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Exam 16: Using Effective Promotions

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Question 91

True/False

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One fact that marketers must keep in mind is that publicity can be either positive or negative.

A) True
B) False

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Question 92

Multiple Choice

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The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities,such as trade shows,event sponsorships,and contests,is known as:

A) publicity.
B) public relations.
C) every day low prices.
D) sales promotion.

E) B) and C)
F) A) and B)

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Question 93

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Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

Because TV advertising is so expensive,it is less popular than in the past,it now ranks sixth in total advertising expenditures.

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called:

Motivated by the disrespectful treatment he received at a department store,Karnell shared his bad experience on an Internet chat room.He encouraged others to follow his lead and not patronize that store.Karnell's statements represent word-of-mouth promotion.

The Internet has changed the emphasis of promotion from "promoting to" customers to "working with" customers.

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems.As an effective salesperson,Anita 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.

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

Compared to advertising,publicity offers the advantage of greater:

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

After completing his sales presentation,Jerald's client expressed her concerns and questioned some of the details of the sales proposal.An effective salesperson would:

In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted a(n) :

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

The B2C selling process has fewer steps than the B2B selling process.