Promotion Basics
Q: What are the five elements of the promotional mix?
A: Advertising, PR, Sales Promotion, Personal Selling, Direct Marketing
Q: What are the three primary objectives of advertising?
A: Inform, Persuade, Remind
Q: Which platform is the second-largest search engine?
A: YouTube
Q: What is geo-fencing?
A: A location-based strategy that sends alerts when users enter a designated area
Q: What is 'showrooming'?
A: When a customer browses a product in-store but buys it online
Q: What is the goal of reminder advertising?
A: To reinforce previous knowledge and keep the brand top of mind
Q: Which advertising appeal plays on avoiding a negative experience?
A: Fear appeal
Q: What is TikTok Shop known for?
A: Shoppable short-form content and impulse buying
Q: Give one example of mobile marketing.
A: Push notifications, SMS texts, QR codes, etc.
Q: What is 'webrooming'?
A: When a customer researches a product online but buys it in-store
Q: Define a "push strategy" in marketing.
A: Promotion directed to intermediaries to push the product to consumers
Q: What type of ad shows the relative strength of one brand over another?
A: Comparative/Competitive
Q: What does UGC stand for?
A: User-Generated Content
Q: What is a mobile app primarily used for in marketing?
A: To increase engagement and brand interaction
Q: Name two risks a consumer might evaluate before purchasing.
A: Financial risk, social risk, physical risk
Q: What is a pull strategy?
A: Promotion aimed at consumers to create demand
Q: What stage of the product life cycle uses pioneering advertising?
A: Introduction
Q: What are two performance metrics in social media marketing?
A: Click-through rate, shares, watch time, etc.
Q: What is the difference between showrooming and webrooming?
A: Showrooming: browse in-store, buy online; Webrooming: research online, buy in-store
Q: What’s an example of a low-complexity product?
A: A pack of gum, bottle of water, or phone charger
Q: Which promotional element is most credible but least controllable?
A: Public Relations
Q: Define CPM and how it's calculated.
A: Cost per thousand impressions = (Cost ÷ Impressions) × 1,000
Q: Name one benefit and one drawback of digital marketing.
A: Benefit: Measurable; Drawback: Privacy concerns
Q: Name a future trend in mobile or digital marketing.
A: Voice search, microinfluencers, AI content, etc.
Q: What is the biggest factor influencing online purchasing behavior today?
A: Convenience