| A | B |
|---|
| When revising your promotional mix, look at your recent short-term decisions, previous plans, and | market research. |
| A form of advertising where the suppliers or manufacturers of goods that a business sells agree to share that business's advertising costs. | cooperative |
| Advertisements sent directly to the home. | direct mail |
| Sales promotions in the form of games. | sweepstakes |
| Revisions to the promotional plan should be consistent with other marketing objectives and | strategies. |
| Anything of value that a customer receives in addition to the good or service purchased. | premium |
| Oral presentations to one or more potential buyers with the intent of making a sale. | personal selling |
| A promotion that returns part of the purchase price to the customer. | rebate |
| Sales promotion involves the use of ____________________ to promote sales. | incentives |
| Both your preopening and ongoing plans can be organized around a(n) ____________________ of related activities. | campaign |
| Many businesses include a mix of print and ____________________ media promotions in their plans. | broadcast |
| Personal selling staff and sales training should not be included in the ____________________ budget, but are a part of the operating expenses. | promotional |
| Timing is an important factor in your ____________________ plan, because it lets people know you are opening for business. | preopening |
| Nearly all television and national magazine ads are produced by professional ____________________. | advertising agencies |
| In the United States, all businesses spend about one fourth of their advertising dollars on ____________________ ads. | newspaper |
| procedure in which a panel of consumers evaluates an ad before it runs | consumer pretests |
| companies that can handle all phases of advertising | advertising agencies |
| activities designed to create goodwill toward a business | public relations |
| the impressions that people have of a business | image |
| items such as pens, caps, and T-shirts imprinted with a company's name and used for advertising purposes | specialty items |
| standard used to compare costs | industry average |
| influencing potential customers to buy before contact is actually made | preselling |
| a series of related promotional activities with a similar theme | campaign |
