Exam 16: Using Effective Promotions

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Lyla faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Lyla confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. What should Lyla consider?

Digital advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

A review of the personal selling process indicates that selling is

Validation refers to the process of determining whether a potential customer has the need for a product, the authority to buy, and the willingness to listen to a sales message.

________ advertising supports a particular view or position on an issue.

Publicity works and is often used only if the media finds the information interesting or newsworthy.

The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.

A good public relations program recognizes that the

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Motivated by the impolite treatment he received at a department store, José shared his bad experience on Yelp. He encouraged others not to frequent that store. José's statements represent negative word of mouth.

Companies that adopt a pull strategy target their promotional efforts toward

Effective selling involves helping others to satisfy their wants and needs.

After-sale follow-up is an important but often neglected step in B2C sales.

Jasmine finished writing a news release about her company's new product. She intends to e-mail the message to local television and radio stations as well as newspapers in hope that they will find the information newsworthy and run a story about the product. Jasmine's efforts represent the firm's

The promotional budget will clarify how much can be spent on advertising and personal selling.

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a

The traditional promotion mix for a firm consists of the

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