Exam 16: Using Effective Promotions

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

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

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:

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

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.

Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy.

Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Indiana Processing and other companies $5000 per page for to help offset the magazine's publishing costs.

Publicity works and if often used only if the media finds the information interesting or newsworthy.

Personal selling involves more than presenting the product and closing the deal. Other activities include the search for new prospects and follow-up services after the sale.

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

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

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

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms. The concert tickets Lisa receives represent swag.

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Which of the following is a consumer sales promotion activity?

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

The advertising medium that accounts for the largest share of total advertising expenditures is:

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as:

Direct mail, broadcast and cable television, and newspapers are the top three advertising media when ranked by total expenditures.