Exam 13: Integrated Promotion Decisions

Discuss the three approaches sales managers use to evaluate and control sales performance.

Banner ads can consist of text,graphics,audio,or video,and some are even interactive.

Firms selling complex,high-tech products such as computers and pharmaceuticals are significantly more likely to rely solely on external salespeople.

_____ refer to incentives designed to stimulate the purchase or sale of a product,usually in the short term.

All of the following are examples of the promotion mix components EXCEPT:

All of the following are examples of outdoor media EXCEPT:

Activities such as training a distributor's salesforce,cooperative advertising,and providing promotional allowances including in store promotions are examples of:

_____ is a measure of the number of times on average a person or household receives an advertising measure.

Smaller consumer goods marketers who have low budgets typically use pull strategies.

The first step in designing the promotion mix is choosing the specific activities within each promotion component.

Which of the following is the best medium for enhancing the likelihood that a company website will be the first that customers find on the Web?

Briefly explain the four elements of the promotion mix.

Any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor is called:

The _____ method sets the relative promotional spending equal to the brand's market share,or larger if an attempt is being made to increase share.

Personal selling is likely to be more important than advertising when buyers have _____ information needs and the product is _____.

Discuss out-of-home,exhibition,and supplementary media.

The objective-and-task method has the advantage of forcing firms to set specific promotional objectives through careful analysis of the specific situation.

Porsche outlines the following to promote its new models: 1)Target the businessmen between the ages of 35-55,with incomes of $60,000 or more 2)Make at least 20 percent of the target audience aware of the uniqueness of Porsche's engine 3)Make the audience feel the necessity to own the new Porsche model so as to experience the unique speed and style it offers Which of the following key elements that should ideally be included in a good promotional objective is missing in this outline?

A major advantage of Internet advertising is that:

Promotional objectives serve as the basis for evaluating an advertising program once it is completed.