Exam 16: Using Effective Promotions

The effectiveness of magazine advertising is reduced by its:

A firm's promotion mix consists of its pricing and distribution strategies.

To be effective and maintain its independence,the public relations department should avoid establishing close relationships with the media,community leaders,and other corporate stakeholders.

Podcasting enables independent producers to create self-published,syndicated "radio shows."

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

Advertisers like online advertising because:

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

Effective salespeople push hard to finalize a sale as soon as they finish their presentation.Otherwise,the customer has time to come up with objections that will make the sale more difficult to close.

Marla has developed a new advertising message for one of her firm's new products.She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers.Finally,the ad includes a free sample coupon to encourage people to try this new product.She is attempting to create one positive,unified brand image for the new product.Marla is practicing brand communication.

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

Which of the following helps explain the popularity of infomercials?

One way to see that publicity is handled well by the media is to:

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

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

Budliter has a new ad campaign for its product.In an effort to determine whether consumers like the ad and characters it created,Budliter is monitoring _________,or online diaries for mention of their campaign.

The major complaint with advertising is that it provides no real benefits to the public.

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

To generate enthusiasm about a good or service,sales promotion:

Public relations departments work closely with media,avoiding the time consuming effort of interacting with individual customers.

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.