Tutorial 9: Promotion

1. The use of short-term incentives to encourage the purchase or sale of a product or service is
called ________.
A) direct marketing
B) sales promotion
C) personal selling
D) public relations

2. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an
identified sponsor is called ________.
A) sales promotion
B) direct marketing
C) personal selling
D) public relations

3. The communication channel a company uses to move its advertising messages from sender to
receiver is called the ________.
A) message
B) media
C) encoder
D) communicator

4. In the AIDA model, the D stands for ________.

A) demand
B) desire
C) data
D) decoding

5. A product in the maturity stage will often require ________ advertising.

A) informative
B) comparative
C) persuasive
D) reminder

6. A ________ is an individual acting on behalf of a company who performs one or more of the
following activities: prospecting, communicating, servicing, and information gathering.
A) press agent
B) media planner
C) marketing director
D) salesperson

7. Which of the five major promotion tools includes building up a positive corporate image and
handling unfavorable stories and events?
A. Personal selling
B. Public relations
C. Sales promotion
D. Direct marketing
 8. Which of the following is NOT a form of direct marketing?
A. Public relations
B. Kiosk marketing
C. Telephone marketing
D. Direct-mail marketing

9. Which promotional mix strategy directs marketing efforts toward final consumers?
A) pull
B) blitz
C) push
D) buzz

10. Which promotional mix strategy directs marketing efforts toward market channel members?
A) pull
B) blitz
C) push
D) buzz

Essays questions

1. Catherine opened her new bubble milk tea café in Seremban town. Her café offers a
variety of bubble tea flavor with a reasonable price.

Required
Briefly explain any FIVE (5) promotion efforts that Catherine can take in orders to
promote her new café. (20
marks)

2. E-Marketing (Electronic Marketing) are also known as Internet Marketing, Web

Marketing, Digital Marketing, or Online Marketing. E-Marketing has been the fastest
growing form of direct marketing. The rapid technological advancement has created a
digital age.

Required
Briefly explain any FIVE (5) advantages of E-Marketing in business. (20 marks)

2. List any FOUR (4) medium of promotion. (4

marks)