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Exam 16: Using Effective Promotions

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Question 1

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Depending upon the promotional campaign, advertising may include paid and nonpaid forms of nonpersonal communication.

A) True
B) False

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Question 2

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

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B) False

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A major responsibility of the public relations department is to:

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

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

In terms of total dollars spent, the number one and two advertising media are:

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

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

As a manager for a firm that produces a variety of recreational equipment and sporting goods, Kevin 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. Kevin feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Kevin realizes that publicity lacks the credibility that advertising can generate.

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

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Compared to other promotional tools, publicity:

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The bar code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot:

Companies can implement global marketing by developing a product and promotional strategy that:

Interactive promotion:

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

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

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

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

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.