Exam 14: Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

Guerrilla marketing strategies can be used to achieve public relations objectives.

A ________ is a loyal customer who often works for a brand for free.

According to an axiom in marketing, the more ________ the product, the more heavily firms tend to rely on personal selling to promote it.

On a cost per contact basis, personal selling is much more expensive than national advertising.

Explain and compare the concepts of telemarketing and direct selling. Why might a consumer be more likely to buy Tupperware at a home party than the same product from a telemarketer?

Introducing new products to consumers is not an objective that falls within the responsibilities of the PR department.

Internal PR activities target a company's ________.

When the Pharmaceutical Manufacturers Association spent eight million dollars creating and placing a print campaign arguing that the most expensive drugs represent just five percent of national health care expenditures, the association was using public relations.

Yelp and TripAdvisor are both examples of ________.

What type of software do salespeople use to track all aspects of customer interaction?

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of using ________.

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

Southern Security makes safes for storing valuables. When Ed sold safes for the company, he would deal with a prospect's concerns such as the cost of the safe and then ask, "Are you ready to purchase a safe for your family, or are there other concerns that we need to discuss?" When Ed asked this question, he was ________.

Explain the follow-up step of the creative selling process.

Which of the following is the placement of messages in nontraditional media, such as signs on elevator doors or in a restaurant's restrooms?

Advertising by sampling that is designed to create buzz is called ________.

Prospecting and cold calling are interchangeable terms.

Why might a company with a small advertising budget turn to guerilla marketing?

________ in the form of logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks can be used to help a company create an identity that the public immediately recognizes.

Prospect and qualify is the step in the creative selling process in which the salesperson ________.