Chapter 6 Promotional Planning

The first contact a salesperson makes with a customer

• personal selling

• approach

• demonstration

• close

The AIDA concept consists of all the following except

• attractiveness

• desire

• action

• interest

Which of the following is an advantage of advertising?

• it is free

• it works well for complex products that require an explanation

• it can be repeated many time to reinforce a message

• it results in short-term sales

The final step in the sales process is to

• close the sale

• follow up

• overcome objectives

• present the product

Sales promotions

• increase consumer demand

• strengthen brand loyalty

• influence consumer behavior

• all of the above

Product endorsements

• do not require the endorser to actually use the product

• are usually not effective with teenageers

• must state factual information

• are an inexpensive form of promotion

Which of the following is not an example of a public relaions activity?

• donating computer equipment to a high school

• advertising the opening of a new store

• sponsoring a community's summer fair

• volunteering to clean up the local park

The sales __________ should take place when the customer enters the store.

• approach

• preapproach

• close

• demonstration

Many new, small businesses rely on _______ because they do not have the funds available for other expensive forms of promotion.

• word-of-mouth promotion

• endorsements

• sales promotion

• advertising

Contacting the customer after the sale is referred to as _______.

• preapproach

• follow-up

• suggestion selling

• none of the above