What is the primary factor that marketers must consider when allocating funds to the promotional budget?
Promotional mix
Corporate accounting system
Inventory levels
Organization's size
Marketers often develop and publish a promotional calendar of events in order to use the calendar as a(n)
pricing document.
policy guide.
advertising tool.
operating system.
Which of the following is an example of coordinating promotional activities:
A business advertises a product and mails free samples to consumers.
A business develops an annual schedule for window displays.
A famous athlete endorses a product in television and magazine ads.
Members of the distribution channel share advertising costs.
A business coordinates its advertising, visual merchandising, and special events in order to
develop policies.
forecast sales.
attract customers.
improve relations.
When should sport/event organizers consider hiring a promotional agency?
Before corporate sponsors have been secured
If a large event, like a concert, is scheduled in many cities over time
After a small event has established a positive reputation
Upon hiring additional personnel to oversee promotional efforts
A business that uses advertised specials to attract customer interest should use store displays to __________ that interest.
reinforce
overcome
surmount
displace
Which of the following might a business lose if it fails to inform its employees about the goods and services being promoted:
Sales
Image
Basics
Credit
Many businesses coordinate a wide variety of promotional activities, such as advertising, special events, and displays, in order to accomplish which goal?
Spread out promotional funds
Reach a large audience
Maintain appearances
Keep employees occupied
A small start-up that sells its products to other businesses might consider allocating a large portion of its promotional budget to which activity?
Publicity
Advertising
Research
Personal selling
When preparing promotional budgets, a guideline to follow is to keep them flexible due to budgets serve as which component?
Concepts
Objectives
Forecasts
Techniques
For which situation might a business decide to increase the percentage of net sales allocated to its promotional budget?
Radio stations are charging more.
Suppliers want more coverage.
Consumers want more coupons.
Competitors are spending more.
A business made $2.5 million in sales this year, and estimates a 5% increase in sales for the coming year. If the company allocates 10% of expected sales for promotional activities, how much would be allocated for next year's promotion?
$262,500
$255,000
$250,000
$265,500
