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Exam 16: Using Effective Promotions

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Question 21

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

A) True
B) False

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Question 22

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Which of the following is a major strength of direct mail advertising?

A) Low cost
B) Widespread acceptance by consumers
C) Subject to few restrictions or regulations
D) Ability to accurately target specific markets

E) A) and B)
F) B) and D)

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Question 23

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Sales promotion programs can be used as a means to generate employee enthusiasm.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

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:

Newspapers,radio,and the Yellow Pages are especially attractive to local advertisers.

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

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Before they look at specific promotional tools,Melody and Tom agree that they want a promotion mix that is both comprehensive and unified.They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image.Melody and Tom want to implement a(n) :

TV programs devoted exclusively to promoting goods and services are called:

After her sales presentation,Whitney asks her customers what color they prefer and if they would like to pay by credit card.She hopes that these questions will help the sales process move beyond the customer's questions and objections.With limited time,Whitney is utilizing a trial close to help finalize the sale more quickly.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Due to the unique nature of this product,Tom and Melody have decided to develop a half-hour TV program to demonstrate the benefits of the MuscleMaster.It is hoped that this __________ will provide a great start in the market.

The advertising medium that accounts for the largest share of total advertising expenditures is:

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product.This represents a push promotional strategy.

After-sale follow-up is an important but often neglected step in B2C sales.

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

The Internet allows firms to listen to customers' wants,track their purchases,provide them with better service,and more access to information.

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

Consumer research indicates that the public is very concerned about underage drinking.In response,Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families.The firm also provides materials to retailers to help train their employees to avoid sales to minors.Publicizing these efforts:

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called: