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Exam 16: Using Effective Promotions

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Question 61

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Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

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Question 62

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

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Question 63

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A good public relations program recognizes that the

"You never get a second chance to make a good first impression," captures the importance of the ________ step in the selling process.

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

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

Your company has developed a new nutritious snack and you are part of the team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Viral marketing describes everything from paying people to say positive things online to schemes where consumers get commissions for directing friends to specific websites.

Protectors' Insurance wants to build strong relationships with its customers and is looking to create a more interactive approach to advertising. Which of the following represents the preferred advertising medium to achieve their goal?

Motivated by the impolite treatment he received at a department store, José shared his bad experience on Yelp. He encouraged others not to frequent that store. José's statements represent negative word of mouth.

One fact that marketers must keep in mind is that publicity can be either positive or negative.

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.

________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

According to the Adapting to Change box, companies tailor advertisements directly to you, even while you're driving along the highway.

The steps leading to a successful social media promotional campaign include

In evaluating the best advertising medium to reach a specific target market the clear choice is

Which of the following helps explain the popularity of infomercials?

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

Television programs devoted exclusively to promoting goods and services are called

Which of the following statements is most accurate?