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Exam 16: Using Effective Promotions

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Question 131

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When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot

A) utilized pull strategy because it directed its campaign to the stores where the products are sold.
B) utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy.
C) utilized pull strategy because it directed its messages to consumers.
D) utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.

E) A) and D)
F) A) and C)

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Question 132

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In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

A) True
B) False

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Question 133

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Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

Independent producers can create self-published syndicated shows using

After-sale follow-up is an important but often neglected step in B2C sales.

Validation refers to the process of determining whether a potential customer has the need for a product, the authority to buy, and the willingness to listen to a sales message.

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

According to the Connecting Through Social Media box, production companies needed to change how they measure the popularity of a television program, since we don't necessarily tune in at a specific time. Now, companies track Twitter and Facebook buzz to analyze ratings.

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

Magazines such as People, Sports Illustrated, and Bloomberg Businessweek pay for much of the cost of producing their publications by selling advertising space in the magazines.

The traditional promotion mix for a firm consists of the

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

Technology allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

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?

Lyla faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Lyla confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. What should Lyla consider?

Effective sales promotion activities target

Advocacy advertising is advertising that supports a particular view of an issue such as nuclear power.

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.

The promotional budget will clarify how much can be spent on advertising and personal selling.