Ch 20 Attracting and Retaining Customers

A premium is

• a fee paid for product placement

• a level of radio and TV advertising

• one of the five Ps

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

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

• product placement

• publicity

• outdoor advertising

• all of these

Visual merchandising refers to

• giveaway merchandise that displays the companies name

• products shown in an infomercial

• how products are displayed in a store

• how products appear in internet advertising

Which of the following is not a form of media advertising?

• catalog

• web banner

• press release

• outdoor billboard

Which of the following is not one of the six key elements in promotional mix?

• personal selling

• publicity

• networking

• advertising

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

• AIDA

• AID

• AIDD

• IADA

Which of the following is not a one-on-one effort for promoting a product?

• infomercial

• telemarketing

• direct mail

• personal selling

A cover letter set with a press release is called

• direct mail letter

• promo letter

• feature letter

• pitch letter

Which of the following dose not describe one of the four promotional steps (AIDA) for getting customers?

• action

• interest

• demand

• attention

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

• network campaign

• promotional campaign

• marketing event

• promotional mix