Which of the following industries is most likely to employ combative promotional efforts?
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
combating competitive promotional offers.
facilitating reseller support.
encouraging product trial.
retaining loyal customers.
reducing sales fluctuations.
During the introduction stage of the product life cycle, which type of promotion would a firm focus on?
Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing
the coding process.
the decoding process.
the conversion process.
All of the following are examples of publicity-based public relations tools except
If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) ____ is being performed.
consumer jury test
unaided recall test
aided recall test
When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.
____ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge.
The three general types of media schedules are
pulsing, beating, and continuous.
short, medium, and long-term.
morning, afternoon, and evening.
pulsing, continuous, and flighting.
light, heavy, and alternating.
An advertising platform is the
basic issue or selling point that an advertiser wishes to include in an advertising campaign.
objective of the advertising campaign, stated in precise and measurable terms.
form in which the basic issues of the campaign should be presented.
broad objectives of the advertising campaign.
consumer advertising research conducted.
When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, the company is using the
executive decision process.
Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is ____ advertising.
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)
An evaluation performed before an advertising campaign begins is a
The last stage in the development of any advertising campaign is
creating the advertising platform.
developing the media plan.
creating the advertising message.
evaluating the effectiveness of advertising.
defining the advertising objectives.
When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called
The salesperson must attract and hold the prospect’s attention, stimulate interest, and spark a desire for the product during the
____ are designed to identify the customers called on and to present detailed information about interaction with those clients.
Customer density and distribution are important factors in
creating sales territories.
establishing sales force objectives
A missionary salesperson is usually employed by
either a retailer or a producer.
an independent intermediary
The two groups of order takers in personal selling are
current customer salespeople and new-business salespeople
missionary salespeople and trade salespeople
inside order takers and field order takers
trade salespeople and technical salespeople
advisory order takers and support order takers
Order-getting activities are divided into two categories:
missionary sales and technical sales
current-customer sales and new-business sales
order takers and trade sales
current sales and support sales
inside order sales and field order sales
Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
Developing a list of potential customers is called
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called