_____________ is an attractive tool for informing or persuading customers about complex or expensive services.
Fill in the blank(s) with correct word
Question 2Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up garden club members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male. Gretta's Garden also consults with a media outlet about advertising its products. The salesperson with this firm explains that considering the growing/planting season, they will need to decide soon, because ads must be submitted at least 60 days before they run, and the ad material cannot be changed after the submission. Which media type is the salesperson most likely talking about?
a. Television
b. Radio
c. Newspaper
d. Magazine
Question 3The Telephone Consumer Fraud and Abuse Prevention Act of the mid-1990s:
a. required telemarketers to maintain a list of customers who do not want to be called.
b. banned recorded messages and robocalls.
c. restricted telemarketers from calling customers more than twice a month.
d. allowed the use of robocalls that contain recorded messages.
Question 4____________ are particularly well suited to stimulating short-run demand for a service with excess capacity.
Fill in the blank(s) with correct word
Question 5Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up garden club members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male. After placing the first few simple ads in the local paper, Gretta's Garden realizes that it need to offer customers special offers to help them earn better loyalty. It decides to offer some discount coupons in the Sunday newspaper. What kind of advertising is this?
a. A co-op advertisement
b. A classified advertisement
c. A display advertisement
d. A free-standing insert advertisement
Question 6Marketers have to be particularly cautious about using this area.
a. coupons
b. telemarketing
c. premiums
d. trade allowancesas a form of promotion, because fraud abounds in
Question 7_________ can reach large audiences quickly and provide them with valuable information, persuasive arguments, forceful reminders, and an enhanced service image.
Fill in the blank(s) with correct word
Question 8Considering the slow economy and the new focus on simple home decor, a greenhouse named Gretta's Garden, located in a central business district, decides to sign up garden club members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures and hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped courtyard. Gretta's Garden has conducted market research and found that most customers live no more than three miles away, are in blue-collar as well as white-collar jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is not strongly female, as one might expect, but is about 40 percent male. Gretta's Garden plans to use a particular type of advertising to announce a new additionthe full line from Holland Hothouse, a grower of award-winning tulip bulbs and rose bushes. Gretta's Garden plans to advertise about the new addition in the local newspaper and Holland will be paying 20 percent of the media bill. What type of advertising is Gretta's Garden considering?
a. Crowdsourcing
b. Social network ads
c. Infomercials
d. Co-op ads
Question 9__________ is an insidious version of spam where Web users are enticed into entering personal information on a fake website that is forged to look like it is from a bank, the IRS, or other organizations.
a. Puffery
b. Appropriation
c. Blogging
d. Phishing
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