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Exam 16: Using Effective Promotions

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Question 61

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The use of coupons and sales contests represent internal public relations and sampling activities.

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verified

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Question 62

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To be effective and maintain its independence,the public relations department should avoid establishing close relationships with the media,community leaders,and other corporate stakeholders.

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verified

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Question 63

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Public relations departments work closely with media,avoiding the time consuming effort of interacting with individual customers.

Budliter has a new ad campaign for its product.In an effort to determine whether consumers like the ad and characters it created,Budliter is monitoring _________,or online diaries for mention of their campaign.

Coupons,contests,and sampling are examples of sales promotion activities.

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

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

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.

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

Podcasting enables independent producers to create self-published,syndicated "radio shows."

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

One way to see that publicity is handled well by the media is to:

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.

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

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

Which of the following helps explain the popularity of infomercials?

The effectiveness of magazine advertising is reduced by its:

Advertisers like online advertising because:

To generate enthusiasm about a good or service,sales promotion:

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