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Exam 16: Using Effective Promotions

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Question 81

Multiple Choice

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Which of the following is an advantage of magazine advertising?

A) Short exposure time
B) Ability to quickly change message
C) Superior color
D) Relatively short life

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

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Question 82

True/False

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Global advertising can save companies money in research and ad design.

A) True
B) False

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Question 83

Multiple Choice

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Which of the following helps explain the popularity of infomercials?

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.

With the increase of digital advertising, infomercials are rarely shown on television.

The major complaint with advertising is that it provides no real benefits to the public.

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about:

Pat's Pie Pantry generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

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

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

Advertising provides the public with free TV and radio programs.

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

As customers walk into Phat Pat's clothing store, they are greeted by a salesperson who asks the question, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Compared to advertising, publicity offers the advantage of greater:

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product. This represents a push promotional strategy.

Green Space is an organization concerned about preserving forests and wilderness areas. They hope to raise the public's awareness regarding this issue. Green Space can communicate their concern by utilizing advocacy advertising.

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:

The use of infomercials represents an effective use of advertising dollars.

The primary purpose of a push strategy is to: