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During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
What is a common thread among all direct advertising strategies?
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that receives most of its business during the summer. To increase year-round sales, management wants to use direct-mail advertising. What format
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
The use of communications channels in public-relations activities is an important part of
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
The reason for using certain communications channels, such as coupons, in sales promotion is to
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
What is an example of a successful direct-response advertisement?
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part o
They intend to motivate the consumer to take action
Newsletters, annual reports, and the company's web site
generate an immediate response.
Niche catalogs
A person orders an exercise machine by telephone after viewing an infomercial.
providing information
Product placement
rebate
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