Promotion Essentials: Legacy Approaches

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Marketing in Today's Business Milieu
Marketing Foundations: Global, Ethical, Sustainable
Elements of Marketing Strategy, Planning, and Competition
Market Research Essentials
CRM, Big Data, and Marketing Analytics
Understand Consumer and Business Markets
Segmentation, Target Marketing, and Positioning
Product Strategy and New Product Development
Build the Brand
Service as the Core Offering
Manage Pricing Decisions
Manage Marketing Channels, Logistics, and Supply Chain
Promotion Essentials: Digital and Social Media Marketing
Promotion Essentials: Legacy Approaches

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Question 1

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Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising wearout.

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Question 2

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There are two major types of advertising: product advertising and service advertising.

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Question 3

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The goal of institutional advertising is to increase the purchase of a specific offering.

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Question 4

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Institutional advertising is a particularly smart strategy during the early phases of the product life cycle and AIDA model in that it can enhance feelings of trust in potential customers.

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Question 5

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Pioneering advertising tends to be used during the introductory and early growth stages of the product life cycle.

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Question 6

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JK motors is the leader in the automobile industry, and so it should use comparative advertising to reach its audience.

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Question 7

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Many people believe that advertising is synonymous with marketing.

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Question 8

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The lower the reach and frequency, the higher the cost of an advertising campaign will be.

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Question 9

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The way an advertisement communicates the information and image is called advertising results.

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Question 10

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Sales promotion can be aimed directly at end-user consumers, or it can be targeted to members of a channel on which a firm relies to sell products.

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Question 11

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A trade show is an industry- or company-sponsored event in which booths are set up for the dissemination of information about offerings to members of a channel.

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Question 12

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Sales promotion is a promotion mix element that provides an inducement for an end-user consumer to buy a product or for a salesperson or someone else in the channel to sell it.

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Question 13

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In a trade show, a manufacturer provides special incentive money to channel members for certain performances such as running advertisements for one of the manufacturer's brands or doing product demonstrations with potential customers.

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Question 14

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Bonus payments, prizes, trips, and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

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Question 15

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Public relations is a systematic approach to influencing attitudes, opinions, and behaviors of customers and others.

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Question 16

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Public relations is a specialized field.

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Question 17

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Salespeople and the personal selling function are the most effective approach for establishing and enhancing the personal relationship between company and customer.

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Question 18

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Trade servicers take orders from customers directly and persuade customers to buy their firm's products from distributors or other suppliers.

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Question 19

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Inbound telemarketing involves calling potential customers at their home or office.

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Question 20

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The goal of sales presentation is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.

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