Ch. 15 and 16

Product placement in television programs and movies is an example of ________.

branded entertainment

____ refers to a practice in which salespeople drop in unannounced on various offices.

cold calling

Which of the following types of advertising will most likely result in an advertising war?

comparative marketing

A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries

contest

) Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others is known as ________.

event marketing

True/False: A pulsing schedule involves scheduling ads unevenly over a given time period.

false

True/False: The first step in the selling process is pre-approach/learning about an organization and its buyers.

false

Trade shows most likely help companies to ________.

find new sale leads

Which of the following steps in the selling process is most focused on ensuring customer satisfaction and repeat business?

follow up

The number of times an average person in the target market is exposed to a message is known as the ________ of the message

frequency

Which of the following most likely requires the smallest advertising budget

mature brands

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

mobile phone

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as ________.

qualifying

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

remind

_____ is defined as analyzing, planning, implementing, and controlling sales force activities.

sales force management

__ are offers of a trial amount of a product.

samples

Which of the following is a major tool used by PR professionals

News

_______ include displays and demonstrations that take place at the point of sale.

-Point-of-purchase (POP) promotions

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called

adveritsing

1) In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

corporate identity materials

If a company​ ________, it should adopt a product sales force​ structure, in which the sales force specializes along product lines.

has numerous and complex products

A product in the maturity stage will most likely require ________ advertising

reminder

_____ consists of short-term incentives to encourage the purchase of a product or service

sales promotion

Which of the following message execution styles features a highly believable or likable source endorsing the product

tesimonal evidence