Exam 16: Using Effective Promotions

Bubbles Cola introduced Fruit Flash product line during spring break in Panama City and South Padre Island. It gave out free samples and provided free rides on Bubbles Cola trucks. Bubbles Cola was practicing event marketing.

Future promotional efforts will likely be

Social media is an easy way for customers to communicate with companies. However, it is not an easy way for companies to communicate with customers.

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Starlight Movies markets its DVDs and Blu-rays online. Recently, Starlight adopted a new program that offers their current customers free rentals if they encourage their friends to visit Starlight's website. What does this promotional program represent?

Which of the following media enables firms to quickly change their advertising message?

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

Explain the steps in the personal selling process. How does B2B personal selling differ from B2C personal selling?

The primary purpose of a push strategy is to

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Sales promotion programs can be used as a means to generate employee enthusiasm.

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

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

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

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

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's

Frontier Filmmakers advertises their movies during television shows that their target market typically watches. Frontier Filmmakers believes the best way of reaching its customers is through a ________ strategy.