UNI

. it is offered to encourage repurchase of a

a0FreeGoods
Seller gives free goods product immediately after another trade deal.

PulI : the push strategy is closely related to the selling concept. It

1,
Push
and
selling along with advertising and other trade emphasizes more of
opromotional measures personal
Strategies

Exercises
CBSE Textbook Questions with Answers
i
Knowledge Assessment
c in the blanks with appropriate
words.
1 Promotion thus the target qroup of the availability of the product, the place where it is available and
product
the price of the
Promotion about product or service or idea and the place of availability. (ca
The promotion is to . the customers to use one particular brand in this brands-cluttered woré)
Promotion has to continuously the customers of the brand and enforce customer loyalty.
Promotion is meant to create
through constant promotion and involvement of customers with the
marketer so as to create a lifetime relationship with them

6. Promotion creates by influencing consumers' perception R

7. Promotion assists sales representatives and enhances the results of other marketing communications.
Answers:
1. Informs, persuades and remninds 2 Informs 3. Persuade 4, Remind

5. Relationship 6. Value 7. Accomplishes goals

Knowledge Assessment 2
Fill in the blanks with appropriate words.
1. Advantages of newspaper advertising are (any three)
2. Limitations of magazine advertising (any three)
3. Advantages of yellow page advertising are (any three)
Limitations of radio advertising are (any three)...
Advantages of TV advertising are (any three).
6. Advantages of telemarketing are (any three)
1. Advantages of cinema advertising ( any three).
8. Advantages of out-of-home advertising (any three)
9. Limitations of out-of-home advertising are (any three)
10. Types of sales promotion can be (any three)
Answers:
1. 0
In-depth coverage (ü) Mobility (i) Results assessable (coupons)
2 an ad placenent and format
) Long lead time (ü) There is limited flexibility in terms of
(0) space and ad layout costs are higher
(199
 (ü) Non-intrusive (ii) Ads are reasonably
3. () Number is
many and widely distributed
(1) No visuals (ii) No proper attention as listeners qive attention to inexpensive
other aspects
4. () Clutter (iü) Ability to use humour (iil) Appeal to retailers
can be shown in use
(ii) less intrusive than the phone calls (iii)
Product
S. (0)
Place & time
6. (0 Cost efficient in
7. (0 Captive audience
delivery
(ii) Longer video (iii) Larger screen
(iii) Different
independenre
(i) Size and dominance colors can be used
Reach to audience
8 (0) qlance medium
reader's time; hence it is a
9 0 It draws 2-3 seconds of a
2-3 seconds time frame
() Messages must be brief to fit in
It is not conducive toa very
short, weeklong camp
(ui)
(ii) Prize Promotions (ii)) Premium Promotions
10. (0 Price Promotions
Knowledge Assessment 3
correct or incorroct.
State, in brief, with reasoning, whether following statements are
1. Media is the message.
2. Brands and their fans never break up.
Answers:

1. Correct This statement brings to the forefront the significance of media in communication strategy by nene.s
response. The media selected should be free from clutter for the message to be transmitted in the
proposed manner.
2. Incorrect: Brand loyalty continues as long as brand delivers the value. The moment it stops delivering value thefe
loyalists start breaking up.

Knowledge Assessment 4
Select the most appropriate answer from the given options to the following statements:
1. Promotion mix comprises:
(a
(a) Advertising and words of mouth (b) Sales Promotion and Personal Selling
(c) Public Relations and Sponsorship (d) All of the above
2. The least cost per customer happens in:

(a) Consumer Promotion (b) Trade Promotion (c) Advertising (d) Personal selling
3. For a small audience the most suitable promotion tool is:
(a) Trade Promotion Va Personal Selling
To increase impulsive buying the best suited
Advertising (d) Publicity
promotion tool is:
(a) Consumer Promotion
(b) Advertising
() Publicity
(d) Personal Selling
You give the message depending upon
(a) Advertising
individual customer. It is known as:
b) Personal Selling (d) Trade Promotion
6. Normally it does not play a role in (c) Publicity
(a) communication strategy for consumer gooas.
Distribution arrangement in marketing
(c) the (b) the price of the product
physical product
7. If the (d) the brand name
of
communicator and the receiver both share the same be moreeffective
interms
perception, the memessage is likely tto
(a) Encoding (b) Feedback
(c) Noise filtering (d) Decoding
 example of noise in communication?
an
Whatt is not
communicator and receiver talk one-to-one
the
(a) thesalesmarn fails to iidentify a product and gives wrong information
(b)
direct-mail recipient is not interested in your offer
()The
of noise
All of the above are examples
9 Normallyit does not play a role in communication strategy for consumer goods:
arrangement in marketing (b) the price of the
ia) Distribution product
product (d) the brand name
(c) the physical
10. If the communicator and the receiver both share the same perception, the Message is likely to be more effective in terms

of

(a) Encoding (b) Feedback (c) Noise filtering (d) Decoding

company's focus is short-term, it will concentrate on:
11. Ifthe
(a) Consumer Promotion (b) Publicity
(c) Advertising (d) Personal selling
. Which one of the following promotional technique is least effective in generating product trials?
(a) On-pack premiums (b) Coupons
(C) Refund offers (? 10 off your next buy) (d) Sampling

Answers:
2. (c) 3. (b) 4. (a) 5. (b) 6. (a) 7. (d)
1. (d)
8. (c) 9. (a) 10. (d) 11. (a) 12. (c)

Exercise Questions
1. Write short notes on the following:
(b) Communication Planning and Control
(a) Integrated Marketing Communication
of goods and services.
2. Diagrammaticaly explain the communication process used in the promotion
India to launch a new heaith drink in indian
3. What is Promotion-mix? If you happen to be promotion manager of Dabur
metros, what factors will you keep in mind while setting the promotion mix?
4. Suggest promotion mix for the following:
(c) Multigrain biscuits
(a) Cosmetics for men (b) College Festival
5. Distinguish between the following:
(a) Advertising and sales promotion (b) Sales promotion and Personal Selling

Additional Questions with Answers

(1 Mark)
I. Choose the correct option.
advertising and
Promotion mix includes sales promotion, personal selling, (d) None of these
(c) Publicity
(a) Marketing (b) Sales
promotion.
are the forms of sales
2. Consumer promotion, trade promotion and (b) Sales Force Promotion
(a) Media Promotion
(d) Media Mix
(c) Core Promotion
of promotion. (d) Marketing
IS popularly known as free form
3
(c) Personal Selling 201
(a) Advertisement (b) Publicity
Pro
 is called
oftarget group
productin the
minds (c) Branding (ß) Popularising
image of (b) Positioning
Creating theme ie
4, single idea or
(a) Marketing that share a
messages (b) Advertisement Group
advertisement
of
5. Series
(a) Advertisement Campaign (d) Advertisement Series
(c) Advertisement Cluster market is
advertising in a target
for Advertising (d) Media Option
combination of media used Market-Media Match (c) Media
6 The (b) advertisement?
(a) Media Mix medium of
more of personal (b) Broadcast Media
Which of the following is
7. (a) Internet Advertisement (d) Print Media
Mail Advertising targeted individual consumers to
obtain an
(c) Direct
is direct
communications with carefully
() Direct Marketing
inmedize tespISA
(d) Sales Prornotion
8. (b) Public Relations
(a) Personal Selling
forms is often described as
being too impersonal and i onty a one way
following promotional orrtrunicarr
9. Which ofthe
(c) Public Relations (d) Sales Prorngton
form? (b) Personal Selling
(a) Advetising otrer means of attracting coc
tool that may incdude coupons, contests, prermiums and
10. The promotion
which of the following?
is best described as being (c) Public Relations (d) Sales Promgticn
(b) Personal Selling
(a) Advertising
force and trade promoton to move tihe prodatm
11. A. isapromotion strategy that calls for using the sales
channels. (d) integraed sutegy
(b) Pull strategy (c) Blocking strategy
(a) Push strategy
program should be to:
12. The first step in developing an advertising
(a) Set advertising objectives
(b) Set the advertising budget

(c) Evaluate advertising campaigns (d) Develop advertising strategy

13. is used heavily when introducing a new product category.
(a) Persuasive Advertising (o) Inferential Advertising
(c) Reminder Advertising (G) Informative Advertising
4. The central thene of an adverisement that motivates the consumer to make a purchase decisicns
(a) Advertising Appeal (b) Advertisement Script
(c) Slogan
(d) Headline rCEC
15. The ype of appeal which is prcauc
related to a person's psychological and social needs for purchasing
(a) Rational Appeal ( HurOUr Apçe
(b) Emotioral Appeal (c) Moral Appeal
16. Colgate is offering scholarships worth
one lakh rucees to indian students. This
(a) Advertising Cutter higrigns
(G Advertising Revolution (b) Corporate Social Responsibility
17. () Mass Advertising
Couponing is an example of
(a) Consumer Promotion Techniques
(c) Sales Force Prorotion (5) Trader Promgtion Techniques
Technique () Dealer
18. is a non-paid formn of Promotion Techique
prormotion.
(a) Advertising (b) Direct Marketing
(c) Sales Promotion () Pubiity
 is the oralIcommunication with potential buyers of a product with the
19
a) PersonalSelling (b) Direct Marketing (c) Sales Promotion intention of making aasaloy
contesttiis an example of ... (d) Publicity
consumer
la) PersonalSelling (b) Sales Promotion
(c)(Advertisement (d) Indirect Selling

1 () Publicity 2. (b) Sales Force

Promotion 3. (b) Publicity
b) positioning 5. (a)
- Media Advertisina
Advertisement Campaign 6. (a) Media Mix
8. () Direct
marketing 9. (a) Advertising
promotion 11. (a) Push
10 (d) sales strategy 12. (a) Set advertising
advertising 14. (a) Advertising appeal objectives
.: (d) Informative 15. (b) Emotional appeal
16 (b)
Corporate Social Responsibility 17. (a) Consumer promotion Techniques 18. (d) Publicity
19 (a) Personal Selling 20. (b) Sales Promotion
blanks.
IL. Fillin the (1 Mark)
1. involves paying for space or time to promote a product or service
such as TV, radio, print, online and social media.
through various media channels
2 includes activities like discounts, coupons, contests and
other incentives to encourage immediate
sales.
3 building and maintaining a positive image for a company or
sDonsorships, events and other non-advertising methods. product through media coverage,
4. Sales promotion is the .....incentives given by the seller in order to promote the sale of the
the market. product in
5. is a non- personal form of mass communication.
6 gives a distinctive and a separate identity to the product.
7 ...is a personal form of communication.
8 . advertising involves the use of print media, such as newspapers and
or services.
magazines, to promote products
9. advertising utilizes audio-visual mediums like television and online videos to convey marketing
messages.
10. advertising relies on outdoor spaces like billboards and transit ads to reach a wide audience
11
advertising involves promoting products or services through online platforms and social media channe's.
12

a specific product.
.advertising focuses on creating and maintaining apositive image for abrand rather than promoting
13

4
advertising targets a specific audience based on demographic, geographic, or psychographic factors
.advertising involves creating and distributing content that provides value to the audience, indirectly
promoting a brand.
15
advertising focuses on creating a memorable and unique experience for the audience to enhance
brand perception.
0. Sales
M.
promotions often include on products to attract price-sensitive customers.

18. A....
Customers can redeem at the point of purchase to receive discounts or special ofters.
promotion offers Customers an additional item for free when they purchase one.
 allows customers to try a product before making a purchase decision.
19. Providing discounted
combine multiple products or services at a price when purchasedd
20.
Answers:
together.
2. Sales Promotion 3. Public Relation 4. Short term
1. Advertising
S. Advertising 6. Branding 7. Personal selling 8. Print
10. Out-of-home 11. Digital 12. Brand
9. Broadcast
14. Content 15. Experiential 16. Discounts
13. Targeted
19. Free samples
17. Coupons 18. Buy one get one 20. Bundle offers
statements are true or false:
II1. State whether the following (1 Mark
promotion.(
1. Discounts are a type of sales
of a product.
2. Coupons involve providing free samples
competition and prizes
3. Contests and Sweepstakes are forms of sales promotion involving
trial.
4. Samples are free product giveaways to encourage
purchases.
5. Loyalty Programs reward customers for repeat
etc.
6. Broadcast advetising involves ads in newspapers, magazines, brochures,
7. Print advertising involves commercials on TV and radio.
mobile apns
8. Digital advertising includes ads on the internet, including social media, websites and
9. Product placement involves integrating products into TV shows, movies, or other media content.
10. Public relations are only concerned with managing negative publicity.
1. Sales Promotion is focused only on long-term incentives.
12. Direct Marketing excludes online channels.
Answers:

1. True 2. False 3. True 4. True 5. True 6. False

8. True 9. True 10. False 11. False 12. False

7. False
(2 Marks)
IV. Short Answer Type Questions-I
1. What is the meaning of promotion?
2. What is the impotance of promotion?
3. Define types of promotion.
4. What are the elements of the promotion Mix?
5. What are the objectives of advertising?
6. Name the modes of advertising.
7. What is the role of sales promotion?

8. List types of sales promotion.

9. What is ATL marketing?
10. What is BTL marketing??
11. What is TTL marketing?
12 What is the difference
between advertising and sales promotion?
13. Distinguish between personal selling and sales
promotion.
4. What arethe factors
affecting the selection ofpromotion mix?
15 Differentiate between personail seling and sales promotion
deting-12
 Short
Answer Type Questions-I|
K
Whatis the
purpose of promotion in marketing? (3 Marks)
1
Nametwo. different
types of promotional strategies.
2
Whati the primary objectiveeof advertising in marketing?
3. sales
Nametwo
examples of promotion techniques.
4 What are two different modes or channels commonly used for advertising?
S.
6 What arethe two key elements included in the promotion mix?
7, Name two different categories or forms of promotional strategies.
anytwo determinants that
8. Explain influence the choice of promotional strategies in the promotion
9. Listttwo differences between advertising and sales promotion. mix.
10. List
two between personal selling and sales
differences
promotion.
V. Long Answer Type Questions
(4 Marks)
, What is the importance of promotion in marketing strategiesb
, Evnlain the various types or categories of promotion used in
marketing.
.Dicruss the elements or components that constitute the promotion mix in
marketing strategies.
,What are the objectives or tunctions associated with
advertising in marketing campaigns?
t What are the different modes or methods used in
advertising products or services?
6 Explain the primary objective of sales promotion in marketing efforts.
7 What are the diferent types or techniques used in sales
promotion strategies?
8 How does advertising differ from sales promotion in
marketing strategies and execution?
9. How does personal selling differ from sales promotion in marketing
approaches?
10. What are the key factors that influence the selection of the
promotion mix in marketing campaigns?
VIl. Long Answer Type Questions--| (5 Marks)
1 Explain what promotion means in the context of marketing and how it
contributes to brand visibility and sales.
2. Why promotion is considered a crucial element in marketing
strategies and how does it impact consumer behavior and
brand recognition?
3. Elaborate the different types of promotional strategies used in marketing campaigns,
highlighting their distinct features.
4. What are the primary components or elements constituting the promotion mix and how do they work together to
create
effective marketing strategies?
S. Discuss the main objectives and functions associated with advertising in marketing, detailing how it serves to
communicate,
persuade and influence consumer behavior.

O tiplain the various methods or modes employed in advertising products or services, emphasizing their effectiveness
and suitability in reaching target audiences.
I What is the specific role and sianificance of sales promotion in marketing efforts?
vescibe the different types or techniques used in sales promotion strategies, detailing how they stimulate consume
interest and prompt, immediate action.
ate between advertising and sales promotion in terms of objectives, reach, duration and inpact on consumer
behavior within marketing strategies.
es personal selling differ from sales promotion in their approaches to engaging customers, influencing purcnase
eCISions and building relationships in marketing strategies?
1. Discuss the Vàrious factors that influence the selection of a promotion mix in marketing campaigns, detailing their impact
on strategy development and
implementation.
 Previous Years' Board Questions
. Answer the following
questions.
the customers of the brand and
1. Promotion has to continuously enforce customers' (1 Mark)
(b) Persuade (c) Remind
(d) None ofloyalty.
(a) Inform
2. A large number of people are averse
(a) Newspaper Advertising
to:
(b) Cinema Advertising
these (CBSE 2020
(CBSE 2020, 2023-2A
)
(c) Telemarketing (d) Out-of-Home Advertising
3 Itis concerned with creating mutual understanding between the marketer and its tareot
(a) Personal Selling (b) Public Relations (c) Promotion
4 The type of promotional technique to be used is dependent on which P' of marketing miv2 (CBSE 2020
(d) Sponsorship
(a) Product (b) Place (c) Price (d) Promotion (CBSE SP 2019-20)
5. Expenditure on different promotion and advertising media like TV and Radio sales promotion etc.
are the
(a) Fixed cost (b) Semi variable cost (CBSE SPexampl es of
2020-21)
(c) Price (d) Variable cost
6. Direct selling through telemarketing, relies heavily on.
(a) Personal selling (b) Sales promotion (CBSE SP 2020-21)
(c) Publicrelations (d) Advertising
7. Conventionally it was used to protect the product from damage on route and facilitate handing but
later on i
a major tool in the promotion of the product.
(a) Labeling (b) Branding (c) Packaging (CBSE SP 2020-21)
(d) Pricing
8. Which strategy out of these emphasizes on consumers? (CBSE SP 2020-21
(a) Push (b) Pull () Advertising (d) None of these
9. To increase impulsive buying the best suited promotion tool is: (CBSE SP 2020-21
(a) Personal Selling (b) Advertising
(c) Consumer Protection (d) Publicity
10. Which of the following is the overall goal of promotion mix?
(CBSE SP 2022-23, 2023-24
(a) To decrease operating expenses (b) To have the right goods available
(c) To convey a message (d) To persuade consumner to buy
11. Buying, selling and are the part of transactional function.
(a) Risk Bearing (CBSE 2020, CBSE SP 2022-23, 2023-24)
(b) Production (c) Credit (d) Research
12. fa company wants to build a good "corporate image", it will probably use
mix tools? which of the following marketing communication
(a) Direct Marketing (CBSE SP 2022-23, 2023-24)
(c) Public Relation
(b) Online Marketing
13. Push strategy of (d) Advertising
promotion is more
(a) There is no brand loyalty appropriate when: (CBSE SP 2022-23, 2023-24)
(b) There is moderate brand loyalty
(c) There is low brand
loyalty (d) There is high brand loyalty
II. Very Short Answer
Type Questions (1Mark)
1. Abig
refrigerator is installed by asponsored
the refrigerator market On
the name of the sponsored manufacturing company on a shop of a retailer located in a busy
brend of refrigerato
of sales company with logo is printed in block letters however
is not
2. State anvisible. ldentity the objective
promotion
(CBSE2020
3. What do you example of Hybrid Sales
Promotion. highlighted in the above
sentence. (CBSESP2022-23)
4. State an understand by the Push and Pull
example Hybrid Sales Promotion,.
of strategies of
8SE SP 2022-23)
(CBSE SP2023-24)
s What is the promotion mix?
element of promotion mix which involves giving attractmore
to SP2023-24)
customers called? benefit to customers in Order
(CBSE
6. Define Direct Marketing. short-term (CBSE2022)
7. What is meant by cash rebates? (CBSE2022
(CBSE
2022)
8. What do you mean by premium promotions?
 Type Questions-I
Short Answer
ML. advantages ofi cinema advertising.
Explainthe (2 Marks)
1 ldentiiythe following types
of isales
a) When 30% extra is given
promotion:
without any additional charge. (CBSE SP 2020-21)
2
are (CBSE SP 2020-21)
2 pieces
(b) When advantages
charged and extra 1 piece is free.
of a paid form of
3. DiscuSsthe
identified sponsor. non-personal presentation and promotion of ideas,
4 How arefirm'ss promotional objectives reflections of overall marketing objective?
goods, or services by an
(CBSE SP 2018-19)
5. DiscUSs any four functions performed by promotion element of marketing mix.
(CBSE SP 2019-20)
Differentiate between 'Advertising'
and WNord of Mouth (CBSE SP 2020-21)
6
1. What
do you understand by the Push and Pull
strategies of
Communication'. (CBSE SP 2022-23, 2023-24)
8. Highlight the advantages of iradio advertising. promotion mix? (CBSE SP 2023-24)
A Exolain the concept of push strategy. (CBSE 2022)
Questions-J| (CBSE 2022)
MShort Answer Type
1. Distinguish between Personal selling and Sales promotion. (3 Marks)
unlain the marketing strateg9y adopted by you for selling (CBSE 2022)
2 What are the objectives of sales promotion? specialty goods. (CBSE 2022)
nlain the advantage of ADVERTIsING Which is (CBSE SP 2020-21)
printed suitable for literates only however reaches the
masses.
s Name and explain any three types of off the shelf offers. (CBSE SP 2020-21)
6 Distinguish between advertising and sales promotion. (C8SE SP 2019-20)
7. What are the uses of publicity? Explain. (CBSE 2022)
(CBSE 2022)
V. Long Answer Type Questions-I
1 Immunity Booster has been (4 Marks)
developed by you. You need to select suitable promotion mix for
establish your company's name in the market in the emerging period. your new product to
(CBSE SP 2020-21)
2. Explain the meaning and role of Public Relation and
Sponsorship. (CBSE SP 2022-23, 2023-24)
VI. Long Answer Type Questions-II
1. Explain various promotion techniques which are in use (5 Marks)
2. Explain the factors affecting the selection of
these days. (CBSE 2022)
3. Distinguish between advertising and sales
promotion mix to be used. (CBSE SP 2020-21)
promotion. (CBSE SP 2020-21)
4. The division of communication tools which is also included in the five elements in promotion mix.
Explain.
(C8SE SP 2019-20)

Activities
Make the layout of a brochure. Also, write about how to make a brochure visually
appealing in short. Creativity
Create magazine ads and newsletters of a publishing company that has recently launched book on
marketing and is in
accordance with the latest CBSE syllabus. Critical Thinking & Creativity

Suggested Learning Activities

1. Divide the class into two groups, assigning one group to focus on email and the other on voice mail.
Have group to identify the advantages and disadvantages of their assigned communication method.
9roups
2. Discuss the present their findings to the class, encouraging discussion.
elements of a customized marketing email, including a catchy subject line, engaging content, and a clear
caltecke
l-to-actiaon.live radio broadcast within the school or classroom. Assign roles such as announcer, reporter, ano so
technicianitstomain
Highlight
yyour classmates.
points.
Prepare a script of a Multi Specialty hospital that is opening in the vicinity
of your school.