MKT 100 : Chapter 9 answers.docx

Generally, when advertising to consumers, the objective of an advertising campaign is

 

a) a push strategy- to increase demand by focusing on wholesalers, retailers or salespeople.

b) to offset sales promotion costs.

c) to maximize media planning.

d) a pull strategy- to get the product into stores by having consumers demand it.

e) to win advertising awards.

One of the advantages of personal selling over other types of marketing communications is that:

 

A) salespeople can customize their message for a specific buyer. 

B) personal selling almost always costs less than other marketing communication alternatives. 

C) personal selling has greater reach than advertising. 

D) cold calling is easier than direct mail advertising.