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Exam 16: Using Effective Promotions

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Question 121

True/False

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

A) True
B) False

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Question 122

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

A) True
B) False

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Question 123

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

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

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

Compared to advertising, publicity offers the advantage of greater

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

Advertising the newest Avengers movie during Saturday Night Live is an example of a pull strategy being used by the film's producers.

A major responsibility of the public relations department is to

The evidence supports the position that promotional efforts specifically designed for individual countries produce

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a ________ promotional strategy.

Blake's client expressed her concerns and questioned some of the details of the sales proposal once he completed his sales presentation. An effective salesperson would

The primary purpose of a pull strategy is to

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

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

After prospects have been identified and qualified, the next step in the selling process is ________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using mobile technology.

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

Starlight Movies markets its DVDs and Blu-rays online. Recently, Starlight adopted a new program that offers their current customers free rentals if they encourage their friends to visit Starlight's website. What does this promotional program represent?

________ refers to such tactics as paying people to say good things about a product online or setting up multilevel selling schemes that reward people for directing their friends to a company's website.