Exam 16: Using Effective Promotions

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Calvin is a salesperson for an electrical contractor. This means he is included as part of the target audience for sales promotions from his own company.

The number one advertising medium in terms of total dollar expenditures is newspapers.

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

An effective public relations department regularly listens to and communicates with the public.

The Internet enables companies to decrease their emphasis on traditional promotional tools such as television advertising.

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

One problem with newspaper advertisements is that they have a short life span.

A ________ is an endorsement from a customer praising a firm's product.

Spokes Bicycles is looking to change up its promotional strategy and focus on its relationships with customers. Which of the following is required for Spokes to build meaningful relationships with its customers?

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Forestry Friends is an organization concerned about preserving forests and wilderness areas. They hope to raise the public's awareness regarding this issue. Forestry Friends can communicate their concern by utilizing advocacy advertising.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Xer-Wise markets and promotes its products to consumers online. Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet. They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster on Facebook. They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website. If they adopt these strategies, Tom and Melody would be utilizing

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

Persuading others to buy your product represents the only goal of effective selling.

It is important to design promotional efforts specifically for individual countries or cultures, and also with great care-at risk of a brand not appealing to the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

In terms of total dollars spent, the number one and two advertising media are

Advertisers like online advertising because

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.