Interactive promotion

AutoPROS uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. What strategy is AutoPROS using?

The traditional promotion mix for a firm consists of the

A promotional campaign begins by

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called

Which of the following statements is the most accurate?

A ________ is an endorsement from a customer praising a firm's product.

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

Today's public relations departments

Compared to advertising, publicity offers the advantage of greater

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

Which of the following statements is the most accurate?

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

The primary purpose of a pull strategy is to

The goal of ________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

Tiffany recently received poor service at a local restaurant. After dinner, Tiffany made her complaints public by placing them online. What is this a form of?

________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)

At a recent baseball tournament, a local beer distributor gave free mugs to all adults with a paid admission. What is this an example of?

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's