95. (p. 442) To be effective and maintain its independence, the public relations department should avoid
establishing close relationships with the media, community leaders, and other corporate stakeholders.
96. (p. 442) Effective public relations demands a dialogue with customers so that information can be exchanged
and trust can be developed.
97. (p. 442) Successful PR departments find that listening to the public is not enough. They have to tell the public
that they are being responsive.
98. (p. 442) Public relations departments work closely with media, avoiding the time consuming effort of
interacting with individual customers.
99. (p. 442) Effective public relations requires listening to the public and developing policies that reflect the
public’s interest.
100. (p. 442) PR firms find that their services are not effective with clients with Internet business operations.
101. (p. 443) Publicity is the talking arm of public relations.
102. (p. 443) Unlike other promotional tools, publicity is free.
103. (p. 443) Compared to advertising, publicity is less believable.
104. (p. 443) Publicity can be either positive or negative.
105. (p. 443) Compared to advertising, publicity offers a firm greater control over when and how often the
message is communicated.
106. (p. 443) Publicity works only if the media find the material interesting or newsworthy.
107. (p. 442) The first step in the public relations process is to ensure that everyone in the organization understands
the firm’s position on key issues. With this information widely available, efforts can be made to persuade the
public of the firm’s virtues.
108. (p. 443) As a manager for a firm that produces a variety of recreational equipment and sporting goods, Kevin
is convinced that his firm markets the safest, highest quality equipment in the entire industry. Recent studies
from the Consumer Product Safety Commission support his position. Kevin feels that the best way to create an
image of high quality, safe products is to develop an extensive advertising campaign. Kevin realizes that
publicity lacks the credibility that advertising can generate.
109. (p. 443) Businesses always welcome publicity because it presents the name of the firm and its products to the
public for free.
110. (p. 442) 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 and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their
logging operations.
111. (p. 443) Maryland Chemical demands complete control over any message communicated to the public
regarding their products. The most efficient element of the promotion mix to achieve their desired control is
publicity.
112. (p. 443) Sales promotion involves the long-term strategies firms use to enhance their image.
113. (p. 444) Sales promotion programs can be used to generate employee enthusiasm.
114. (p. 444, figure 16.8) Coupons, contests, and sampling represent sales promotion activities.
115. (p. 444) Internal sales promotion programs are targeted to reach the firm’s internal auditors.
116. (p. 444) Internal sales promotion efforts include training for salespeople.
117. (p. 444) Internal promotion efforts target salespeople and employees that handle customer complaints.
118. (p. 444, figure 16.8) The use of coupons and sales contests represent public relations activities.
119. (p. 444) The most effective sales promotion programs target customers, rather than employees and marketing
intermediaries.
120. (p. 444-445) Trade shows represent sales promotion programs designed to create product enthusiasm in
distributors and dealers.
121. (p. 444-445) Virtual trade shows promote services rather than tangible products.
122. (p. 444) It’s just as important to generate employee enthusiasm about a product as it is to attract potential
customers.
123. (p. 445) Sampling represents a quick and effective way to demonstrate a product’s superiority at the time
when consumers are making a purchase decision.
124. (p. 444) As a salesperson for an electrical contractor, Greg is included as part of the target audience for sales
promotion from his own company.
125. (p. 445) Because customers eventually lose interest, businesses achieve the best results when they use sales
promotion activities on a limited and irregular basis.
126. (p. 444) Effective sales promotion efforts focus exclusively on external audiences such as dealers and
consumers, since they ultimately decide the fate of a product.
127. (p. 444) Sales promotion efforts aimed at distributors and dealers are intended to generate their enthusiasm for
a firm’s products.
128. (p. 445) When Pepsi introduced its FruitWorks product line during spring break in Panama City, Florida and
South Padre Island, Texas it gave out free samples and provided free rides on Pepsi trucks. Pepsi was practicing
event marketing.
129. (p. 445) Anything that encourages people to talk favorably about an organization may be effective
word-of-mouth promotion.
130. (p. 446) A number of businesses utilize a strategy that pays people to generate favorable word-of-mouth
promotion.
131. (p. 446) Viral marketing describes everything from paying people to say positive things on the Internet to
schemes where consumers get commissions for directing friends to specific websites.
132. (p. 446) The popularity of the Internet has reduced the importance of word-of-mouth promotion.
133. (p. 446) Multilevel selling schemes that reward consumers for directing other consumers to specific websites
represent an example of viral marketing.
134. (p. 446) A testimonial represents communication from a customer that praises a firm’s products.
135. (p. 446) While testimonials effectively promote products to new customers, they are not effective in reaching
existing customers.
136. (p. 446) Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth
promotion.
137. (p. 446) Any word-of-mouth promotion that puts a company’s product in the public’s attention is good
promotion.
138. (p. 446) A blog is an online diary that looks like a Web page but is easier to create.
139. (p. 446) There are over 9 million blogs on the Internet today and 40,000 new ones are being added each day.
140. (p. 447) Podcasting is a means of distributing audio and video programs but these programs can only be seen
and heard using an Apple iPod.
141. (p. 447) Podcasting enables independent producers to create self-published, syndicated “radio shows.”
142. (p. 447) The popularity of the Internet enables companies to decrease their emphasis on traditional
promotional tools such as TV advertising.
143. (p. 447) New and faster Internet technology provides more power to consumers in the exchange activity
between buyers and sellers.
144. (p. 447) Internet technology enables firms to utilize more interactive sales promotion programs.
145. (p. 448, Spotlight on Small Business box) According to the “Spotlight on Small Business” box in Chapter 16, small
businesses find that publicity in the wedding planning business is not important.
146. (p. 448) Each target group requires a separate promotion mix.
147. (p. 448) Personal selling provides the most efficient element of the promotion mix for a firm attempting to
reach a large, homogeneous group of consumers.
148. (p. 448) Large organizations are best reached through personal selling.
149. (p. 448) Sales promotion efforts are used to motivate people to buy now rather than later.
150. (p. 448-449) A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to
actively market the product.
151. (p. 448) Push strategies target consumers with sales promotion designed to create a strong demand for the
product.
152. (p. 448) The objective of a push promotional strategy is to move a product through a distribution channel by
offering incentives to wholesalers and retailers to stock and sell the merchandise.
153. (p. 449) While the Internet provides an effective medium for word-of-mouth promotion, it has been
ineffective for firms utilizing a pull or push promotion strategy.
154. (p. 449) The total systems approach to marketing attempts to develop a value package that appeals to retailers,
manufacturers, distributors, and consumers.
155. (p. 445) While word of mouth represents an effective promotional tool, the need for face-to-face
communication limits its usefulness.
156. (p. 445) Motivated by the disrespectful treatment he received at a department store, Karnell shared his bad
experience on an Internet chat room. He encouraged others to follow his lead and not patronize that store.
Karnell’s statements represent word-of-mouth promotion.
157. (p. 446) Best Pick, a home electronics superstore, knows the value of reassuring their current customers that
they made the right choice when they decided to give Best Pick their business. Testimonials would be an
effective promotional activity to confirm the purchase decisions of Best Pick’s customers.
158. (p. 446) Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa’s
agreement to share her positive experience with others on Internet chat rooms. The concert tickets Lisa receives
represent swag.
159. (p. 446) Woody’s Vitamins utilizes the Internet to market their products. Currently, they offer existing
customers a commission if they successfully direct a friend to buy from the Woody’s website. This program
represents an example of underground relationship promotions.
160. (p. 448) A recent study reveals that regardless of the product or target market, a basic promotion mix works
most efficiently.
161. (p. 448-449) Muscleup has designed a pull strategy that promotes its liquid protein drink directly to consumers
through television ads and newspaper coupons.
162. (p. 448-449) Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers. This
represents a push promotional strategy.
163. (p. 449) To have an effective promotional strategy, firms are required to choose between a push strategy and a
pull strategy.
164. (p. 449) Advertising the newest Mission Impossible movie during a Saturday Night Live episode on TV
represents a pull strategy.
165. (p. 449) The total systems approach to marketing combines a firm’s promotional efforts for the exclusive
satisfaction of consumers.
166. (p. 432) The goal of __________ is to inform and remind people in a target market about specific products,
eventually persuading them to participate in an exchange.
D. marketing loyalty
167. (p. 432) The combination of advertising, personal selling, public relations, and sales promotion activities
traditionally used by an organization represents its:
A. marketing communications system.
168. (p. 432) ________ combines all the promotional tools employed by a firm into one comprehensive and
unified promotional strategy.
D. A target coordination program
169. (p. 432, figure 16.2) A promotional campaign begins by:
D. developing a unifying message.
170. (p. 432) The traditional promotion mix for a firm consists of the:
A. strategic mix of price, product, place and advertising.
171. (p. 432) Creating a positive brand image by using all the promotional tools in a comprehensive, unified
promotional strategy is called:
A. brand awareness.
172. (p. 432) Nightbrite’s ________ relies heavily on advertising, personal selling, and a limited use of sampling.
D. transfer marketing
173. (p. 432) Massachusetts Manufacturing has redesigned its promotional strategy. The company now utilizes a
system that combines all the elements of their promotion mix to create a more responsive organization
providing a consistent message. Massachusetts Manufacturing has adopted a(n):
D. stakeholder response system.
174. (p. 432) The management of GamesPeople designed a comprehensive strategy that unifies advertising,
personal selling, public relations and sales promotion activities creating a consistent message. This effort to
promote a positive brand image represents a(n) ________ program.
175. (p. 433) _________ refers to any paid, nonpersonal communication through various media by organizations
and individuals who are in some way identified in the message.
A. Publicity
176. (p. 433) The total annual expenditures on advertising in the United States:
A. peaked last year at approximately $70 billion.
177. (p. 433, figure 16.3) Advertising to wholesalers and retailers by manufacturers to encourage them to carry their
products is called:
D. institutional advertising.
178. (p. 433, figure 16.3) When an organization uses advertising to create an attractive image for itself, this type of
advertising is called:
A. retail advertising.
179. (p. 433, figure 16.3) ________ advertising encourages wholesalers and retailers to carry the products of a specific
manufacturer.
A. Advocacy
180. (p. 433, figure 16.3) ________ advertising supports a particular view or position on an issue.
D. Trade
181. (p. 434, figure 16.4) The medium that accounts for the largest share of total advertising expenditures is:
D. newspapers.
182. (p. 434, figure 16.4) In terms of total dollars spent, the number one and two advertising media are:
D. newspapers and radio.