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Exam 16: Using Effective Promotions

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Question 101

Multiple Choice

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The average cost of a single sales call to a potential B2B buyer in the U.S.is expensive and could cost about:

A) $40.
B) $100.
C) $400.
D) $1,400.

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

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Question 102

True/False

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Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

A) True
B) False

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Question 103

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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.

Independent producers can create self-published syndicated "radio shows" using:

Which of the following statements is the most accurate?

Magazine advertising main strengths are high visibility,repeat exposures,and basically very low cost.

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

When Pepsi introduced its SoBe product line during spring break in Panama City,Florida and South Padre Island,Texas it gave out free samples and provided free rides on Pepsi trucks.Pepsi was practicing event marketing.

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Direct mail,broadcast and cable television,and newspapers are the top three advertising media when ranked by total expenditures.

When it comes to reaching global markets,evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both a)a pull strategy and b)a push strategy.

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

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using technology such as an Apple iPod.

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise.Since these messages are geared directly to customers,it is clear that Tom and Melody want to implement a _________ strategy.

PR firms find that their services can be enhanced and improved by listening to the public in different forums including the Internet.

Companies can implement global marketing by developing a product and promotional strategy that:

Internal sales promotion efforts target salespeople and employees that handle customer complaints.