Unit 4 Lesson 5 Management of Promotion Review

A clothing company introduces a line of fuzzy slippers printed with characters from popular computer games. The marketers decide that customers are most likely to buy if they discover the item in stores when shopping for gifts. Which type of promotion will best contribute to meeting sales goals?

• Push strategy

• Pull strategy

• Social media

• Public relations

Which promotion method specifically aims to persuade a large group of customers to buy more of a product?

• Social media

• Sales promotion

• Public relations

• Personal selling

What does it mean for a marketer to use an integrated promotional strategy?

• Promoting products to end users, so they will persuade resellers to carry the products

• Promoting products to wholesalers and retailers, so they will in turn promote to consumers

• Developing a promotional mix in which all methods work together toward a shared purpose

• Measuring success in terms of number of people who receive a message, customers' attitudes, and sales volume

Which of the following statements is a benefit of including advertising as part of the promotional mix?

• Advertising messages are more personal than other forms of promotion.

• Consumers place great trust in a producer's words about its own products.

• Advertising provides an opportunity for two-way communication.

• Marketers have great control over the message.

A marketer of automobiles wants to introduce a new model using a message that combines visuals, music, words, and action. Which category of advertising media will best meet this marketer's goals?

• Television

• Magazines

• Radio

• Outdoor

Which of the following techniques will help the writer of an advertisement inspire desire for a product?

• Using loud sounds

• Emphasizing benefits

• Matching the target market's language

• Asking the audience to do something

Marketers for a chain of office supply stores notice that sales of notebooks, pens, and other supplies used by students jump every August as families prepare for school. How should this observation affect the schedule of ads for these products?

• They should expose audiences to three ads for these products in August.

• They should not bother advertising these products in August.

• They should advertise these products more heavily in August.

• They should not let the temporary spike in sales affect their planning.

Marketers of snack foods decide to create humorous videos about their products to post on a video-sharing website so consumers can easily share the messages with their friends. What is the main advantage of this promotional method?

• This puts the message under control of the media, so the message is more trusted.

• Marketers have more control over this kind of message than they would with advertisements.

• This is the only method that can deliver messages that include visuals, sound, and motion.

• Consumers will pay more attention to media shared by friends than to ads on television.

To get customers to try a new kind of sausage, marketers visit stores and set up tables where customers can taste the sausage being cooked and pick up a flier offering them 50 cents off the regular price. Which sales promotion techniques are being used?

• Display, samples, and coupons

• Display only

• Display, premiums, and samples

• Samples and premiums

A company using public relations sends information to media outlets such as newspapers and radio stations. Who decides what information about the company the outlets will publish?

• The marketer

• The media outlets

• The publicity agency

• The audience for the media outlets