Ch. 17 Promotional Planning

Question 1

A strategy to sell by informing, persuading, and reminding customers of the availability or superiority of a firm’s products or services.

Answer 1

advertising

Question 2

A word, phrase, or image that a user may click on to go to another part of a document or website or to a new document or website.

Answer 2

hyperlink

Question 3

A presentation designed to make potential customers aware of a specific product or service and create a desire for it.

Answer 3

product advertising

Question 4

A presentation of information about a particular firm, designed to enhance the firm’s image in order to make its product advertising more credible and effective.

Answer 4

Institutional advertising

Question 5

An inclusive term for any promotional technique other than personal selling and advertising that stimulates the purchase of a particular product or service.

Answer 5

sales promotion

Question 6

A systematic process of continually looking for new customers.

Answer 6

prospecting

Question 7

A promotional strategy that provides visibility for a business at little or no cost.

Answer 7

publicity