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Exam 16: Using Effective Promotions

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Question 131

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_________ refers to any paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message.

A) Publicity
B) Promotion
C) Public relations
D) Advertising

E) None of the above
F) B) and D)

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Question 132

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Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as TV advertising will dominate promotional efforts over the long term.

A) True
B) False

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Question 133

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

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -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.

After receiving poor service from her car insurance company, Wendy made her complaints public by placing them online. This is a form of:

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.

As a salesperson for an electrical contractor, Greg is included as part of the target audience for sales promotions from his own company.

A __________ allows B2B buyers to see products online 24 hours a day, 365 days a year without having to leave their office.

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

After adopting integrated marketing communication, Madison Furniture puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

The number one advertising medium in terms of total dollar expenditures is newspapers.

Which of the following statements is the most accurate?

Effective sales promotion activities target:

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

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

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.

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.