Chapter 20-Attracting and Retaining Customers

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A premium is

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a free gift with a company's name printed on it

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A contest that creates excitement about a product is a form of

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publicity

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A cover letter sent with a press release is called a

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pitch letter

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Visual merchandising refers to

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how products are displayed in a store

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Which of the following is not a form of media advertising? catalog, web banner, press release, outdoor billboard

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press release

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Which of the following is not one of the six key elements in a promotional mix? personal selling, publicity, networking, advertising

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networking

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Which of the following does not describe one of the four promotional steps (AIDA) for getting customers? action, interest, demand, attention

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demand

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Which of the following is not a one-on-one effort for promoting a product?
telemarketing,
direct mail,
personal selling

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infomercial

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A group of specific promotional activities built around a theme or goal is called a

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promotional campaign

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The communication model used by companies to plan, create, and manage product promotion is

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AIDA