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Exam 16: Using Effective Promotions

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Question 71

Multiple Choice

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A promotional campaign begins by

A) identifying a target market.
B) defining the objectives for each element of the promotion mix.
C) determining a promotional budget.
D) developing a unifying message.

E) C) and D)
F) B) and D)

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Question 72

Multiple Choice

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Tiffany recently received poor service at a local restaurant. After dinner, Tiffany made her complaints public by placing them online. What is this a form of?

A) negative advertising
B) institutional sales promotion
C) public relations
D) word of mouth

E) B) and C)
F) A) and C)

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Question 73

True/False

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The use of infomercials represents an effective use of advertising dollars.

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

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

Social media is an easy way for customers to communicate with companies. However, it is not an easy way for companies to communicate with customers.

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

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.

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

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

An effective public relations department regularly listens to and communicates with the public.

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

The B2C selling process has fewer steps than the B2B selling process.

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

________ encourages people to tell other people about goods or services they have enjoyed.

MusclePRO promotes its ready-to-drink protein shake directly to consumers through television ads, infomercials, and online coupons. The company is making use of a push strategy to reach their customers.

A firm's promotion mix consists of its pricing and distribution strategies.