Exam 16: Using Effective Promotions

As one of the tools included in a firm's promotion mix,public relations is intended to earn public understanding and acceptance.

The use of infomercials represents an effective use of advertising dollars.

Viral marketing describes everything from paying people to say positive things on the Internet to schemes where consumers get commissions for directing friends to specific websites.

Magazines such as People,Sports Illustrated,and Business Week pay for much of the cost of producing their publications by selling advertising space in the magazines.

After adopting integrated marketing communication,Madison Furniture puts less emphasis on public relations,sales promotion,and personal selling,and concentrates on advertising designed to provide a uniform message to all markets.