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Exam 16: Using Effective Promotions

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Question 131

Multiple Choice

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A promotional campaign begins by

A) identifying a target market.
B) defining the objectives for each element of the promotion mix.
C) determining a promotional budget.
D) developing a unifying message.

E) A) and B)
F) None of the above

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Question 132

Multiple Choice

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Two-way communication between businesses and customers becomes easier by using

A) social media.
B) viral marketing.
C) product placement.
D) mobile marketing.

E) A) and B)
F) A) and D)

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Question 133

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The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process.

AutoPROS uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. What strategy is AutoPROS using?

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using mobile technology.

In the seven-step B2B selling process, the selection of potential customers is known as

Institutional advertising creates an attractive image for an organization rather than for a product.

The total annual expenditures on advertising in the United States

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

Closing the sale represents success for the salesperson and the final step in the selling process.

Caroline has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Caroline is practicing brand communication.

A ________ allows B2B buyers to see products online 24/7 without having to leave their office.

Which of the following represents the primary purpose of a firm using institutional advertising?

To generate enthusiasm about a good or service, sales promotion

Kerry Cottage carries authentic Irish gifts and clothing. The company uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. What strategy is Kerry Cottage utilizing?

Newport Chemicals demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.

Social media offers opportunities for positive and negative word-of-mouth promotion.

Mobile technology allows marketers to promote products to consumers through smartphones using text alerts.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize