18) An ad for Atleta active 15 And for Athleta active sh i n your emple, build it one piece at a time. This ad uses the B) fantasy e woman in a complex one piece at a This ad uses the Aslio of and state "Il your body execution style lifestyle A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of medication. Which of the following message execution styles is illustrated in this example A) mood or image B) testimonial evidence personality symbol 20) Which of the following is a major step in selecting advertising media? A) planning a message strategy B) determining reach, frequency, and impact deciding on format elements 21) 21) To measure the effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference A) sales B) profit communication 22) Which of the following statements is most likely true of public relations? A) It can have the same impact on public awareness as advertising at much lower costs B) It requires participating companies to pay for media space or time. It is always handled by a third-party agency hired by the firm. 23) 23) At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with customers. Which of the following steps should upper management at Price & Wallace take to help bring the sales and marketing functions closer together? A) adopt a sales force automation system and implement team selling B) emphasize traditional methods of selling appoint a high-level marketing executive to oversee both marketing and sales 24) In the - stage of the selling process, a company first identifies qualified potential customers. A) prospecting B) approach presentation 25) 25) During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as A) presenting B) approaching qualifying 26) Before calling on a prospect, the salesperson should leam as much as possible about the organization and its buyers. This step is known as A) prospecting B) preapproach approach 27) Which of the following is especially crucial in the approach stage of the selling process? A) presenting the solution that the customer needs B) listening to the customer telling the customer about the company's products OF Athletactivewear shows w i n your temple, build it one piece at a time. This ad uses the A slice of life B) fantasy yoga pose and state your body _execution style. lifestyle 19 A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of medication. Which of the following message section styles is illustrated in this example A) mood or image B) testimonial evidence personality symbol 20) Which of the following is a major step in selecting advertising media A) planning a message strategy B) determining reach, frequency, and impact deciding on format elements 2 1) 21) To measure the effects of an ad after it has aimed the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference A) sales B) profit communication 22) Which of the following statements is most likely true of public relations? A) It can have the same impact on public awareness as advertising at much lower costs. B) It requires participating companies to pay for media space or time. It is always handled by a third-party agency hired by the firm. 23) 23) At Price & Wallace Inc., a pharmaceuticals company members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with customers. Which of the following steps should upper management at Price & Wallace take to help bring the sales and marketing functions closer together? A) adopt a sales force automation system and implement team selling B) emphasize traditional methods of selling appoint a high-level marketing executive to oversee both marketing and sales 24) In the stage of the selling process, a company first identifies qualified potential customers. A) prospecting B) approach presentation 25) During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as A) presenting B) approaching qualifying approach 26) Before calling on a prospect, the salesperson should leam as much as possible about the organization and its buyers. This step is known as _ A) prospecting B) preapproach 27) Which of the following is especially crucial in the approach stage of the selling process? A) presenting the solution that the customer needs B) listening to the customer telling the customer about the company's products
