The Promotional Mix Refers to

question 150

Multiple Choice

The promotional mix refers to

• A)the three underlying appeals used that make promotions effective: (1)sex appeal; (2)humor appeal;and (3)fear appeal.
• B)the combination of both paid and non-paid marketing tools used to promote product interest.
• C)the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1)awareness; (2)interest; (3)evaluation; (4)trial;and (5)adoption.
• D)the composition of the objectives of the promotion: (1)to inform; (2)to persuade; (3)to remind;and (4)to phase out.
• E)the combination of one or more communication tools used to: (1)inform prospective buyers about the benefits of the product; (2)persuade them to try it;and (3)remind them later about the benefits they enjoyed by using the product.

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Definitions:

Long-Run Profit

The sustained earning capacity of a company over an extended period, considering both fixed and variable costs.

Non-Value-Added Activity

Processes or tasks that consume resources but do not add value or enhance the product or service from the customer's perspective.

Partly Finished Production

Items or goods that have undergone some stages of the production process but are not yet complete.

Life Cycle Costing

An approach to assessing the total cost of ownership, factoring in all costs of acquiring, owning, and disposing of a system or product.