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Exam 16: Using Effective Promotions

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Question 111

True/False

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The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

A) True
B) False

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Question 112

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

A) True
B) False

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Question 113

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Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Businesses pay using product placement to have their products prominently displayed in a TV episode of Glee or a feature movie.

Muscleup promotes its liquid protein drink directly to consumers through television ads,infomercials,and newspaper coupons.The company is making use of a push strategy to reach their customers.

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:

One advantage of magazine advertising is that:

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.

The traditional promotion mix for a firm consists of the:

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

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

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

As a manager for a firm that produces a variety of recreational equipment and sporting goods,Kevin is convinced that his firm markets the safest,highest quality equipment in the entire industry.Recent studies from the Consumer Product Safety Commission support his position.Kevin feels that the best way to create an image of high quality,safe products is to develop an extensive advertising campaign.Kevin realizes that publicity lacks the credibility that advertising can generate.

___________ encourages people to tell other people about goods or services they have enjoyed.

The primary purpose of a push strategy is to:

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents an) ________ program.

After receiving poor service from her car insurance company,Wendy made her complaints public by placing them on the Internet.This is another form of:

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