Title: Promotion Mix
Course: Demo 1

Q: The promotion mix is a set of activities and media channels marketers use to:
- raise consumers awareness of a product or brand
- communicate about and promote a product
- coordinate effective product distribution
A: raise consumers awareness of a product or brand; communicate about and promote a product

Q: ________ involves delivering consistent, coordinated marketing messages across a combination of marketing tools such as advertising, sales promotions, direct marketing, public relations and publicity, sponsorships (events and experiences), social media and interactive marketing, and professional selling.
- Marketing strategy
- Distribution strategy
- Integrated marketing communications (IMC)
A: Integrated marketing communications (IMC)

Q: Factors that affect a marketer’s choice of elements in the promotion mix include:
- product life cycle stage, budget available and consumers’ preferences for media
- type of product, target market characteristics and push vs. pull strategy
- type of purchase decision, consumers’ readiness to purchase and availability of media
A: product life cycle stage, budget available and consumers’ preferences for media; type of product, target market characteristics and push vs. pull strategy; type of purchase decision, consumers’ readiness to purchase and availability of media

Q: Coupons, customer loyalty programs, rebates, sweepstakes, and premiums are all examples of:
- consumer sales promotions
- pull strategies
- trade promotions
A: consumer sales promotions; pull strategies

Q: A shaving cream producer places coupons in a Sunday paper supplement. This activity coincides with a “cleanest shave” photo contest on Twitter in which the company tweets an online coupon to everyone who tweets a “#cleanshave” photo. This scenario is an example of:
- consumer sales promotion
- integrated marketing communication
- pull strategy
A: consumer sales promotion; integrated marketing communication; pull strategy

Q: Ahead of the Fourth of July holiday, a sports drink company offers price discounts to its retail partners, along with a special in-store display. At the same time, the company buys banner ads on sports-themed websites, where customers can click through to a buy-one-get-one-free coupon. This scenario is an example of:
- push and pull strategies
- integrated marketing communications
- push strategies only
A: push and pull strategies; integrated marketing communications

Q: Strategies that directly target final consumers with promotions are known as:
- push and pull strategies
- push strategies
- pull strategies
A: pull strategies

Q: Strategies that promote a product to wholesalers and retailers, who in turn promote that product to consumers, are known as:
- push and pull strategies
- pull strategies
- push strategies
A: push strategies

Q: A software manufacturer attends a trade show for corporate IT directors in the banking sector, where it has a booth display. During the tradeshow, everyone visiting the booth can enter sweepstakes to win an iPad. Afterwards, the marketing team follows up with booth visitors to invite them to an informational webinar about the company’s latest product. This scenario is an example of:
- trade promotions
- integrated marketing communication
- push strategies
A: trade promotions; integrated marketing communication

Q: The marketing team of a software manufacturer is planning promotional activities for an upcoming trade show attended by many of their target consumers. In addition to defining key messages and the available budget, what additional factors should the team explore as they finalize their plans?
- media and communication tools preferred by their target consumers
- optimal ways to follow up on customer leads generated at the trade show
- how target consumers will travel to and from the trade show
A: media and communication tools preferred by their target consumers; optimal ways to follow up on customer leads generated at the trade show