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Exam 16: Using Effective Promotions

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Question 51

Multiple Choice

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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:

A) will likely backfire, since few people will believe a beer company would seriously support a program that would reduce their sales.
B) represents a key step in a good public relations program.
C) illustrates a push strategy applied to public relations.
D) would distract the firm from its primary mission of selling beer to adults.

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

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Question 52

True/False

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The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

A) True
B) False

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Question 53

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Dean, a manager for a firm that produces a variety of recreational equipment and sporting goods, is convinced that his firm markets the safest, highest-quality equipment in the entire industry. Recent studies from the Consumer Product Safety Commission support his position. Dean feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Dean realizes that publicity lacks the credibility that advertising can generate.

There are millions of blogs online, but businesses have found blogs do not serve much of a purpose since social media is more powerful.

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

Independent producers can create self-published syndicated shows using

The evidence supports the position that promotional efforts specifically designed for individual countries produce

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

The primary purpose of a pull strategy is to

Which of the following is a B2B sales promotion activity?

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

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

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot

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

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

The combination of advertising, personal selling, public relations, and sales promotion activities traditionally used by an organization represents its

Colossal Choco Chipper is a new, gigantic chocolate chip cookie created by the Kookie Cookie Company. To create interest for the Colossal Choco Chipper, the company sent a free package of six cookies to selected homes along with a coupon. Kookie Cookie's activities represent

Free television and radio programming is made possible by advertising.