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Exam 16: Using Effective Promotions

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Question 41

Multiple Choice

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

A) marketing communications system.
B) marketing mix.
C) public relations package.
D) promotion mix.

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

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Question 42

Multiple Choice

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

A) icast.
B) podcast.
C) blog.
D) filecast.

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

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Question 43

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After prospects have been identified and qualified, the next step in the selling process is __________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

A good public relations program recognizes that the:

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

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

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

Registration in Professor 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." Professor McNick's classes benefit from:

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.

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

The Internet allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

Because TV advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

The use of coupons and sales contests represent internal public relations and sampling activities.

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.

Online advertising has become the number one medium and ranks ahead of newspapers and television, based on total advertising expenditures.

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

The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.