The two-step approach to direct marketing
A. uses the first effort to screen potential buyers.
B. is similar to missionary selling.
C. urges customers to make an immediate purchase.
D. is typically followed by a sweepstakes contest.
E. is commonly found in direct sales.
Answer: A
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By stating the main point of the communication at the beginning of the message, what type of organization is being used?
A) Indirect B) Outlining C) Direct D) Drafting E) Perfectionist syndrome
Which of the following statements best describes advertising as being produced through a social process?
a. Advertising is a people job where there are an infinite number of ways to be creative. b. Advertising is manual labor, where there is always only one real way to get the job done. c. Advertising is hard and problematic and therefore, there needs to be a manual to systematically organize creativity so that everyone is creative in the same way. d. All of the above
Marketers can influence consumers' evaluations by describing alternatives to products and their attributes in a certain manner, a practice known as
A. selective distortion. B. selective retention. C. selective exposure. D. bracketing. E. framing.
What is the first step in stakeholder prioritization?
a. Act as quickly as is prudent to satisfy as many stakeholders as possible. b. Analyze the nature of the issue. c. Identify and engage the set of stakeholders that are relevant to the firm. d. Prioritize among competing stakeholder interests and demands.