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Exam 16: Using Effective Promotions

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Question 51

Multiple Choice

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In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.

A) product placement
B) direct mail
C) sampling
D) commercials

E) None of the above
F) A) and C)

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Question 52

Multiple Choice

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Before they look at specific promotional tools,Melody and Tom agree that they want a promotion mix that is both comprehensive and unified.They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image.Melody and Tom want to implement an) :

A) internal marketing program.
B) integrated marketing communication program.
C) multilevel market coordination plan.
D) stakeholder response communication system.

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

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Question 53

Multiple Choice

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Which of the following is a B2B sales promotion activity?

Effective sales promotion activities target:

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.

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

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

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

People with an unmet need,the authority to buy,and the willingness to listen to a sales message represent a firm's:

Validation refers to the process of determining whether a potential customer has the need for a product,the authority to buy,and the willingness to listen to a sales message.

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

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

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product.This represents a push promotional strategy.

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

Maryland Chemical demands complete control over any message communicated to the public regarding their products.The most efficient element of the promotion mix to achieve their desired control is publicity.

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant.He described the location in relation to campus and encouraged his students to give it a try.The professor's comments represent:

Identify the advantages and disadvantages of newspapers and cable and broadcast TV as media to carry your firm's promotional message.Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

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

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated differently from what the marketer attempts to say.

Best Pick,a home electronics superstore,knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business.Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.