Exam 16: Using Effective Promotions

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

It is important to design promotional efforts specifically for individual countries since sometimes the brand is not appealing in the targeted country.For example,a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Even though advances in mobile media present some interesting opportunities,marketers expect that traditional promotions such as T.V.advertising will dominate promotional efforts over the long term.

Explain how publicity differs from advertising.What are the advantages and disadvantages of publicity in a firm's promotion strategy?

An effective public relations program informs the public that the firm is responsive to their needs.

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Personal selling involves the face-to-face presentation and promotion of goods and services.

As a manager for a firm that produces a variety of recreational equipment and sporting goods,Kevin is convinced that his firm markets the safest,highest quality equipment in the entire industry.Recent studies from the Consumer Product Safety Commission support his position.Kevin feels that the best way to create an image of high quality,safe products is to develop an extensive advertising campaign.Kevin realizes that publicity lacks the credibility that advertising can generate.

Which of the following statements is most accurate?