Deck 16: Using Effective Promotions

Question 1

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

Answer 1

False
Explanation:A promotion mix includes advertising, personal selling, public relations, and sales promotion.

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

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

Answer 3

True

Question 4

Caroline 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. Caroline is practicing brand communication.

Question 5

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

Question 6

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

Question 7

Comfy Corners Furniture has adopted integrated marketing communication. Comfy Corners Furniture now 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 8

Dominic is a salesperson for Partners Publishing. His activities are part of Partners' promotion mix.

Question 9

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

Question 10

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 11

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

Question 12

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

Question 13

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

Question 14

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 15

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

Question 16

Advocacy advertising is advertising that supports a particular view of an issue such as nuclear power.

Question 17

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

Question 18

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

Question 19

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

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

Advertising covers the major production costs of television and radio programs.

Question 22

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

Question 23

With the increase of digital advertising, infomercials are rarely shown on television.

Question 24

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

Question 25

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

Question 26

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

Question 27

Free television and radio programming is made possible by advertising.

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

Newspapers, radio, and directories are usually attractive to local advertisers.

Question 35

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

Question 36

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

Question 37

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

Question 38

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 39

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

Question 40

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

Question 41

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

Question 42

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

Question 43

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

Question 44

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

Question 45

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

Question 46

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 47

As mentioned in the Reaching Beyond Our Borders box, though Kraft Foods knows that there are varying tastes around the world, they only sell their original Oreos worldwide.

Question 48

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

Question 49

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 50

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

Question 51

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

Question 52

It is important to design promotional efforts specifically for individual countries or cultures, and also with great care-at risk of a brand not appealing to the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Question 53

Technology has changed the emphasis of promotion from promoting to customers to working with customers.

Question 54

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

Question 55

According to the Connecting Through Social Media box, production companies needed to change how they measure the popularity of a television program, since we don't necessarily tune in at a specific time. Now, companies track Twitter and Facebook buzz to analyze ratings.

Question 56

Pie Oh My generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.

Question 57

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

Question 58

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

Question 59

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated into a local language differently from what the marketer has attempted to say.

Question 60

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

Question 61

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

Question 62

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 63

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

Question 64

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

Question 65

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

Question 66

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 67

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 68

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

Question 69

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

Question 70

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 71

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 72

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

Question 73

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

Question 74

Nicola is a salesperson at one of Epic Electronics' retail stores. As an effective salesperson, Nicola 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 75

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

Question 76

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

Question 77

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

Question 78

Businesses pay for product placement to have their products displayed in a television episode of Empire or a feature movie.

Question 79

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

Question 80

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