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Exam 16: Using Effective Promotions

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Question 21

True/False

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

A) True
B) False

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Question 22

Multiple Choice

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The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

A) global marketing
B) interactive promotion
C) integrated marketing communication
D) unified segmentation

E) B) and D)
F) None of the above

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Question 23

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Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n) :

Which of the following statements is most accurate?

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

While the Greedy Corporation legally harvests trees in national forests, this activity is particularly unpopular with environmentalists and tourists. The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.

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.

The approach step of the selling process attempts to:

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

MuscleUp promotes its liquid protein drink directly to consumers through television ads, infomercials, and newspaper coupons. The company is making use of a push strategy to reach their customers.

Today's public relations departments:

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers. Which of the following represents the preferred advertising medium to achieve their goal?

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Independent producers can create self-published syndicated shows using:

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to e-mail 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:

Which of the following is a B2B sales promotion activity?

Which of the following statements is the most accurate?

When an organization uses advertising to create an attractive image for itself, this type of advertising is called: