Question

what type of promotion consists of trying to positively promote and build a company brand as a whole?
select one:
a. sales promotion
b. institutional promotion
c. public promotion
d. product promotion

which element of the promotional mix, because the content is typically delivered from a secondary source, is often the most credible in the eyes of the consumer?
select one:
a. personal selling
b. sales promotion
c. advertising
d. public relations

Explanation:

For the first question:

• Sales promotion focuses on short-term sales boosts, not overall brand building.
• Institutional promotion aims to build a company's overall brand reputation and image.
• Public promotion is not a standard core promotional category focused on brand-wide building.
• Product promotion centers on specific products, not the entire company brand.

For the second question:

• Personal selling is direct from the company, so less perceived credibility.
• Sales promotion is company-driven, with lower independent credibility.
• Advertising is controlled by the company, so consumers view it as biased.
• Public relations content comes from secondary, independent sources (like media coverage), making it the most credible to consumers.

Answer:

1. b. Institutional Promotion
2. d. Public relations