Exam 14: Promotion Essentials: Legacy Approaches

________ is a distinct advantage that personal selling offers over other marketing communications methods.

________ is one of the four characteristics of a great sales presentation.

________ is a two-way communication process with the goal of securing, building, and maintaining long-term relationships with profitable customers.

________ refer to a price reduction for purchase of a specific product during a specific time period.

One of five principal goals for a sales presentation is to ________.

________ measures the average number of times a person in a target market is exposed to the message.

Public relations is a specialized field.

The lower the reach and frequency, the higher the cost of an advertising campaign will be.

An advertisement showing tiny aliens blasting cavities in a person's mouth is an example of the ________ approach to advertising execution.

JK motors is the leader in the automobile industry, and so it should use comparative advertising to reach its audience.

The goal of ________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.

The primary advantage of a market organization is that individual salespeople can develop familiarity with the technical attributes, applications, and most effective selling methods associated with a single product.

Which of the following is a distinct advantage of personal selling over the other marketing communication methods?

The way an advertisement communicates the information and image is called advertising results.

In a trade show, a manufacturer provides special incentive money to channel members for certain performances such as running advertisements for one of the manufacturer's brands or doing product demonstrations with potential customers.

The main difference between B2C and B2B markets is ________.

A problem with advertising is that beyond a certain ad spending level, diminishing returns tend to set in. That is, market share stops growing-or even begins to decline-despite continued spending. This is known as ________.

The disadvantage of geographic sales orientation is ________.

Many people believe that advertising is synonymous with marketing.

Apple ran a series of humorous television ads in which two guys stood side by side while slinging barbs back and forth about features of the Mac versus the PC. This is an example of ________ advertising.