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Exam 16: Using Effective Promotions

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Question 71

Essay

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Explain how publicity differs from advertising.What are the advantages and disadvantages of publicity in a firm's promotion strategy?

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Publicity is any information about an in...

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Question 72

Multiple Choice

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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.

A) interactive TV ad
B) online TV ad
C) infomercial
D) publicity commercial

E) A) and C)
F) All of the above

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Question 73

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The major complaint with advertising is that it provides no real benefits to the public.

The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to participate in an exchange.

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

An online diary that looks like a Web page but is easier to create and update is called an) :

Last year,New Era Cap Company Buffalo,NY) celebrated its 90th anniversary in business as a privately held company that makes a variety of hats and one of two suppliers of official MLB major league baseball) caps.According to the New York Times,the company invited "90 influential people to create one-of-a-kind caps to be auctioned off for charity." As a student of marketing,you would categorize this promotional event as a form of _____________.

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

The promotional budget will clarify how much can be spent on advertising and personal selling.

Integrated marketing communication combines all the promotional tools into one comprehensive,unified promotional strategy.

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

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

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

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.

Informing consumers about goods and services represents advertising's only benefit to society.

Future promotional efforts will likely be:

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

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

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

An effective public relations program informs the public that the firm is responsive to their needs.