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Exam 16: Using Effective Promotions

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Question 121

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) A) and B)
F) None of the above

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Question 122

True/False

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Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

A) True
B) False

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Question 123

True/False

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The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

After receiving poor service from her car insurance company,Wendy made her complaints public by placing them on the Internet.This is another form of:

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.

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

Newspapers,radio,and the Yellow Pages are especially attractive to local advertisers.

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

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.

While word of mouth represents an effective promotional tool,the need for face-to-face communication limits its usefulness.

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant.He described the location in relation to campus and encouraged his students to give it a try.The professor's comments represent:

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

Direct mail,broadcast and cable television,and newspapers are the top three advertising media when ranked by total expenditures.

Integrated marketing communication combines all the promotional tools into one comprehensive,unified promotional strategy.

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

Today's public relations departments:

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Businesses pay using product placement to have their products prominently displayed in a TV episode of Glee or a feature movie.