Exam 16: Using Effective Promotions

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:

Explain the difference between viral marketing, blogging and podcasting.

Television and direct mail are the top two advertising media when ranked by total expenditures.

Businesses pay for product placement to have their products displayed in a TV episode of The Big Bang Theory or a feature movie.

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

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

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

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

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.

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

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

Slapstick Films advertises their movies on TV programs that their target market of 21-30-year-olds typically watch. Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Coupons, contests, and sampling are examples of sales promotion activities.

A _________ is an endorsement from a customer praising a firm's product.

According to the Adapting to Change box, companies can always control what is said about them online.

Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

After her sales presentation, Whitney asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Whitney is utilizing a trial close to help finalize the sale more quickly.

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

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.