DECA Sports and Entertainment Marketing Practice Exam

What term refers to the various promotional activities that support advertising efforts?

1. Marketing strategy

2. Merchandising

3. Brand positioning

4. Advertising campaign

The correct answer is: Merchandising

The term that best refers to the various promotional activities that support advertising efforts is merchandising. Merchandising encompasses a wide array of promotional tactics designed to enhance the visibility and appeal of a product or brand, often directly influencing consumer purchasing decisions at the point of sale. This can include in-store displays, promotional pricing, end-cap setups, samples, and other promotional short-term activities that work in conjunction with traditional advertising. While options like marketing strategy and advertising campaign relate to overarching planning and execution of promotions, they do not specifically highlight the supporting activities that enhance exposure and sales effectiveness at retail locations. Brand positioning denotes how a product is perceived relative to its competitors, and while it plays a crucial role in marketing, it does not directly address the promotional actions taken to support advertising. Thus, merchandising is the most accurate term to describe those various promotional activities aligned with advertising efforts.