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Exam 16: Using Effective Promotions

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Question 121

Multiple Choice

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Which of the following statements is the most accurate?

A) Advertising helps pay for production costs of newspapers and magazines.
B) Word of mouth is the most effective form of advertising.
C) Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products.
D) Consumers don't remember good advertisements.

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

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Question 122

True/False

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According to the Adapting to Change box, companies tailor advertisements directly to you, even while you're driving along the highway.

A) True
B) False

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Question 123

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

Newspapers, radio, and directories are usually attractive to local advertisers.

Steve is a salesperson for a firm that markets products in a B2B market. His wife, Fran, is a salesperson for a retail store selling top-quality electronics goods. While Steve is likely to be successful using follow-up after the sale, Fran should avoid this approach.

Pie Oh My generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.

Television and direct mail are the top two advertising media when ranked by total expenditures.

In evaluating the best advertising medium to reach a specific target market the clear choice is

Personal selling provides the most efficient element of the promotion mix for a firm attempting to create a good impression among a large group of consumers.

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

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

According to the Connecting Through Social Media box, production companies needed to change how they measure the popularity of a television program, since we don't necessarily tune in at a specific time. Now, companies track Twitter and Facebook buzz to analyze ratings.

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as

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

Magazines such as People, Sports Illustrated, and Bloomberg Businessweek pay for much of the cost of producing their publications by selling advertising space in the magazines.

To execute an effective promotional strategy, firms are required to choose between a push strategy and a pull strategy.

Since personal selling involves face-to-face contact with customers, salespeople make little if any use of technology in performing their jobs.

Personal selling involves more than presenting the product and closing the deal. Other activities include the search for new prospects and follow-up services after the sale.

After her sales presentation, Cheryl asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Cheryl is utilizing a trial close to help finalize the sale more quickly.

Which of the following is a consumer sales promotion activity?