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Exam 16: Using Effective Promotions

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Question 51

True/False

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At an Epic Electronics retail store, management knows the value of reassuring their current customers that they made the right choice when they decided to give Epic their business. Testimonials would be an effective promotional activity to confirm the purchase decisions of Epic's customers.

A) True
B) False

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verified

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Question 52

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Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

A) True
B) False

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Question 53

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Infomercials provide the opportunity for

Mailing ads to nearby residents helps grocery stores reach their target market with information about special sales. This represents direct mail advertising.

The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.

Advertisers like online advertising because

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers, since they ultimately decide the fate of a product.

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

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

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

Nicola is a salesperson at one of Epic Electronics' retail stores. As an effective salesperson, Nicola is expected to help her customers resolve any doubts they might have before the sale, and follow up to ensure that the customer is satisfied after the sale.

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Dominic is a salesperson for Partners Publishing. His activities are part of Partners' promotion mix.

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.

In evaluating the promotion mix, it's fair to say that large organizations are best reached through personal selling.

Companies can implement global marketing by developing a product and promotional strategy that

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Madeline just finished giving a sales presentation to a major prospect. Next, Madeline will likely be

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.