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BUSML 3250 Ch15 Final Exam Questions with Complete Answers
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BUSML 3250 Ch15 Final Exam Questions with Complete Answers
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BUSML 3250 Ch15 Final Exam Questionswith Complete Answers
Chapter 15
What is advertising? - Answer-is any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified sponsor
any form of non-personal communication paid for by an identified source used to
persuade, inform, or remind an audience
exposure - Answer-we have the possibility of noticing the information
attention - Answer-the information has actually been recorded in some way; you notice
the information
informative advertising - Answer-used heavily when introducing a new product category;
the objective is to build primary demand.
Persuasive advertising - Answer-is important with increased competition to build
selective demand (beginning in growth stage)
Reminder advertising - Answer-is important with mature products to help maintain
customer relationships and keep customers thinking about the product; also important
for seasonal products.
Social marketing - Answer-application of marketing principles to social issue to bring
about behavioral and attitudinal change among general public or specific segment
public service advertising (psa) - Answer-focus on public welfare and betterment of
society
Setting advertising budget and strategy - Answer-affordable method, percentage of
sales method, competitive parity method, objective and task method
Rational Appeal - Answer-relates to the audience's self-interest
-stress things like quality, economy, value, performance
Emotional appeal - Answer-is an attempt to stir up positive or negative emotions to
motivate a purchase
Moral appeal - Answer-is directed at the audience's sense of right and proper
Ethical and legal concerns with respect to advertising - Answer-Slide 84
, What is public relations? - Answer-building good relations with the company's various
publics by obtaining favorable publicity, building up a good corporate image, and
handling or heading off unfavorable rumors stories and events.
Puffery - Answer-legal exaggeration of praise (stopping just short of deception)
Press relations or press agency - Answer-involves the creation and placing of
newsworthy information to attract attention to a person, product, or service.
Product publicity - Answer-involves publicizing specific products
Public affairs - Answer-involves building and maintaining national or local community
relations
Investor relations - Answer-involves maintaining relationships with shareholders and
others in the financial comminity
Development - Answer-involves public relations with donors or members of nonprofit
organizations to gain financial or volunteer supports
Lobbying - Answer-involves building and maintaining relations with legislators and
government officials to influence legislation and regulation
Chapter 16/17 - Answer-
What is personal selling? - Answer-Occurs when a company representative contacts a
prospect directly regarding a product.
involves a two-way flow of communication between a buyer and seller, designed to
influence a person's or group's purchase decision.
What is sales management? - Answer-involves planning, implementing and controlling
the personal selling effort of the firm.
How can sales forces be organized? - Answer-?
What are the key considerations when hiring, training, and supervising salespeople? -
Answer-?
Know the steps in the personal selling process - Answer-1. Prospecting and qualifying
2. Preapproach
3. Approach
4. Presentation and demonstration
5. Handling objections
6. Closing
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