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Exam 16: Using Effective Promotions

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Question 121

True/False

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A testimonial represents communication from a customer that praises a firm's products.

A) True
B) False

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Question 122

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Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

A) True
B) False

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Question 123

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

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

The hallmark of an effective salesperson is the ability to complete a sale as soon as the sales presentation is completed.

The total annual expenditures on advertising in the United States:

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.

Recently,Algonquin Books partnered with Barnes & Noble to offer a unique _________.If you purchase one of 12 paperback books published by Algonquin,you can choose one of 12 e-Books for $3 a much lower price than a regular e-Book) .The goal is to increase traffic in bookstores.

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

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

Mo's Movies markets DVD and Blu-Ray movies via the Internet.The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies website.This promotional program represents:

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.

An effective public relations department regularly listens to and communicates with the public.

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

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

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted an) :

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.

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

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.