BUS 508 Chapter 13 Quiz 1. � ________ refers to paid nonpersonal communication usually targeted at large numbers of potential buyers. 2. � Many companies consider personal selling the key to marketing effectiveness. 3. � ________ is personal selling conducted by telephone, provides a firm’s marketers with a high return on their expenditures, an immediate response, and an opportunity for personalized two-way conversation. 4. � ________ is a nonpersonal stimulation of demand for a good, service, place, idea, event, person, or organization by unpaid placement of information in print or broadcast media. 5. � Online and interactive media have not changed the nature of advertising. 6. � Although both field selling and telemarketing involve this activity, ________ is most often related to retail and wholesale firms. 7. � ________ is the coordination of all promotional activities “� media advertising, direct mail, personal selling, sales promotion, and public relations “� to produce a unified, customer-focused promotional strategy. 8. � ________ is a persuasive type of promotional presentation. 9. � Manufacturers and other sellers often exhibit at ________ to promote goods or services to members of their distribution channels. 10. Marketers can choose between two general promotion strategies: 11. The goal of a ________ sales promotion is to get new and existing customers to try or buy products. 12. ________ are the most common objectives included in the strategic plans of most firms. 13. A ________ is a gift of a product distributed by mail, door to door, in a demonstration, or inside packages of another product. 14. ________ are promotional items that prominently display a firm’s name, logo, or business slogan. 15. ________ is the form of promotion in which marketers pay placement fees to have their products showcased in various media, ranging from newspapers and magazines to television and movies. 16. ________ establishes a relatively high price to develop and maintain an image of quality and exclusiveness. 17. A minor portion of U.S. advertising is information oriented. 18. The average U.S. household receives about 550 pieces of direct mail each year, including 100 catalogs. 19. ________ refers to an organization’s communications and relationships with its various public audiences. 20. A firm uses informative advertising to build initial demand for a product in the introductory phase of the product life cycle.
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