_______ is the most important factor in determining the promotional mix.

_______ is the most important factor in determining the promotional mix.

a. Availability of funds
b. Location
c. The target segment
d. Feedback


Answer: a. Availability of funds

Which of the following types of promotion is best for routine buying decisions?

Which of the following types of promotion is best for routine buying decisions?

a. Public relations
b. Personal selling
c. Direct marketing
d. Advertising


Answer: [Promotion for routine buying decisions should call attention to the brand or remind consumers about the brand.]

Which of the following is true of informative promotion?

Which of the following is true of informative promotion?

a. It is the main promotional goal in the growth stage of the product lifecycle.
b. It seeks to stimulate a purchase or an action.
c. Its purpose is simply to trigger a memory and keep a product in the public's mind.
d. It seeks to stimulate interest in a new product.


Answer: d. It seeks to stimulate interest in a new product.

Which of the following best defines mass communication?

Which of the following best defines mass communication?

a. It is the paid-for communication between two people in an attempt to influence each other.
b. It is the immediate response of the public to a marketer's message.
c. It is the direct, face-to-face communication that enables the other person to respond immediately.
d. It is the communication of a concept or message to large audiences.


Answer: d. It is the communication of a concept or message to large audiences.