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Exam 16: Using Effective Promotions

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Question 81

True/False

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Technology has changed the emphasis of promotion from promoting to customers to working with customers.

A) True
B) False

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Question 82

Multiple Choice

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In terms of total dollars spent, the number one and two advertising media are

A) television along with direct mail.
B) digital and television.
C) television and newspapers.
D) digital and radio.

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

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Question 83

Multiple Choice

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Evidence indicates that the best promotional strategy for firms operating globally is

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

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

The distribution method for audio and video programs online that lets users subscribe to a number of files or feeds is called a(n)

Newport Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Newport and other companies $5,000 per page for ________ to help offset the magazine's publishing costs.

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

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

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

The effectiveness of magazine advertising is reduced by its

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

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.

After her sales presentation, Cheryl asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Cheryl is utilizing a trial close to help finalize the sale more quickly.

Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

Which of the following statements is the most accurate?

Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

A review of the personal selling process indicates that selling is