1. � Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication. 2. � 3. � Pioneer promotion is most likely to be used during the ____ stage of the product life cycle. 4. � 5. � The process of putting one’s thoughts (meaning) into signs (symbols) is called 6. � 7. � During the introduction stage of the product life cycle, which type of promotion would a firm focus on? 8. � 9. � All of the following are examples of publicity-based public relations tools except 10. � 11. � Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered 12. � 13. � A consumer contest is an example of 14. � 15. � The message that a source originally encodes and the meaning a receiver ultimately decodes 16. � 17. � A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a 18. � 19. � Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is 20. � 21. � The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the 22. � 23. � An advantage of the arbitrary approach for determining the advertising appropriation is that it is 24. � 25. � The total amount of money a marketer allocates for advertising for a specific time period is the 26. � 27. � An advertising platform is the 28. � 29. � The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of 30. � 31. � Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is ____ advertising. 32. � 33. � When a company promotes its position on a public issue, this is specifically referred to as ____ advertising. 34. � 35. � An ad’s ____ is designed to attract readers’ attention and develop interest so that they will read the entire advertisement. 36. � 37. � ____ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge. 38. � 39. � Advertising that focuses on stimulating demand for a product category is called ____ advertising. 40. � 41. � During the personal selling process, a salesperson, if possible, should handle objections when 42. � 43. � The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product. 44. � 45. � The salesperson must attract and hold the prospect’s attention, stimulate interest, and spark a desire for the product during the 46. � 47. � The step of the personal selling process in which a salesperson contacts a potential customer is called 48. � 49. � A major disadvantage of personal selling is that it 50. � 51. � A temporary price reduction to resellers for purchasing specified quantities of a product is 52. � 53. � Which of the sales force compensation methods is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople? 54. � 55. � Order-getting activities are divided into two categories: 56. � 57. � Creating a favorable impression and developing rapport with prospective customers is a critical part of the ____ step of personal selling. 58. � 59. � ____ are designed to identify the customers called on and to present detailed information about interaction with those clients. 60.
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