to reach potential buyers.
- Direct marketing is highly targeted and offers immediate responses, but it can be intrusive and annoying.
- Advertising is impersonal and directed to the entire market, but it can be expensive and less effective than other methods.
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Description
¿Quieres poner a prueba tus conocimientos sobre la promoción de productos y empresas? ¡Este quiz es para ti! Aprende más sobre los objetivos y conceptos de la promoción, y descubre cómo se lleva a cabo a través de diferentes medios. ¡Demuestra tus habilidades en este tema clave para estimular la demanda y mejorar las ventas!
