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Exam 16: Using Effective Promotions

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Question 51

Multiple Choice

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

A) brand awareness.
B) brand publicity.
C) interactive promotional communication.
D) integrated marketing communication.

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

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Question 52

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Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

A) True
B) False

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Question 53

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Explain the difference between viral marketing, blogging and podcasting.

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

Television and direct mail are the top two advertising media when ranked by total expenditures.

After her sales presentation, Whitney 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, Whitney is utilizing a trial close to help finalize the sale more quickly.

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Coupons, contests, and sampling are examples of sales promotion activities.

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

A _________ is an endorsement from a customer praising a firm's product.

The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process.

According to the Adapting to Change box, companies can always control what is said about them online.

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Slapstick Films advertises their movies on TV programs that their target market of 21-30-year-olds typically watch. Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:

Businesses pay for product placement to have their products displayed in a TV episode of The Big Bang Theory or a feature movie.

Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

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

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.