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Exam 16: Using Effective Promotions

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Question 71

True/False

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

A) True
B) False

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Question 72

Multiple Choice

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________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

A) Word-of-mouth promotion
B) Personal selling
C) Public relations
D) Internal marketing

E) B) and C)
F) None of the above

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Question 73

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Coupons, contests, and sampling are examples of sales promotion activities.

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated into a local language differently from what the marketer has attempted to say.

Bathtub Brewing Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.

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

Marshall Manufacturing has recently revamped its promotional strategy. Marshall now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message. Marshall Manufacturing has adopted a(n)

Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy.

Which of the following statements is the most accurate?

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

________ refers to such tactics as paying people to say good things about a product online or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

A testimonial represents communication from a customer that praises a firm's products.

________ refers to any paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message.

With the increase of digital advertising, infomercials are rarely shown on television.

Television programs devoted exclusively to promoting goods and services are called

Online advertising has become the number one medium and ranks ahead of newspapers and television, based on total advertising expenditures.

The B2B selling process may take a long time before a deal is finalized; therefore, gathering information about the customer before you approach them is critical.

Arturo is a salesperson for a firm that sells and leases heavy construction equipment. This equipment is very expensive, and is highly specialized. Arturo spends a great deal of time learning about potential customers' needs, then locates exact specifications of equipment offered by all the major producers in the industry. Armed with this information, Arturo is able to identify the best equipment for each job. Arturo has completed the preapproach stage of the selling process.

A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.

As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.