Exam 17: Promotional Planning

Deciding which social networks to use, learning how to use them, and staying active and involved by sharing information and monitoring what others are doing require resources that very few small businesses have.

The promotional mix includes advertising, social media, and sales promotion, but not personal selling.

Match the term with its definition. -An inclusive term for any promotional technique other than personal selling and advertising that stimulates the purchase of a particular product or service

A widely dispersed market generally requires which of the following promotional methods?

Many small manufacturers, while agreeing that trade show exhibits can be helpful in promotion, rightly believe that they are not as cost-effective as advertising.

Match the term with its definition. -A promotional strategy that provides visibility for a business at little or no cost

The two major steps in preparing for a sales presentation are _____ and _____.

Match the term with its definition. -Abbreviation for a small, specialized software program

Trade show groups claim that the cost of an exhibit is less than one-fourth the cost of sales calls.

The simplest method of determining how much to budget for promotion is to earmark a percentage of sales.

List the factors that determine an effective promotional strategy.

Match the term with its definition. -A square bar code that connects to a website, a video, or some other Web content

A major shortcoming with the _____ method of determining promotional expenditures is a tendency to spend more on promotion when sales are increasing and less when they are declining.

Personal selling is an effective method for promoting toothpaste.

Advertising is inexpensive and adds direct value to a product or service.

Most customer objections can be categorized as relating to all of the following EXCEPT

According to the Pew Research Center, in 2018, _____% of adults in the United States owned a smartphone.

Inspiring Toys, a small manufacturer of educational toys, is formulating a budget for next year's promotional activities. Which of the following methods should be considered to react to a short-run promotional tactic done by Mattel?

Creating print advertising in-house is becoming increasingly common among small firms.

Match the term with its definition. -Social networking and microblogging websites, as well as other means of online communication, where users share personal messages, information, videos, and other content