MKTG 351 Chapter 15
Questions and Complete
Solutions Graded A+
Promotional Mix - Answer: The combination of promotional tools including advertising, pr, and social
media used to reach the target market and reach organizational goals
advertising - Answer: impersonal, one-way communication about a product of organization that is paid
for by the marketer
public relations - Answer: the marketing function that evaluates public attitudes, identifies areas within
the organization the public may be interested in and executes a program of action to earn public
understanding and acceptance
publicity - Answer: public information about a company product, service or issue appearing in the mass
media as a news item
sales promotion - Answer: marketing activities other than personal selling, advertising and pr that
stimulate consumer buying and dealer effectiveness
personal selling - Answer: a purchase situation involving a personal, paid-for communication between
two people in a n attempt to influence each other
paid media - Answer: a category of promotional tactic based on the traditional advertising model,
whereby a brand pays for media space
earned media - Answer: a category of promotional tactic based on a public relations or publicity model
that gets customers talking about products or services
owned media - Answer: a new category of promotional tactic based on brands becoming publishers of
their own content in order to maximize the brands' value to customers
Questions and Complete
Solutions Graded A+
Promotional Mix - Answer: The combination of promotional tools including advertising, pr, and social
media used to reach the target market and reach organizational goals
advertising - Answer: impersonal, one-way communication about a product of organization that is paid
for by the marketer
public relations - Answer: the marketing function that evaluates public attitudes, identifies areas within
the organization the public may be interested in and executes a program of action to earn public
understanding and acceptance
publicity - Answer: public information about a company product, service or issue appearing in the mass
media as a news item
sales promotion - Answer: marketing activities other than personal selling, advertising and pr that
stimulate consumer buying and dealer effectiveness
personal selling - Answer: a purchase situation involving a personal, paid-for communication between
two people in a n attempt to influence each other
paid media - Answer: a category of promotional tactic based on the traditional advertising model,
whereby a brand pays for media space
earned media - Answer: a category of promotional tactic based on a public relations or publicity model
that gets customers talking about products or services
owned media - Answer: a new category of promotional tactic based on brands becoming publishers of
their own content in order to maximize the brands' value to customers
