According to Len Berry, great service companies measure service providers' performance, even though they do not reward their excellence.
Indicate whether the statement is true or false
Question 2Below-the-line promotion is also referred to as .
a. big data
b. calculated media
c. unmeasured media
d. above-the-line promotion
Question 3In the 17th century, printed advertisements were published in the newsbooks.
a. True
b. False
Indicate whether the statement is true or false
Question 4Service recovery cannot reduce the incidence of bungled moments of truth even if the information regarding customers' dissatisfaction is put to good use.
Indicate whether the statement is true or false
Question 5In advertising, which of the following acts as a primary barrier for small companies?
a. They do not have access to digital and social media to create buzz marketing.
b. They use below-the-line promotions instead of above-the-line promotions.
c. They do not have enough money for advertising at national or international levels.
d. The goods and services they offer do not require marketing.
Question 6Media vehiclestelevision networks, radio stations, newspapers, magazines, and websitesexist so they can sell
audiences and make money.
a. True
b. False
Indicate whether the statement is true or false
Question 7To be successful in overcoming customer dissatisfaction, all five steps of the service recovery process should be performed whenever a service failure occurs.
Indicate whether the statement is true or false
Question 8Media buyers evaluate the audience reach, CPM, and timing of each buy.
a. True
b. False
Indicate whether the statement is true or false
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