1
MKTG 351 chapter 15-20 Questions with Correct
Answers | Updated (100% Correct Answers)
Marketing Communications Answer: All communication that informs and
persuades buyers.
Promotion Answer: One of the four P's of the marketing mix; includes all
communication used to inform and persuade buyers.
Promotional Strategy Answer: A plan for the optimal use of all elements of
promotion to elicit a specific response.
Competitive Advantage Answer: A set of features and benefits that makes a
company's product better than competitors' offerings.
Promotional Mix Answer: The collection of promotional tools used by marketers
to communicate with buyers.
Advertising Answer: Impersonal, paid, mass communication that allows
marketers to reach large audiences.
Advertising Control Answer: Marketers have complete control over the
advertising message.
Advertising Cost Per Person Answer: Although advertising can be expensive, the
cost per person is relatively low.
Advertising Credibility Answer: Advertising tends to have lower credibility
because audiences know it is paid communication.
© 2026 All rights reserved
,2
Public Relations Answer: Communication with customers, suppliers, employees,
and communities to create favorable publicity.
Publicity Answer: Exposure gained through media outlets rather than paid
advertising.
Media Relations Answer: Efforts to gain positive coverage through press releases
and media communication.
Public Relations Credibility Answer: PR is often trusted more because media
outlets control how the message is presented.
Sales Promotion Answer: Activities other than advertising and public relations
that promote sales.
Purpose of Sales Promotions Answer: To induce product trial, increase sales, or
reduce excess inventory.
Short-Term Orientation Answer: Sales promotions typically focus on immediate
results.
Coupons Answer: A sales promotion offering a price reduction.
Rebates Answer: A sales promotion that refunds part of the purchase price after
buying.
Discounts Answer: Temporary price reductions used to increase sales.
Sweepstakes Answer: A promotional activity offering chances to win prizes.
© 2026 All rights reserved
, 3
Personal Selling Answer: In-person selling, often used for expensive or business-
to-business purchases.
Business Markets Answer: Markets where companies sell products or services to
other businesses.
Role of Advertising in Business Markets Answer: Used to inform customers early
in the purchase process.
Role of Personal Selling in Business Markets Answer: Used later to explain value,
negotiate, and close deals.
Sales Force Answer: Employees who represent the company and negotiate
transactions with customers.
Cost of Personal Selling Answer: High cost but justified by large transaction
sizes.
Social Media Answer: A promotional tool where consumers create, control, and
share content.
Shift in Control Answer: Marketing communication control has shifted partly
from marketers to consumers.
Passive Recipients Answer: Consumers are no longer passive receivers of
information due to social media.
Content Creation Answer: Consumers can create and share information with
others and marketers.
© 2026 All rights reserved
MKTG 351 chapter 15-20 Questions with Correct
Answers | Updated (100% Correct Answers)
Marketing Communications Answer: All communication that informs and
persuades buyers.
Promotion Answer: One of the four P's of the marketing mix; includes all
communication used to inform and persuade buyers.
Promotional Strategy Answer: A plan for the optimal use of all elements of
promotion to elicit a specific response.
Competitive Advantage Answer: A set of features and benefits that makes a
company's product better than competitors' offerings.
Promotional Mix Answer: The collection of promotional tools used by marketers
to communicate with buyers.
Advertising Answer: Impersonal, paid, mass communication that allows
marketers to reach large audiences.
Advertising Control Answer: Marketers have complete control over the
advertising message.
Advertising Cost Per Person Answer: Although advertising can be expensive, the
cost per person is relatively low.
Advertising Credibility Answer: Advertising tends to have lower credibility
because audiences know it is paid communication.
© 2026 All rights reserved
,2
Public Relations Answer: Communication with customers, suppliers, employees,
and communities to create favorable publicity.
Publicity Answer: Exposure gained through media outlets rather than paid
advertising.
Media Relations Answer: Efforts to gain positive coverage through press releases
and media communication.
Public Relations Credibility Answer: PR is often trusted more because media
outlets control how the message is presented.
Sales Promotion Answer: Activities other than advertising and public relations
that promote sales.
Purpose of Sales Promotions Answer: To induce product trial, increase sales, or
reduce excess inventory.
Short-Term Orientation Answer: Sales promotions typically focus on immediate
results.
Coupons Answer: A sales promotion offering a price reduction.
Rebates Answer: A sales promotion that refunds part of the purchase price after
buying.
Discounts Answer: Temporary price reductions used to increase sales.
Sweepstakes Answer: A promotional activity offering chances to win prizes.
© 2026 All rights reserved
, 3
Personal Selling Answer: In-person selling, often used for expensive or business-
to-business purchases.
Business Markets Answer: Markets where companies sell products or services to
other businesses.
Role of Advertising in Business Markets Answer: Used to inform customers early
in the purchase process.
Role of Personal Selling in Business Markets Answer: Used later to explain value,
negotiate, and close deals.
Sales Force Answer: Employees who represent the company and negotiate
transactions with customers.
Cost of Personal Selling Answer: High cost but justified by large transaction
sizes.
Social Media Answer: A promotional tool where consumers create, control, and
share content.
Shift in Control Answer: Marketing communication control has shifted partly
from marketers to consumers.
Passive Recipients Answer: Consumers are no longer passive receivers of
information due to social media.
Content Creation Answer: Consumers can create and share information with
others and marketers.
© 2026 All rights reserved
