Exam 16: Using Effective Promotions

The Internet has changed the emphasis of promotion from "promoting to" customers to "working with" customers.

TV programs devoted exclusively to promoting goods and services are called:

The primary purpose of a pull strategy is to:

Motivated by the disrespectful treatment he received at a department store,Karnell shared his bad experience on an Internet chat room.He encouraged others to follow his lead and not patronize that store.Karnell's statements represent word-of-mouth promotion.

In B2C sales the salesperson does not spend a great deal of their time:

To be successful,salespeople find that their job responsibilities extend far beyond just closing the sale.

Budliter has a new ad campaign for its product.In an effort to determine whether consumers like the ad and characters it created,Budliter is monitoring __________,or online diaries for mention of their campaign.

The purpose of a __________ is to move the selling process toward an actual product purchase.

Direct mail is usually the best advertising medium to reach specific target markets and ranks number one in overall advertising expenditures.

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.

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

A good public relations program recognizes that the:

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

The Wall Street Journal reported that several customers at Michael's arts & crafts stores had their bank accounts looted after using their debit cards at the retailer;British Petroleum made the headlines of just about every newspaper in the nation when an oil rig failed and oil spilled profusely into the Gulf of Mexico;on the daytime program called The View,one of the celebrity panelists commented on the mother that injected her 8-year-old daughter with Botox as "the dumbest A%$& momma I've ever seen!!" These unsolicited statements made in the media would be classified as:

Internet advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Interactive promotion:

Compared to effective comparative advertising,publicity is generally considered less believable.

Jake and Janelle loved to prepare gourmet meals for friends and family.They started a business of preparing theme type dinners for friends who were having parties.To generate even more interest in the business,Janelle created _________________ on her website.She posted pictures of events,and close-ups of the food they served.She encouraged patrons and others to post reviews,comments,and favorite recipes,and to share their own party ideas.Her promotion became a dialogue between buyers of her service and the business.

The effectiveness of magazine advertising is reduced by its: