Exam 16: Using Effective Promotions

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

The B2C selling process has fewer steps than the B2B selling process.

The use of infomercials represents an effective use of advertising dollars.

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers, since they ultimately decide the fate of a product.

While testimonials effectively promote products to new customers, they are not effective in reaching existing customers.

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the PharmaOne Pharmaceutical Company. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

Depending upon the promotional campaign, advertising may include paid and nonpaid forms of nonpersonal communication.

Tiffany recently received poor service at a local restaurant. After dinner, Tiffany made her complaints public by placing them online. What is this a form of?

One fact that marketers must keep in mind is that publicity can be either positive or negative.

The Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

The management at GameGuys, Inc. designed a strategy that unifies advertising, personal selling, public relations, and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

Fit Family utilizes newspaper and television ads designed to motivate potential buyers to seek out their product. This represents a push promotional strategy.

A major responsibility of the public relations department is to

As mentioned in the Reaching Beyond Our Borders box, though Kraft Foods knows that there are varying tastes around the world, they only sell their original Oreos worldwide.

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a ________ promotional strategy.

Businesses pay for product placement to have their products displayed in a television episode of Empire or a feature movie.

Nicola is a salesperson at one of Epic Electronics' retail stores. As an effective salesperson, Nicola is expected to help her customers resolve any doubts they might have before the sale, and follow up to ensure that the customer is satisfied after the sale.

An effective public relations program informs the public that the firm is responsive to their needs.

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.