Exam 16: Using Effective Promotions

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

The use of coupons and sales contests represent internal public relations and sampling activities.

Registration in Professor McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.

The combination of advertising, personal selling, public relations, and sales promotion activities traditionally used by an organization represents its:

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

The promotional budget will clarify how much can be spent on advertising and personal selling.

Because TV advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.

After prospects have been identified and qualified, the next step in the selling process is __________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

The Internet allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

The distribution method for audio and video programs online that lets users subscribe to a number of files or feeds is called a(n):

Informing consumers about goods and services represents advertising's only benefit to society.

A good public relations program recognizes that the:

Online advertising has become the number one medium and ranks ahead of newspapers and television, based on total advertising expenditures.