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Exam 16: Using Effective Promotions

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Question 91

True/False

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

A) True
B) False

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Question 92

Multiple Choice

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Compared to other promotional tools,publicity:

A) costs more.
B) offers the firm little control over the message.
C) prevents a response from competitive firms.
D) is the easiest to manage.

E) B) and D)
F) All of the above

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Question 93

Multiple Choice

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Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center.However,the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives.Miss Kitty's apparently benefits from positive:

A review of the personal selling process indicates that selling is:

Bob is a salesperson for a firm that markets products in a B2B market.His wife,Sally,is a salesperson for a retail store selling top quality electronics goods.While Bob is likely to be successful using follow up after the sale,Sally should avoid this approach.

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities,such as trade shows,event sponsorships,and contests,is known as:

The popularity of infomercials has declined in recent years.

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

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions.The hope is that by stimulating interest in tour and travel agents,they will in turn encourage their customers to visit Maryland.This example represents a ________ promotional strategy.

Which of the following statements is the most accurate?

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

Businesses pay using product placement to have their products prominently displayed in a TV episode of 30 Rock or a feature movie.

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

After receiving poor service from her car insurance company,Wendy made her complaints public by placing them on the Internet.This is another form of:

A _________ is an endorsement from a customer praising a firm's product.

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

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:

Identify the advantages and disadvantages of newspapers and cable and broadcast TV as media to carry your firm's promotional message.Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?