Reference no: EM132265589
1. With respect to advertising media choices:
- newspapers are the best for reaching specific socioeconomic groups.
- magazines allow sellers to reach small, prestige markets.
- direct mail is hard to control and difficult to get to selected target markets.
- radio makes changing messages quite difficult.
2. Which is NOT true about public relations?
- With the growth of the Internet, PR is quickly losing its impact.
- Consumers have become increasing skeptical of marketing claims made in conventional media.
- Media coverage generated by PR is seen as more credible than paid advertising.
- PR has become increasingly important as costs of other forms of marketing communications continue to increase.
3. The advantages of advertising over personal selling include:
- lower cost to expose a thousand prospects to the message.
- greater opportunity to tailor the message to the interested prospect.
- easier to keep the consumer from “tuning out” the message.
- more freedom to try persuasive techniques on the prospect.
4. With regard to the personal selling process:
- the approach is correctly illustrated by this introduction: “Hey, baby, that’s a sexy dress you’re wearing.”
- closing a sale should be attempted only after all the customer’s questions and objections have been handled satisfactorily.
- the sales presentation step is relatively unimportant when selling complicated, expensive products.
- the follow-up step is particularly important in the selling of complex products in competitive markets.