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Exam 16: Using Effective Promotions

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Question 71

True/False

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Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

A) True
B) False

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Question 72

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Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

A) True
B) False

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Question 73

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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:

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.

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

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers. Which of the following represents the preferred advertising medium to achieve their goal?

In their advertisements, Luther Pharmaceuticals asks consumers to judge their product, Ache-Free, against a well-known competitor's product to see that Ache-Free provides superior pain relief. This represents:

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product. This represents a push promotional strategy.

Which of the following is a major strength of direct mail advertising?

Bethany just finished making a sales presentation to a major prospect. In the next step of the selling process, Bethany will likely be:

One problem with newspaper advertisements is that they have a short life span.

Woody's Vitamins utilizes the Internet to market their products. Currently, they offer existing customers a commission if they successfully direct a friend to buy from the Woody's website. This program represents an example of what's referred to as underground relationship promotions.

Advertising helps to cover the production costs of newspapers and magazines.

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

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

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

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

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

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch. Slapstick Films believes the best way of reaching its customers is through a: strategy.