8eChap016D1 - CHAPTER 16 USING EFFECTIVE PROMOTIONAL...

CHAPTER 16
USING EFFECTIVE PROMOTIONAL TECHNIQUES
TRUE/FALSE
Learning Goal 1 Define promotion and list the four traditional tools that make up the
promotion mix.
Level of Learning 1 (Knows basic terms and facts)
16-1. 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.
LG: 1/LL: 1 Page: 432
16-2. A firm’s promotion mix refers to the combination of different promotional tools used
to persuade consumers to participate in an exchange.
LG: 1/LL: 1 Page: 432
16-3. Integrated marketing communication simplifies the marketing process by replacing
personal selling with extensive use of advertising to create a positive brand image.
LG: 1/LL: 1 Page: 432
16-4. Integrated marketing communication combines all the promotional tools into one
comprehensive, unified promotional strategy.
LG: 1/LL: 1 Page: 432
16-5. Integrated marketing communication combines each element of the promotional
effort to create a unique message for a product sold in different markets.
LG: 1/LL: 1 Page: 432
16-6. Creating a unified positive image of a company in the public’s mind is the end result
of effective integrated marketing communication.
LG: 1/LL: 1 Page: 432
16-7. Combining a firm’s promotional tools and resources to create a positive brand image
is the goal of integrated marketing communication.
LG: 1/LL: 1 Page: 432
Nickels, McHugh & McHugh, Understanding Business, Eighth Edition 1071

16-8. The promotional budget will clarify how much can be spent on advertising and
personal selling.
LG: 1/LL: 1 Page: 432; figure 16.2
16-9. The first step in creating a promotional campaign is to define the objectives for each
element of the marketing mix.
LG: 1/LL: 1 Page: 432; figure 16.2
16-10. The last step in creating a promotional campaign is to evaluate the effectiveness of
each element of the promotional mix.
LG: 1/LL: 1 Page: 432; figure 16.2
16-11. The development of a unified promotional strategy that uses each element of the
promotion mix to create a favorable brand image is the goal of a primary
promotional process.
LG: 1/LL: 1 Page: 432
Level of Learning 2 (Understands concepts and principles)
16-12. Phil’s activities as a salesperson for Marquette Publishing are part of Marquette's
promotion mix.