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Exam 16: Using Effective Promotions

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Question 91

True/False

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The use of coupons and sales contests represent internal public relations and sampling activities.

A) True
B) False

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Question 92

Multiple Choice

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The effectiveness of magazine advertising is reduced by its

A) inflexibility.
B) inability to target specific markets.
C) brief life span.
D) higher total cost, relative to television advertising.

E) C) and D)
F) B) and D)

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Question 93

Multiple Choice

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Interactive promotion

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Effective sales promotion activities target

The effectiveness of direct mail advertising suffers from

Global advertising can save companies money in research and ad design.

Infomercials provide the opportunity for

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. -Due to the unique nature of this product, Tom and Melody have decided to develop a half-hour television program to demonstrate the benefits of the MuscleMaster. It is hoped that this ________ will provide a great start in the market.

Compared to advertising, publicity offers the advantage of greater

Publicity is often referred to as the talking arm of public relations.

The goal of ________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as television advertising will dominate promotional efforts over the long term.

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Advertising reaches a national audience more effectively than it communicates with a local market.

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Which of the following is an advantage of magazine advertising?

The distribution method for audio and video programs online that lets users subscribe to a number of files or feeds is called a(n)