| A | B |
|---|
| immediate feedback | Personal selling is more appropriate than mass selling when you need THIS |
| sales promotion | THESE activities try to stimulate interest, trial, or purchase by final customers or others in the channel. |
| advertising example | Aveeno pays to promote their lotion in Cosmopolitan magazine using Jennifer Anniston |
| personal selling | The primary job of sales managers in large firms that have many specialists to handle each promotion method is to manage THIS |
| publicity | It is common for advertising managers to handle THIS free mention of a company or its products in mass media |
| public relations | communication with noncustomers, including labor, public interest groups, stockholders, and the government |
| marketing | determining the blend of promotion methods for a firm is the responsibility of THIS manager |
| informing | The promotion objective that is used to educate potential customers about the product's features and benefits. |
| persuading | developing a favorable set of attitudes so customers will buy, and keep buying, a firm's product is this objective of promotion |
| persuasion | This objective of promotion should be used when there are many competitors with similar features and benefits |
| reminding | An example of using this objective of promotion is when a business calls to tell you again about something |
| AIDA | THIS is to get Attention, to hold Interest to arouse Desire and to to obtain Action |
| source | The individual who encodes a message in the communication process is also most likely to be THIS |
| encoding | The source is doing this when a company chooses what will be in its advertisement |
| noise | Texting while watching commercials would be considered THIS in the traditional communications model |
| direct-repsonse | To prompt immediate feedback from customers with specific interests, marketing managers can design an interactive ______________ promotion |
| doing a search for some earbuds that rated well | example of a "customer-initiated" communication process |
| exaggerated claims | If a product claims, among other things, to be "revolutionary," "life changing," and "transforming." it is likely to be this ethical issue |
| pulling promotion | This type of promotion would be when companies give samples directly to consumers to encourage them to purchase the product at their local retail stores. |
| pushing promtin | This type of promotion would be having the sales force call on distributors to explain a product's unique features and the ways distributors can best promote them. |
