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Exam 16: Using Effective Promotions

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Question 141

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One problem with newspaper advertisements is that they have a short life span.

A) True
B) False

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Question 142

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________ advertising supports a particular view or position on an issue.

A) Advocacy
B) Institutional
C) Comparison
D) Trade

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

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Question 143

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In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?

Podcasting enables independent producers to create self-published,syndicated "radio shows."

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:

The approach step of the selling process attempts to:

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers,instead of a monologue type approach.

The B2C selling process has fewer steps than the B2B selling process.

While the Greedy Corporation legally harvests trees in national forests,this activity is particularly unpopular with environmentalists and tourists.The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.

Public relations departments work closely with media,avoiding the time consuming effort of interacting with individual customers.

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Which of the following is a major strength of direct mail advertising?

CarGo uses its Web page to target car parts stores and car owners and tell them of the benefits of using their long lasting spark plugs.CarGo apparently uses the Internet:

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

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

After completing his sales presentation,Jerald's client expressed her concerns and questioned some of the details of the sales proposal.An effective salesperson would:

A firm's promotion mix consists of its pricing and distribution strategies.

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

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a: