Deck 16: Using Effective Promotions

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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

Question 5

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 6

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

Question 7

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 8

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

Question 9

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.

Question 10

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 11

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

Question 12

Newspapers, radio, and the Yellow Pages are especially attractive to local advertisers.

Question 13

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 14

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

Question 15

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

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

Advertising provides the public with free TV and radio programs.

Question 18

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

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

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 29

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 30

Free TV and radio broadcasting is made possible by advertising.

Question 31

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

Question 32

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

Question 33

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

Question 34

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

Question 35

According to the "Thinking Green" box in Chapter 16, some marketers have found that promoting their "green" efforts can help give them a competitive advantage.

Question 36

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

Question 37

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

Question 38

The popularity of infomercials has declined in recent years.

Question 39

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

Question 40

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

Question 41

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

Question 42

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 43

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 44

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 45

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

Question 46

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

Question 47

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 48

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

Question 49

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

Question 50

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

Question 51

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

Question 52

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

Question 53

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

Question 54

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 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

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

Question 57

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

Question 58

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

Question 59

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

Question 60

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 61

As customers walk into Phat Pat's clothing store, they are greeted by a salesperson who asks the question, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Question 62

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

Question 63

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

Question 64

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Question 65

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 66

After-sale follow-up is an important but often neglected step in B2C sales. Level of Learning 1: Knowledge of key terms Nickels - Chapter 16 #76 Topic: Personal Selling: Providing Personal Attention

Question 67

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Question 68

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

Question 69

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

Question 70

After her sales presentation. Whitney asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Whitney is utilizing a trial close to help finalize the sale more quickly.

Question 71

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

Question 72

A good salesperson requires product knowledge about their firm's product and the product offered by competing firms.

Question 73

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

Question 74

Bob is a salesperson for a firm that markets products in a B2B market. His wife, Sally, is a salesperson for a retail store selling top quality electronics goods. While Bob is likely to be successful using follow up after the sale, Sally should avoid this approach.

Question 75

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

Question 76

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 77

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 78

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

Question 79

An effective public relations department regularly listens to and communicates with the public.

Question 80

Jose is a salesperson for a firm that sells and leases heavy construction equipment. This equipment is very expensive, and is highly specialized. Jose spends a great deal of time learning about potential customers' needs, then uses his knowledge of the Internet to locate exact specifications of equipment offered by all the major producers in the industry. Armed with this information, Jose is able to identify the best equipment for each job. Jose has completed the pre-approach stage of the selling process.