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Exam 16: Using Effective Promotions

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Question 61

True/False

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Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

A) True
B) False

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Question 62

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Viral marketing describes everything from paying people to say positive things online to schemes where consumers get commissions for directing friends to specific websites.

A) True
B) False

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Question 63

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Compared to other promotional tools, publicity

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

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

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

Protectors' Insurance wants to build strong relationships with its customers and is looking to create a more interactive approach to advertising. Which of the following represents the preferred advertising medium to achieve their goal?

Advertising the newest Avengers movie during Saturday Night Live is an example of a pull strategy being used by the film's producers.

The primary emphasis of advertising today is to move from a regional approach in global markets to a total globalist approach.

Evidence indicates that the best promotional strategy for firms operating globally is

Your company has developed a new nutritious snack and you are part of the team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Technology has changed the emphasis of promotion from promoting to customers to working with customers.

When marketers advertise on a big online search engine like Google, they can reach the people they most want to reach.

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

In B2C sales the salesperson does not spend a great deal of their time

Newport Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Newport and other companies $5,000 per page for ________ to help offset the magazine's publishing costs.

The purpose of a ________ is to move the selling process toward an actual product purchase.

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

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

The purpose of institutional advertising is to create an attractive image for an organization.