Exam 13: Integrated Promotion Decisions

Sales promotion is a process of helping and persuading one or more prospects at a time to purchase a good or service or to act on any idea through the use of an oral presentation.

Which of the following is the first step in the five-step process of developing a product promotional plan?

A rate card specifies the nature and size of the audience that a medium reaches and the costs of advertising in that medium.

After tests measure the effectiveness of the total advertising effort.

Cost analysis refers to the process of monitoring sales and gross margin for each salesperson.

Sales presentations,sales meetings,and sales training and incentive programs are examples of personal selling.

How many gross rating points (GRPs)would be there in a media schedule,if an advertisement broadcasted through the schedule has a reach of 60% and the average frequency is 15?

Compared to television,radio is _____ involving and _____ expensive:

Which of the following tests measures the effects of TV commercials by using consumer panel data from families that are located in several cities?

Radio is more involving and economical than television.

It is possible to measure the proportion of potential customers who are at each stage in the hierarchy when using communication hierarchy as the basis for setting advertising objectives.

The principal tools from which a marketer can choose in developing an IMC plan are advertising,personal selling,sales promotion,and public relations.

The American Marketing Association has defined _____ as the marketing activities,other than personal selling,advertising,and publicity,that stimulate consumer purchasing and dealer effectiveness.

What are the decisions involved in planning a sales program?

_____ distribute prizes on the basis of pure chance and in many countries cannot require proof of purchase as a condition of entry.

Recall tests measure the effects of TV commercials through the use of consumer panels located in a number of small cities.

Cost per acquisition is a useful measure for web advertising that results directly in actual customer purchases.

Describe the three step process uses to design the promotion mix.

Blogging refers to the technology that provides a way for consumers to receive audio via the internet.

General Foods sends out discount coupons with the Sunday newspaper supplements.Customers can avail discounts by producing the coupons at company retail outlets.This is an example of using the _____ element in the promotion mix.