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Exam 16: Using Effective Promotions

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Question 71

Multiple Choice

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The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

A) marketing communications system.
B) marketing mix.
C) public relations package.
D) promotion mix.

E) All of the above
F) A) and D)

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Question 72

Multiple Choice

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When an organization uses advertising to create an attractive image for itself,this type of advertising is called:

A) retail advertising.
B) trade advertising.
C) comparison advertising.
D) institutional advertising.

E) All of the above
F) None of the above

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Question 73

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You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both (a)a pull strategy and (b)a push strategy.

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

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

Informing consumers about goods and services represents advertising's only benefit to society.

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Muscleup promotes its liquid protein drink directly to consumers through television ads,infomercials,and newspaper coupons.The company is making use of a push strategy to reach their customers.

Free TV and radio broadcasting is made possible by advertising.

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

According to the Spotlight on Small Business box in Chapter 16,for small entrepreneurs like Amy Scherber of Amy's Bread in New York,it's best to forget about promotion and focus your efforts on becoming a low-cost producer to compete in a competitive market like breads.

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

In terms of total dollars spent,the number one and two advertising media are:

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

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

A good public relations program recognizes that the:

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

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.