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Exam 16: Using Effective Promotions

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Question 111

Multiple Choice

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Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:

A) trade advertising.
B) consumer publicity.
C) sales promotion.
D) public relations.

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

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Question 112

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

A) True
B) False

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Question 113

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Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Global advertising can save companies money in research and ad design.

The most important internal sales promotion efforts are directed toward:

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

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

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

Today's public relations departments:

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Maryland Chemical demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

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.

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

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.

In the Reaching Beyond Our Borders box in the chapter, Publicis Groupe, a traditional advertising agency that ranks as the fourth largest ad agency in the industry, found that:

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

The primary purpose of a push strategy is to:

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.