Exam 16: Using Effective Promotions

Since personal selling involves face-to-face contact with customers, salespeople make little if any use of technology in performing their jobs.

Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

To generate enthusiasm about a good or service, sales promotion:

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

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

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

Which of the following is a major strength of direct mail advertising?

The effectiveness of direct mail advertising suffers from:

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Due to the unique nature of this product, Tom and Melody have decided to develop a half-hour TV program to demonstrate the benefits of the MuscleMaster. It is hoped that this __________ will provide a great start in the market.

As a new salesperson for a textbook publisher, Kylie is creating a list of professors that decide what texts their schools use. She plans to e-mail these schools to determine what texts they are currently using and if they plan to adopt a new text. Identifying those decision makers that are willing to consider one of her texts is called:

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.

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

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.

The evidence supports the position that promotional efforts specifically designed for individual countries produce:

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

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.