Chapter 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 P's

• 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 the above

A cover letter sent with a press release is called a

• direct mail letter

• promo letter

• feature letter

• pitch letter

Visual merchandising refers to

• giveaway merchandise that displays a company's 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 a promotional mix?

• personal selling

• publicity

• networking

• advertising

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

• action

• interest

• demand

• attention

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

• infomercial

• telemarketing

• direct mail

• personal selling

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

• networking campaign

• promotional campaign

• marketing event

• promotional mix

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

• AIDA

• AID

• AIDD

• IADA