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Exam 16: Using Effective Promotions

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Question 41

True/False

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

A) True
B) False

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Question 42

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Which of the following is a B2B sales promotion activity?

A) Contests
B) Advertising
C) Vending sales
D) Conventions

E) C) and D)
F) A) and B)

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Question 43

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

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

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

Which of the following represents the primary purpose of a firm using institutional advertising?

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

Advertisers like online advertising because:

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

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

Companies can implement global marketing by developing a product and promotional strategy that:

Even though advances in mobile media present some interesting opportunities,marketers expect that traditional promotions such as TV advertising will dominate promotional efforts over the long term.

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.

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

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.

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues.With this information widely available,efforts can be made to persuade the public of the firm's virtues.

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

Maryland Chemical demands complete control over any message communicated to the public regarding their products.The most efficient element of the promotion mix to achieve their desired control is publicity.

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

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.