Chapter%2b16%2bStudy%2bGuide

Chapter%2b16%2bStudy%2bGuide - Chapter 16 Study Guide...

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Chapter 16 Study Guide Promotion for a Competitive Advantage True/False 1 A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed, loyal to the product in question, and geographically widely scattered. 2. Advertising is any form of impersonal, one-way mass communication in which the sponsor is identified. 3. AIDA stands for Attitudes-Involvement-Decision-Action. 4. All promotions are designed to inform, persuade, or remind the target audience. 5. Sales promotion is a promotional tool generally used to stimulate long-term increases in product demand. 7. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response. 8. The goal of advertising is to change people's values. Multiple Choice 1 . _____ is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response. a.
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This note was uploaded on 04/06/2011 for the course ACCT 4050 taught by Professor Rodney during the Spring '11 term at UGA.

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Chapter%2b16%2bStudy%2bGuide - Chapter 16 Study Guide...

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