In choosing an advertising agency, Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand. What do people in the advertising industry call this process?
A) unique selling proposition presentation
B) shootout
C) creative exposure
D) creative presentation
B
You might also like to view...
Amortized premium is computed annually when a bond is issued for other than its face value. For a bond issued at a premium, how will this component change as the bond approaches maturity?
a. decrease b. increase c. remain constant d. not enough information given to decide
"Adapting to the other party's approach" is best used by parties with
A. low familiarity. B. no familiarity. C. moderate familiarity. D. high familiarity.
A mature, financially healthy company typically has a cash flow from operations to total liabilities ratio of
a. 5% or more. b. 20% or more. c. 45% or more. d. 70% or more. e. 90% or more.
Sales territories are a disadvantage for some firms in all of the following cases EXCEPT when:
A. salespeople are more motivated if they are not restricted by territorial boundaries. B. the company is too small to be concerned about segmenting the market into sales areas. C. management lacks the knowledge, time, and interest to develop and establish sales territories. D. personal friendships are the basis for attracting customers. E. sales performance is difficult to monitor and evaluate.