Deck 16: Using Effective Promotions

Question 1

After adopting integrated marketing communication,Madison Furniture puts less emphasis on public relations,sales promotion,and personal selling,and concentrates on advertising designed to provide a uniform message to all markets.

Answer 1

False

Question 2

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

Answer 2

True

Question 3

Integrated marketing communication combines all the promotional tools into one comprehensive,unified promotional strategy.

Answer 3

True

Question 4

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

Question 5

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

Question 6

The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process.

Question 7

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Question 8

As a component of the promotion mix,advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

Question 9

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Question 10

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

Question 11

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

Question 12

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Question 13

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

Question 14

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Question 15

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

Question 16

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Question 17

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

Question 18

Marla has developed a new advertising message for one of her firm's new products.She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers.Finally,the ad includes a free sample coupon to encourage people to try this new product.She is attempting to create one positive,unified brand image for the new product.Marla is practicing brand communication.

Question 19

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

Question 20

Institutional advertising creates an attractive image for an organization rather than for a product.

Question 21

Advertising provides the public with free TV and radio programs.

Question 22

A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

Question 23

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

Question 24

One problem with newspaper advertisements is that they have a short life span.

Question 25

Advertising helps to cover the production costs of newspapers and magazines.

Question 26

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

Question 27

The major complaint with advertising is that it provides no real benefits to the public.

Question 28

The popularity of infomercials has declined in recent years.

Question 29

Because TV advertising is so expensive,it is less popular than in the past,it now ranks sixth in total advertising expenditures.

Question 30

Magazine advertising main strengths are high visibility,repeat exposures,and basically very low cost.

Question 31

Advertising on the Internet has become the number one medium and ranks ahead of newspapers and network television,based on total advertising expenditures.

Question 32

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Question 33

Newspapers,radio,and the Yellow

Question 34

Direct mail,broadcast and cable television,and newspapers are the top three advertising media when ranked by total expenditures.

Question 35

The number one advertising medium in terms of total dollar expenditures is newspapers.

Question 36

The purpose of institutional advertising is to create an attractive image for an organization.

Question 37

Television broadcast and cable)and direct mail are the top two advertising media when ranked by total expenditures.

Question 38

Free TV and radio broadcasting is made possible by advertising.

Question 39

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

Question 40

Direct mail is usually the best advertising medium to reach specific target markets and ranks number one in overall advertising expenditures.

Question 41

Businesses pay using product placement to have their products prominently displayed in a TV episode of Glee or a feature movie.

Question 42

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

Question 43

Mailing ads to nearby residents helps grocery stores reach their target market with information of special sales.This represents direct mail advertising.

Question 44

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

Question 45

Informing consumers about goods and services represents advertising's only benefit to society.

Question 46

Global advertising can save companies money in research and ad design.

Question 47

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

Question 48

Magazines such as People,Sports Illustrated,and Business Week pay for much of the cost of producing their publications by selling advertising space in the magazines.

Question 49

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Question 50

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

Question 51

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

Question 52

The Internet has changed the emphasis of promotion from "promoting to" customers to "working with" customers.

Question 53

The primary emphasis of advertising today is to move from regional approach in global markets to a total globalist approach.

Question 54

The Internet allows firms to listen to customers' wants,track their purchases,provide them with better service,and more access to information.

Question 55

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

Question 56

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Question 57

When it comes to reaching global markets,evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Question 58

Advertising reaches a national audience more effectively than it communicates with a local market.

Question 59

Pat's Pie Pantry generates significant word-of-mouth advertising by delighting their customers with delicious pies.Word of mouth represents the use of advertising.

Question 60

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated differently from what the marketer attempts to say.

Question 61

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

Question 62

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

Question 63

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

Question 64

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

Question 65

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Question 66

The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

Question 67

Closing the sale represents success for the salesperson and the final step in the selling process.

Question 68

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

Question 69

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

Question 70

It is important to design promotional efforts specifically for individual countries since sometimes the brand is not appealing in the targeted country.For example,a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Question 71

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

Question 72

Personal selling involves the face-to-face presentation and promotion of products.

Question 73

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

Question 74

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

Question 75

The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

Question 76

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Question 77

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.

Question 78

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems.As an effective salesperson,Anita 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.

Question 79

Persuading others to buy your product represents the only goal of effective selling.

Question 80

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