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Exam 16: Using Effective Promotions

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Question 1

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According to the Social Media in Business box titled,"Social Media Complements Other Promotion," various business owners emphasize:

A) The fact that social media has taken over as the most persuasive form of promotion,and the "go to" place if a business wants its message to make its way around the world in breakneck speed.
B) Integrating the brand's message through more than one form of promotion.Direct mail and social media often work well together.
C) Social media is used in the same manner as publicity.
D) "Give-aways" through social media are much more effective than "give-aways" through other forms of sales promotion.

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Question 2

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In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

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Question 3

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Which of the following is required to build meaningful relationships with customers?

It is important to design promotional efforts specifically for individual countries since sometimes the brand is not appealing in the targeted country.For example,a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

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

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Persuading others to buy your product represents the only goal of effective selling.

Compared to advertising,publicity offers the advantage of greater:

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.

Infomercials provide the opportunity for:

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.

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

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

When managing the promotion mix,marketers are utilizing technology to deliver important information directly to the customer.For example,during the spring planting season,Home Depot™ and Lowes™ added bar codes to plants.When scanned with a mobile app using one's smart phone applications) ,customers could make better buying decisions.The bar code offered information on planting time,watering schedule,sun vs.shade plants,and other pertinent tips on each plant.Home Depot even ran a bar-code commercial,to let its customers know how it was using technology to assist them with their spring planting decisions.Whether using new promotional methods or traditional promotional methods,Home Depot:

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

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

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

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:

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