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Exam 16: Using Effective Promotions

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Question 51

True/False

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Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

A) True
B) False

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Question 52

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The Wall Street Journal reported that several customers at Michael's arts & crafts stores had their bank accounts looted after using their debit cards at the retailer;British Petroleum made the headlines of just about every newspaper in the nation when an oil rig failed and oil spilled profusely into the Gulf of Mexico;on the daytime program called The View,one of the celebrity panelists commented on the mother that injected her 8-year-old daughter with Botox as "the dumbest A%$& momma I've ever seen!!" These unsolicited statements made in the media would be classified as:

A) sales promotion.
B) publicity.
C) advertising.
D) blogging.

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

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Question 53

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The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Wee Be Irish produces authentic Irish gifts and clothing.Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand.Wee Be Irish utilizes a ________ strategy:

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Which of the following statements is the most accurate?

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

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

After prospects have been identified and qualified,the next step in the selling process is _________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

In B2C sales the salesperson does not spend a great deal of their time:

Compared to effective comparative advertising,publicity is generally considered less believable.

To be successful,salespeople find that their job responsibilities extend far beyond just closing the sale.

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated differently from what the marketer attempts to say.

The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

Validation refers to the process of determining whether a potential customer has the need for a product,the authority to buy,and the willingness to listen to a sales message.

After her sales presentation,Whitney 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,Whitney is utilizing a trial close to help finalize the sale more quickly.

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

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

A review of the personal selling process indicates that selling is:

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.