Exam 16: Using Effective Promotions

Kerry Cottage carries authentic Irish gifts and clothing. The company uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. What strategy is Kerry Cottage utilizing?

A ________ allows B2B buyers to see products online 24/7 without having to leave their office.

Bookbinder Books partnered with Amazon to offer a unique ________. If you purchase 1 of 12 paperback books published by Bookbinder, you can choose 1 of 12 Kindle versions for $3 (a much lower price than a regular Kindle version).

The final step of the selling process involves

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called

When marketers advertise on a big online search engine like Google, they can reach the people they most want to reach.

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

Bailey is a new salesperson for a textbook publisher. She is compiling a list of professors who make textbook buying decisions and plans to contact these professors to determine what texts they are currently using, and if they plan to adopt a new text. Identifying those decision makers who are willing to consider one of her texts is called

As customers walk into Leopard Prints clothing store, they are approached by a salesperson who immediately greets and asks, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Publicity is often referred to as the talking arm of public relations.

Since personal selling involves face-to-face contact with customers, salespeople make little if any use of technology in performing their jobs.

Marshall Manufacturing has recently revamped its promotional strategy. Marshall now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message. Marshall Manufacturing has adopted a(n)

Dean, a manager for a firm that produces a variety of recreational equipment and sporting goods, is convinced that his firm markets the safest, highest-quality equipment in the entire industry. Recent studies from the Consumer Product Safety Commission support his position. Dean feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Dean realizes that publicity lacks the credibility that advertising can generate.

Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called

The primary purpose of a push strategy is to

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

One advantage of magazine advertising is that

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