Chapter 12 & 13 Review

What is the goal of product promotion?

• To remind

• To persuade

• To inform

• all of the above

Which element of the communication process is responsible for DELIVERING the message?

• Channel

• Sender

• Receiver

• Translation

What is the first steps for creating an advertising campaign?

• Set campaign goals

• Identify target audience

• Select the media

• Establish the metrics

Which of the following is an element of an ad?

• Customer info

• Headline

• Storefront

• Lead

What is the purpose of a tagline or slogan in an ad?

• To grab attention

• To provide information

• To summarize an essential part of the product or business

• To sell the product

What is personal selling?

• A business selling to another business

• Direct contact with a prospective customer with the objective of selling a product

• The process of making contact with people who are not expecting a sales contact

• Selling to consumers

What is feature benefit selling?

• Showing the major selling features of a product and how it benefits the customer

• The way in which a business provides services before, during, and after a purchase

• The method of making contact with people who are not expecting a sales contact

• The process of creating floor plans, displays, and fixtures to attract customer attention

What are leads in the context of sales?

• Prospects

• Suppliers

• Employees

• Salespeople

What is the first step in the sales process?

• Determine the customer's needs

• Answer questions or objections

• Present the product

• Approach the customer

Which of the following is NOT used to determine a customer's needs and wants?

• Observation

• Reading

• Listening

• Questioning