CSUF MKTG 351 Final Exam Review Questions with Correct
Answers (Grade A+)
Question 1: Promotional Mix
Answer: 1) advertising 2) public relations 3) sales promotions 4) personal selling 5) social media
Question 2: promotion
Answer: Communication by marketers that informs, persuades, and reminds potential buyers of a product in
order to influence an opinion or elicit a response
Question 3: promotional strategy
Answer: a plan for the optimal use of the elements of promotion to elicit a particular response; main goal is
to convince buyers that the products offer competitive advantage
Question 4: advertising
Answer: mass communication, high control, relatively low cost per customer, low credibility
Question 5: public relations
Answer: unpaid, effective, limited control, higher credibility
Question 6: sales promotion
Answer: all non-advertising and public relations activities that focus on promoting sales; typically
short-term although may have spillover long-term effect; intended to induce product trial and additional
sales
Question 7: personal selling
Answer: in-person selling, more costly; more effective; works well for high cost items; aimed to inform and
influence customers
Question 8: social media
Answer: recent addition to promotional mix, shift of control of communication efforts to consumers
Question 9: Integrated Marketing Communications (IMC)
Answer: aims to align all elements of the promotional mix for the best possible results
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, Question 10: marketing communication
Answer: the process by which marketers impress on the buyers the value that their products have to offer
Question 11: Promotional Goals
Answer: informing (early stages), persuading (late intro/ early maturity), reminding (later stages),
connecting (ongoing)
Question 12: AIDA concept
Answer: Attention: gain awareness of target market Interest: create appealing message for target market
Desire: convince to create preference for Action: communication should have call to actiongo out and buy it
Question 13: factors affecting promotional mix
Answer: -nature of the product -stages in the product life cycle -type of buying decision -push and pull
strategies
Question 14: nature of the product
Answer: mass media (advertising) will work well for mass produced, consumer products where personal
selling will work better for customized, business products
Question 15: Stages of Product Life Cycle
Answer: early stage: advertising/public relation for awareness and sales promotion to induce trial growth
stage: advertising and public relations for establishing differential advantage, reduce sales promotion
maturity stage: persuasive reminder advertising and sales promotion to increase sales decline stage:
advertising reduced, personal selling efforts continue
Question 16: Type of Buying Decision
Answer: simple/routine: require no deliberation, reminder advertising and sales promotion can be very
effective complex/ high involvement: personal selling can work well
Question 17: Push and Pull Strategies
Answer: Push: incentivize wholesalers or retailers to carry the product (ex. trade discounts) Pull:
incentivizes end consumers directly
Question 18: advertising
Answer: impersonal, one-way mass communication paid for by a marketer to increase sales in the long run
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Answers (Grade A+)
Question 1: Promotional Mix
Answer: 1) advertising 2) public relations 3) sales promotions 4) personal selling 5) social media
Question 2: promotion
Answer: Communication by marketers that informs, persuades, and reminds potential buyers of a product in
order to influence an opinion or elicit a response
Question 3: promotional strategy
Answer: a plan for the optimal use of the elements of promotion to elicit a particular response; main goal is
to convince buyers that the products offer competitive advantage
Question 4: advertising
Answer: mass communication, high control, relatively low cost per customer, low credibility
Question 5: public relations
Answer: unpaid, effective, limited control, higher credibility
Question 6: sales promotion
Answer: all non-advertising and public relations activities that focus on promoting sales; typically
short-term although may have spillover long-term effect; intended to induce product trial and additional
sales
Question 7: personal selling
Answer: in-person selling, more costly; more effective; works well for high cost items; aimed to inform and
influence customers
Question 8: social media
Answer: recent addition to promotional mix, shift of control of communication efforts to consumers
Question 9: Integrated Marketing Communications (IMC)
Answer: aims to align all elements of the promotional mix for the best possible results
Page 1
, Question 10: marketing communication
Answer: the process by which marketers impress on the buyers the value that their products have to offer
Question 11: Promotional Goals
Answer: informing (early stages), persuading (late intro/ early maturity), reminding (later stages),
connecting (ongoing)
Question 12: AIDA concept
Answer: Attention: gain awareness of target market Interest: create appealing message for target market
Desire: convince to create preference for Action: communication should have call to actiongo out and buy it
Question 13: factors affecting promotional mix
Answer: -nature of the product -stages in the product life cycle -type of buying decision -push and pull
strategies
Question 14: nature of the product
Answer: mass media (advertising) will work well for mass produced, consumer products where personal
selling will work better for customized, business products
Question 15: Stages of Product Life Cycle
Answer: early stage: advertising/public relation for awareness and sales promotion to induce trial growth
stage: advertising and public relations for establishing differential advantage, reduce sales promotion
maturity stage: persuasive reminder advertising and sales promotion to increase sales decline stage:
advertising reduced, personal selling efforts continue
Question 16: Type of Buying Decision
Answer: simple/routine: require no deliberation, reminder advertising and sales promotion can be very
effective complex/ high involvement: personal selling can work well
Question 17: Push and Pull Strategies
Answer: Push: incentivize wholesalers or retailers to carry the product (ex. trade discounts) Pull:
incentivizes end consumers directly
Question 18: advertising
Answer: impersonal, one-way mass communication paid for by a marketer to increase sales in the long run
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