Exam 16: Using Effective Promotions

Evidence indicates that the best promotional strategy for firms operating globally is:

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

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

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

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

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents a(n)________ program.

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

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

Explain the difference between viral marketing,blogging and podcasting.

Which of the following is required to build meaningful relationships with customers?

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others.The free tickets Woodson provides represent:

Sampling,coupons,discounts and other sales promotion efforts are promotional tools used to motivate people to buy now rather than later.

Future promotional efforts will likely be:

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

One advantage of magazine advertising is that:

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

In the Thinking Green box in the chapter,companies such as Mars Drinks North America and First Global Express have found that:

Companies can implement global marketing by developing a product and promotional strategy that:

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