Choose two of the four tools of the promotional mix and use them as column headings in the table that follows. Then fill in the rest of the table by using the characteristics listed in the left column to describe the two tools.
PROMOTION TOOL: Direct or indirect communication? Impersonal or personal? Amount of feedback? Speed of feedback? Content control? Sponsor identified? Speed in reaching large audience?
What will be an ideal response?
See Exhibit 14.3.
| PROMOTION TOOL: | ADVERTISING | PUBLIC RELATIONS |
Direct or indirect communication? | Indirect | Usually indirect |
Impersonal or personal? | Impersonal | Impersonal |
Amount of feedback? | Little | Little |
Speed of feedback? | Delayed | Delayed |
Content control? | Yes | No |
Sponsor identified? | Yes | No |
Speed in reaching large audience? | Fast | Usually fast |
PROMOTION TOOL: | PERSONAL SELLING | SALES PROMOTION |
Direct or indirect communication? | Direct | Usually indirect |
Impersonal or personal? | Personal | Impersonal |
Amount of feedback? | Much | Little/moderate |
Speed of feedback? | Immediate | Varies |
Content control? | Yes | Yes |
Sponsor identified? | Yes | Yes |
Speed in reaching large audience? | Slow | Fast |
You might also like to view...
Renee is risk manager of XYZ Company. She purchased a Commercial Package Policy for her company and added one optional coverage
This option suspends the coinsurance clause and substitutes a new agreement covering any loss in the same proportion that the limit of insurance purchased bears to a value specified in the declarations. This provision is known as A) waiver of inventory coverage. B) inflation guard coverage. C) agreed value coverage. D) replacement cost coverage.
Which of the following is NOT part of the Financial Account of the BOP?
A) net foreign direct investment B) net import/export of services C) net portfolio investment D) other Financial items
Which of the following statements about aerial advertising is true?
A. It is expensive in absolute terms. B. It can be used to reach specific target markets. C. It is generally used inside stores and small supermarkets. D. It is seldom used by local advertisers. E. It is illegal at sporting events.
Hours of operation are assumed in commercial leases
Indicate whether the statement is true or false