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Exam 16: Using Effective Promotions

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Question 141

Multiple Choice

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Wee Be Irish produces authentic Irish gifts and clothing.Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand.Wee Be Irish utilizes a ________ strategy.

A) systems
B) placement
C) push
D) pull

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

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verified

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Question 142

True/False

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While testimonials effectively promote products to new customers,they are not effective in reaching existing customers.

A) True
B) False

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Question 143

Multiple Choice

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

Which of the following media enables firms to quickly change their advertising message?

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

In evaluating the best advertising medium to reach a specific target market the clear choice is:

Direct mail,broadcast and cable television,and newspapers are the top three advertising media when ranked by total expenditures.

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues.With this information widely available,efforts can be made to persuade the public of the firm's virtues.

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 aerobic 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.

Which of the following statements is the most accurate?

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

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

A testimonial represents communication from a customer that praises a firm's products.

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

The total annual expenditures on advertising in the United States:

Motivated by the disrespectful treatment he received at a department store,Karnell shared his bad experience on an Internet chat room.He encouraged others to follow his lead and not patronize that store.Karnell's statements represent word-of-mouth promotion.

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Pat's Pie Pantry generates significant word-of-mouth advertising by delighting their customers with delicious pies.Word of mouth represents the use of advertising.

A major responsibility of the public relations department is to:

Compared to effective comparative advertising,publicity is generally considered less believable.