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.
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