Exam 16: Using Effective Promotions

Companies that adopt a pull strategy target their promotional efforts toward:

Nightbrite Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.

Advertisers like online advertising because:

Free TV and radio broadcasting is made possible by advertising.

When Pepsi introduced its SoBe product line during spring break in Panama City, Florida and South Padre Island, Texas, it gave out free samples and provided free rides on Pepsi trucks. Pepsi was practicing event marketing.

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.

New technology allows marketers to promote products to consumers through smartphones using text alerts.

After-sale follow-up is an important but often neglected step in B2C sales.

Publicity is often referred to as the talking arm of public relations.

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Effective selling involves helping others to satisfy their wants and needs.

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Algonquin Books partnered with Barnes & Noble to offer a unique _________. If you purchase one of 12 paperback books published by Algonquin, you can choose one of 12 e-Books for $3 (a much lower price than a regular e-Book). The goal is to increase traffic in bookstores.

Advertising reaches a national audience more effectively than it communicates with a local market.

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.

Explain the steps in the personal selling process. How does B2B personal selling differ from B2C personal selling?

At a recent sporting event, a local beer distributor gave free beverage mugs to all adults with a paid admission. This is an example of:

Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Indiana Processing and other companies $5,000 per page for ______________ to help offset the magazine's publishing costs.