MARK 15-18
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| show | broadcasting;narrowcasting
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| show | magazines
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| show | consumer generated messages
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| The internet, direct mail, magazines, and radio all offer advertisers... | show 🗑
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| show | Consumers become engaged in the product and consider its value in their lives.
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| show | network television
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| show | frequency
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| After determining its advertising objectives, the company's next step in developing and advertising program is to ______. | show 🗑
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| show | integrating humor and creativity into its minicampaigns
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| show | mature brands
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| What is a potential problem associated with comparative advertising? | show 🗑
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| Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales. | show 🗑
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| All of the following are important decisions during the process of developing an advertising program EXCEPT ________. | show 🗑
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| Which of the following represents the merge between advertising and entertainment? | show 🗑
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| A product in the maturity stage will often require ________ advertising. | show 🗑
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| An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. | show 🗑
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| show | suggest new uses for a product
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| show | reminder advertising
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| show | objectives
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| show | selecting advertising media
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| show | message strategy
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| show | informative
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| show | maintain customer relationships
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| Hewlett-Packard's Customer Sales Group (CSG) caused frustration among customers and salespeople. What was the primary problem with the sales force structure of CSG? | show 🗑
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| According to research, which of the following is one of the four key talents a successful salesperson must possess? | show 🗑
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| show | salespeople develop in-depth knowledge of a product line
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| Companies that use a customer sales force structure organize their salespeople by ________. | show 🗑
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| show | outside sales force
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| show | salesperson
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| show | determining price points
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| All of the following are problems associated with the poor selection of salespeople EXCEPT ________. | show 🗑
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| show | personal selling
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| show | Selling teams increase costs and are time consuming
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| show | increased customer delivery time
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| Which of the following is a potential drawback to advertising on a blog? | show 🗑
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| show | social networks
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| The growth of the Internet caused many brick-and-mortar firms to ________ in response to customer demands and a changing marketplace. | show 🗑
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| show | C2C
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