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While advertising helps build market volume,sales promotion helps build long-term market value.

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Which of the following is the best example of direct-response broadcast advertising?


A) A CD offering you a trial subscription to an online music review magazine.
B) A catalog featuring children's clothing.
C) A TV infomercial for exercise equipment.
D) A telemarketing call selling investment opportunities.
E) A commercial before a movie in a theater that asks you to shop at Friedman's Furniture Store.

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What are the four most significant roles personal selling plays in IMC?

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The four roles are gathering i...

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As an IMC medium,telemarketing is the next best thing to a face-to-face,personal sales call.

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In the Moosehead Cabin Fever Rescue Promotion,beer retailers were sent an inflatable bush plane with 30-inch wingspan that appeared to be dropping a parachute that holds a Moosehead 12-pack box.Moosehead probably had to pay a(n) _____ to encourage retailers to use this rather large promotional material in their stores.


A) display allowance
B) buyback allowance
C) placement allowance
D) trade fee
E) inserting allowance

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In reality,sales promotion is only supplementary to personal selling and advertising because it makes the two activities more effective.

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What is the most costly way to communicate with prospects?

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Personal selling is the most c...

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The RFM formula can be used to determine how much of an IMC program should be devoted to direct marketing.

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The trend toward self-service retailing is decreasing the importance of P-O-P materials.

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What is another name for direct-response advertising?

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Action advertising
Feedback: T...

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A _____ strategy is primarily designed to secure the cooperation of retailers.


A) push
B) pull
C) parallel
D) cohort
E) channel

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Marmot Mountain Works sells whitewater rafting and kayaking trips,and related merchandise.Marmot Mountain Works uses the Internet as its _____ to connect its customers and prospects with the company to provide them with information on upcoming trips,new gear,and sales.


A) linkage media
B) interactive communication capability
C) indirect-response advertising device
D) interstitial
E) feedback encoding device

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The single biggest weakness of personal selling is:


A) its cost.
B) how it is viewed as an invasion of privacy.
C) its impersonal nature.
D) the slowness with which buyer-seller relationships grows.
E) database capabilities.

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The objective of personal selling in an IMC program is to:


A) create a total quality marketing (TQM) program.
B) create transactional relationships between retailers and sellers.
C) build a relationship that will provide long-term benefits to both buyers and sellers.
D) provide sellers with an inexpensive interpersonal communication approach to promoting products.
E) provide buyers with the tools needed to negotiate the best possible deals.

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What is meant by linkage media?

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Linkage media is the media tha...

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What are the two primary forms of personal selling?


A) Person-to-person and group sales
B) Impersonal sales and dealer loader
C) Rebates and contests
D) Internet and television
E) Order-taker and order-filler

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List three disadvantages of personal selling as a marketing communications tool.

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Three disadvantages of personal selling ...

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Differentiate between a push and a pull strategy.

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Push strategies are primarily designed t...

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Seamless,consistent communication,from every corner of the company,is how a firm earns a good reputation.

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List and describe the two direct-sales strategies.

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The first form is personal direct sellin...

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