1.
Distinguish between promotion and the promotional mix.
Consists of communication activities that inform potential customers about goods, services, images, or ideas to achieve a desired outcome. The specific combination, or blend, of marketing communication channels that a business uses to send its messages to customers.
2.
Explain the four elements of the promotional mix.

Advertising
 personal selling
 publicity
 sales promotion
3.
What are the advantages and disadvantages of advertising?
Advantages

It can reach a large audience in a broad geographic area
 since many people receive the same message, the per contact cost of advertising is low
Disadvantages
 they may need to see an ad seven or more times before it takes on meaning for them
 advertising is typically not good for delivering complicated messages
4.
In what situations does advertising typically work best?

TV

Radio

Newspapers/Magazines

Billboards

Catalogs

Online Ads
5.
What are the advantages and disadvantages of personal selling?
Advantages
 designed to influence purchase decisions
 immediate feedback
 flexibility
 many customers view it as being more credible than advertising
Disadvantages

On a per contact basis, personal selling is the most expensive form of promotion
6.
What are the advantages and disadvantages of publicity?
Advantages
 customers typically consider the information gained through publicity to be more credible
 can be used to build goodwill toward a company, as well as develop a positive image of the business
 can help to promote a new product
Disadvantages
 have little control over the message presented to customers
 the timing of that message
 the location in which the customers receive the message
7.
What are the advantages and disadvantages of sales promotion?

Advantages

Measurable
 low cost per exposure
 attract new customers

8. Why is the promotional mix important?