Question 1

___________ encourages people to tell other people about goods or services they have enjoyed.

Accepted Answer

A)  Personal selling
B)  Publicity
C)  A trade show
D)  Word-of-mouth promotionE) All of the above
F) B) and D)

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Maryland Chemical demands complete control over any message communicated to the public regarding their products.The most efficient element of the promotion mix to achieve their desired control is publicity.

Accepted Answer

A) True 
 B)False

Question 6

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Accepted Answer

A)  processing the customer's order.
B)  closing the sale,by asking the customer to make a commitment.
C)  answering customer questions and dealing with objections.
D)  setting an appointment for the customer to meet with her boss.E) A) and D)
F) A) and C)

Question 7

A promotional campaign begins by:

Accepted Answer

A)  identifying a target market.
B)  defining the objectives for each element of the promotion mix.
C)  determining a promotional budget.
D)  developing a unifying message.E) C) and D)
F) B) and D)

Question 8

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

Accepted Answer

A)  Interactive promotion
B)  Product placement
C)  Brand association
D)  Market recognitionE) B) and D)
F) B) and C)

Question 9

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

Accepted Answer

A)  public relations.
B)  institutional advertising.
C)  secondary advertising.
D)  interactive marketing.E) None of the above
F) B) and C)

Question 10

Independent producers can create self-published syndicated "radio shows" using:

Accepted Answer

A)  webcasting.
B)  email.
C)  podcasting.
D)  electronic production.E) A) and D)
F) A) and C)

Question 11

________ refers to the face-to-face presentation and promotion of goods and services.This also includes searching for prospects and providing follow-up services.

Accepted Answer

A)  Word-of-mouth promotion
B)  Personal selling
C)  Public relations
D)  Internal marketingE) A) and B)
F) A) and C)

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

Accepted Answer

A)  pull strategy.
B)  segmentation strategy.
C)  push strategy.
D)  product placement strategy.E) A) and B)
F) All of the above

Question 16

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Accepted Answer

A)  push
B)  pull
C)  product placement
D)  word-of-mouthE) B) and C)
F) C) and D)

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

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.

Correct AnswerverifiedShow Answer

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Correct AnswerverifiedShow Answer

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Correct AnswerverifiedShow Answer

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

Correct AnswerverifiedShow Answer

________ refers to the face-to-face presentation and promotion of goods and services.This also includes searching for prospects and providing follow-up services.

Correct AnswerverifiedShow Answer

A promotional campaign begins by:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

___________ encourages people to tell other people about goods or services they have enjoyed.

Correct AnswerverifiedShow Answer

Maryland Chemical demands complete control over any message communicated to the public regarding their products.The most efficient element of the promotion mix to achieve their desired control is publicity.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

Correct AnswerverifiedShow Answer

Independent producers can create self-published syndicated "radio shows" using:

Correct AnswerverifiedShow Answer

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Correct AnswerverifiedShow Answer

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

Correct AnswerverifiedShow Answer

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