Promotion & Selling 101
Campaigns
Marketing Misfires
By the Numbers
The Fine Print
Viral
Digital
Global Marketplace
Name That Brand
Psychology
100
This is the process of making products that are the same or similar appear different from or better than those of competitors.
What is product differentiation?
100
This athletic brand's three-word slogan, "Just Do It," has encouraged determination and action since its launch in 1988.
Nike
100
A 2017 ad for this soda brand, featuring model Kendall Jenner at a protest, was immediately pulled after being widely criticized for trivializing social justice movements.
Pepsi
100
It’s widely accepted that the number of ads we see a day is somewhere between ________ and _______.
Any number between the range will be accepted.
This figure may indicate the total number of ads we’re exposed to, but it doesn’t necessarily reflect the number of ads we actively notice.
4,000 and 10,000
100
In Australia, this government body, known by a four-letter acronym, is the main enforcer of consumer protection laws like the Competition and Consumer Act.
ACCC (Australian Competition and Consumer Commission)
100
This chilly 2014 social media challenge involved dumping a bucket of ice water over one's head to raise awareness and millions of dollars for ALS research
What is the Ice Bucket Challenge?
100
This three-letter acronym stands for the process of improving a website's visibility and ranking on search engines like Google
____________ _____________ O____________
What is SEO (Search Engine Optimization)
100
This fast-food chain, known for its fried chicken, sells very different items globally, including spaghetti in the Philippines and porridge-like congee in China
Who is KFC (Kentucky Fried Chicken)?
100
Slogan: "Hungry Thirsty"
OAK
100
This cognitive bias describes our tendency to rely heavily on the first piece of information offered when making decisions, a tactic used in pricing by showing a high "original" price next to a sale price.
A. The Decoy Effect B. The Anchoring Bias
B. What is the Anchoring Bias?
200
The role of promotion is to inform, persuade, and do this third action to remind consumers about a business's products.
What is 'remind'?
200
This beverage company's "Share a Coke" campaign, which printed popular names on its bottles, was so successful in Australia that it was rolled out internationally.
Coca-Cola
200
In 1985, Coca-Cola disastrously replaced its beloved classic formula with this sweeter product, leading to a massive public outcry. What was it called?
N_________ C________
New Coke
200
A staggering 78% of consumers begin their purchasing journey on this platform, regardless of whether the final purchase is made there or in a physical store.
online/internet/app
200
A business advertising a "Was/Now" price may be engaging in misleading conduct if the product was never actually sold at the higher "Was" price.
What is false or misleading advertising?
200
The 2023 movie for this iconic doll brand launched a viral campaign with an AI-powered "Selfie Generator" that allowed users to create their own movie posters
Who is Barbie?
200
This is a strategic approach focused on creating and distributing valuable and relevant content, such as blogs and videos, to attract and retain a defined audience.
What is content marketing?
200
A global marketing strategy that assumes "one size fits all" and uses the same plan in all countries is known as this type of approach
S__________D approach
What is a standardised approach?
200
Slogan: "Because You're Worth It.
L'Oréal
200
The innate need to like and do the same things as our peers, often leveraged through customer testimonials and reviews, is known as this.
Social Proof?
300
Releasing the aroma of baked bread in a supermarket, which was found to triple sales in the bakery section, is an example of this type of marketing.
S____________ Marketing
What is scent marketing?
300
In this computer company's "Get a Mac" campaign, actor Justin Long personified the cool, youthful Mac, while John Hodgman played the dull, stuffy PC
Apple
300
Why was this logo changed so quickly?
Intense consumer backlash/negative reviews
300
The average social media user spends greater OR less than 2 hours on social platforms every day
greater - 2 hours and 24 minutes
300
This practice, which includes advertising a product at a very low price to attract customers and then claiming it's out of stock to sell a more expensive item, is illegal.
What is bait advertising (or bait and switch)?
300
According to a 2024 report, 63% of consumers would stop following an influencer if they say or do something that conflicts with their personal_______?
Values/beliefs
300
TRUE OR FALSE: A/B testing, also known as split testing, involves comparing two versions of a webpage or email to see which one performs better
TRUE
300
This popular chip brand is known for its wide variety of international flavors, including Seaweed in China, Paprika in Belgium, and Enchilada in Mexico.
Who are Pringles?
300
Slogan: "The Happiest Place on Earth."
Disneyland
300
Phrases like "limited-time offer" or "only 3 left in stock" are designed to trigger this psychological principle, based on a fear of missing out.
Scarcity
400
Advertising, personal selling, relationship marketing, publicity, and sales promotion are the key elements that make up this.
What is the promotion mix?
400
This personal care brand's "Campaign for Real Beauty" was celebrated for challenging unrealistic beauty standards by featuring real women instead of models.
Dove
400
On International Women's Day in 2021, the UK division of this fast-food chain tweeted, "Women belong in the kitchen," as a misguided attempt to promote a culinary scholarship.
Burger King/Hungry Jack's
400
It costs, on average, this many times more to acquire a new customer than it does to keep an existing one.
A. 2 times B. 4 times C. 6 times
6 times
400
The inclusion of branded products in movies and TV shows, like Coca-Cola appearing in The Big Bang Theory, is a promotional strategy known as this.
What is product placement?
400
This is the most downloaded non-gaming app in the world and a dominant platform for influencer marketing, especially with Gen Z consumers.
What is TikTok?
400
TRUE or FALSE: In SEO, the text of a hyperlink that is visible to the user is known as 'wrapping text', and it helps search engines understand what the linked page is about
False: 'anchor text'
400
A business that modifies its marketing strategy to account for differences in culture, religion, and tastes between countries is using this type of approach.
C____________ Approach
customised approach
400
Slogan: "Good Different"
Aldi
400
An ad for toothpaste that states it is "the #1 brand recommended by dentists" is primarily leveraging this principle of persuasion: A______________
Authority
500
This is when business owners take steps to ensure that the broader social welfare of employees, customers, and the environment is considered in their dealings.
What is corporate social responsibility?
500
The California Milk Processor Board created one of the most famous campaigns of all time with this simple two-word question, often posed by celebrities with milk mustaches.
"Got Milk?"
500
The highly anticipated Samsung Galaxy Note 7 smartphone became a major product failure in 2016 due to this dangerous technical flaw that led to a global recall.
overheating and exploding batteries
500
Social commerce, which turns platforms like Instagram and TikTok into direct sales channels, is growing at this many times the rate of traditional e-commerce.
A. Two times B. Three times C. Five times Answer
three times
500
According to the American Psychological Association, marketing to children under this age is widely considered "inherently unfair" because they cannot recognize the persuasive intent of ads.
A. Age 12 B. Age 10 C. Age 8 D. Age 5
age 8
500
What was the name of the TikTok trend where users pretended to be frozen in place?
The “Mannequin Challenge”.
500
According to Google, creating content primarily for people, not to manipulate search rankings, is known as creating this type of content: P______-f_____ content
people-first content?
500
This Australian-style boot, originally a functional item for surfers, was successfully transformed by a U.S. company into a global fashion and luxury brand, becoming a footwear phenomenon in the 2000s.
UGG
500
Logo: A red bullseye
Target
500
The human tendency to resist change and stick with a current situation, even if a better alternative exists, is known as this cognitive bias.
A. Confirmation Bias
B. Status Quo Bias
C. Bandwagon Effect
B. Status Quo Bias
600
This type of promotion is a free news story about a business, whereas advertising is a paid, non-personal message
What is publicity?
600
The fast-paced and humorous 'The Man Your Man Could Smell Like' campaign, which successfully repositioned its brand by primarily targeting women, is the campaign for what brand?
Old Spice
600
A 2017 social media ad for this brand's body wash was widely condemned as racist for its sequence of images that appeared to show a Black woman turning into a white woman. 
Dove
600
While 65% of consumers prefer brands that offer personalized recommendations, this higher percentage expresses concerns about how their data is being used
A. 68% B. 72% C. 85%
B. 72%
600
This government body's 2006 tourism campaign, which ended with the line "Where the bloody hell are you?", was famously banned in several countries for its use of "unparliamentary language" and cost a reported $180 million.
_______m A__________
Tourism Australia
600
According to a 2024 report on influencer marketing, when consumers are actively searching for product reviews and information, this is the number one social platform they turn to
A. Instagram B. Facebook C. YouTube
YouTube
600
In email marketing, this online media company is known as the "king of subject lines" for its ability to write engaging headlines that make users want to click
B_________F_________
Buzzfeed
600
Updating a product's slogan or brand name to better fit a new market, a non-physical change, is an example of this type of adaptation.
A. Tangible adaptation
B. Price adaptation
C. Intangible adaptation
C. What is intangible adaptation?
600
Logo: A yellow seashell on a red background
Shell
600
Research shows that using red for "Buy Now" or Call-to-Action buttons can significantly boost conversions because the color is psychologically associated with this.
A. Trust and security
B. Calmness and relaxation
C. Urgency and energy
urgency and energy
700
The process of selling products based on their environmental benefits, such as using sustainable materials or recyclable packaging, is known as this.
A. Ethical Consumerism B. Green Marketing
C. Social Responsibility
B. What is Green Marketing?
700
The iconic "Just Do It" slogan was famously inspired by the final words of this individual.
A. A famous athlete B. A death row inmate
C. Nike's founder
a death row inmate
700
This Australian supermarket chain was forced to apologise in 2015 after launching an Anzac Day campaign branded "Fresh in Our Memories", which was widely condemned for co-opting a solemn event with a grocery tagline.
Woolworths
700
A mere 5% increase in customer retention can elevate a company's profits by this remarkable range:
A. 10% to 30%
B. 15% to 50%
C. 25% to 95%
D. 50% to 100%
25% to 95%
700
A website that makes it extremely easy to sign up for a subscription but intentionally makes the cancellation process confusing and difficult is using a type of unethical design known as this. A. A Roach Motel B. Tunnelling C. Confirmshaming
A. What is a Roach Motel?
700
In a clever 2024 campaign, skincare brand CeraVe created a multi-week prank to convince the internet that this actor was its secret founder.
A. Michael Cera B. Jesse Eisenberg C. Adam Driver
D. Jonah Hill
A. Who is Michael Cera?
700
While "mega-influencers" have millions of followers, brands often target these influencers, with 1,000 to 100,000 followers, for their high engagement and niche audience trust.
A. Nano-influencers
B. Micro-influencers
C. Affiliate marketers
B. What are micro-influencers?
700
In 2011, Coca-Cola's "Share a Coke" campaign was a global concept, but it was customized for each market by using what specific local element on its packaging?
common first names from that country
700
Logo: A green mermaid (siren) in a circle.
Starbucks
700
This cognitive bias explains why people feel the pain of a potential loss roughly twice as strongly as the pleasure of an equivalent gain.
A. Loss Aversion
B. Anchoring Bias
C. Sunk Cost Fallacy
D. Confirmation Bias
A. What is Loss Aversion?
800
A rewards-based program offered by a business to customers who frequently make purchases, such as the Coles FlyBuys scheme, is an example of this marketing strategy.
R_________________ Marketing
What is Relationship Marketing?
800
In 2012, Red Bull executed the "Stratos" mission, where Felix Baumgartner jumped from the stratosphere. How far did he fall approx: A: 29km
B: 39km C: 49km D: 59km
B: 39km
800
n the 1980s, American Airlines lost millions on its "AAirpass," which backfired because it offered this perk for a one-time fee of $250,000 with no restrictions.
A. Unlimited free checked baggage for life
B. Unlimited first-class flights for life
C. Lifetime access to all airport lounges
D. A free monthly private jet flight
B. What is unlimited first-class flights for life?
800
In a study on brand recall, 78% of participants could remember a brand's color, while only this percentage could remember the brand's name
A. 65% B. 58% C. 43% D. 31%
C. 43%
800
In 2018, food company Heinz was fined $2.25 million for misleadingly marketing its "Little Kids Shredz" range as healthy when the products contained more than this percentage of sugar.
A. 25% B. 40% C. 60% D. 75%
What is 60%?
800
When consumers are most likely to actually purchase products directly through social media, this platform was ranked number one overall by US consumers in a 2024 study.
A. TikTok B. Instagram C. Pinterest D. Facebook
D. What is Facebook?
800
To prevent issues with duplicate content, web developers use this HTML tag to signal to search engines which URL is the "master copy" of a page.
A. The Title Tag
B. The Canonical Tag
C. The Meta Description
B. What is the Canonical Tag?
800
Altering the physical packaging of a product to adhere to local regulations or to appeal to local consumers is an example of this type of adaptation.
A. Promotional adaptation
B. Intangible adaptation
C. Tangible adaptation
D. Price adaptation
C. What is tangible adaptation?
800
Logo: Two interlocking circles, one red and one yellow, with an orange overlap in the center.
Mastercard
800
When a person actively seeks out information that supports their existing beliefs while ignoring contradictory evidence, they are exhibiting this cognitive bias.
A. Bandwagon Effect
B. Confirmation Bias
C. Halo Effect
D. Dunning-Kruger Effect
B. What is Confirmation Bias?
900
The ultimate aim of this process, which involves subdividing the total market into groups with common characteristics, is to increase sales by better understanding target customers.
A. Product Differentiation
B. Market Segmentation
C. Niche Marketing D. Statistical Marketing
B. What is Market Segmentation?
900
The Always "#LikeAGirl" campaign was a powerful movement aimed at boosting the confidence of girls, which the brand stated often plummets during WHICH specific life stage?
Puberty/Teenage/adolescence
900
In 2017, this German luxury car brand withdrew an ad in China after it was accused of objectifying women by having a mother-in-law physically inspect the bride at her wedding.
A. BMW B. Mercedes-Benz C. Audi
Audi
900
According to a 2025 study, this percentage of consumers say that colour is the main reason they choose one product over another.
A. 55% B. 70% C. 85% D. 95%
C. 85%
900
The footwear company Skechers was fined $40 million for making unsupported claims that its "Shape-ups" shoes would help people do this.
A. Run faster and jump higher
B. Improve posture and back pain
C. Lose weight and tone muscles
D. Prevent foot injuries
C. What is lose weight and tone muscles?
900
Apple's long-running "#_______o_______i_________" campaign is a powerful example of leveraging User-Generated Content to showcase the quality of its product.
#ShotOniPhone
900
A company that creates a blog post with the title "How to Choose the Best Running Shoes" is using content marketing to target customers at this stage of the buyer's journey.
A. Awareness Stage
B. Consideration Stage
C. Decision Stage
D. Loyalty Stage
B. What is the Consideration Stage?
900
A diaper brand's initial launch in ______ struggled because its packaging featured a stork, a symbol for delivering babies in the West, but a concept that holds no meaning in __________ folklore.
A. China B. South Korea C. Vietnam D. Japan
Japan
900
Logo: A three-pointed star (representing land, sea, and air) enclosed within a silver circle.
Mercedes-Benz
900
This effect influences consumer choice between two options by adding a third, "asymmetrically dominated" option. It's famously used in subscription models to make the "medium" or "large" option seem like the best value.
A. The Decoy Effect
B. The Baader-Meinhof Phenomenon
C. The Compromise Effect
A. What is the Decoy Effect?
1000
This two-word term refers to the ability of children to nag their parents into purchasing products they might not otherwise buy.
P___________ P___________
What is Pester Power?
1000
Pepsi's "Is Pepsi Okay?" Super Bowl ad cleverly featured which trio of celebrities to flip a common restaurant scenario on its head?
A. George Clooney, Julia Roberts, and Matt Damon
B. Steve Carell, Cardi B, and Lil Jon
C. Ryan Reynolds, Blake Lively, and Hugh Jackman
D. Dwayne Johnson, Kevin Hart, and Jack Black
B. Steve Carell, Cardi B, and Lil Jon
1000
This global coffee giant's 2008 failure in Australia, where it shut 61 of 84 stores, is a classic case study in failing to understand the local market, as its "one-size-fits-all" model of sweet, large-portioned coffee was rejected by Australia's established "café culture".
Starbucks
1000
According to a 2024 report, 75% of consumers find this specific type of video content to be the most engaging on social media.
short-form videos (under 3 minutes), reels, shorts
1000
This emerging field uses techniques like EEG and fMRI to measure consumers' subconscious brain responses to ads, raising significant ethical questions about manipulation and consent.
A. Psychographic Marketing
B. Neuromarketing
C. Biometric Marketing
D. Neuro-centric Consumer Analysis
B. Neuromarketing
1000
In a wild 2024 campaign, this language-learning app shocked its followers by claiming its infamous green owl mascot, Duo, had _____________
passed away/died
1000
Google's AI video generation tool, used to create its first fully AI-generated TV ad, is known by this name:
A. Sora B. Midjourney C. Veo D. Gemini
C. What is Veo?
1000
In its "Masterpiece" campaign, Coca-Cola used AI and animation to bring famous artworks to life, including "The Scream" by this artist and a pop-art Coke bottle by Andy Warhol.
A. Vincent van Gogh
B. Pablo Picasso
C. Leonardo da Vinci
D. Edvard Munch
D. Who is Edvard Munch?
1000
Logo: A large blue 'U' shape composed of 25 smaller, distinct icons like a leaf, a swirl, a sun, and a fish.
Unilever
1000
This social norm, famously identified by Dr. Robert Cialdini, compels people to return a favor. In marketing, it's why giving a "free sample" or a small, unexpected gift can make a customer feel obligated to make a purchase.
A. The Authority Principle
B. The Reciprocity Principle
C. The Liking Principle
D. The Thankful Principle
B. What is the Reciprocity Principle?