Study Guide MKTG 436.02 - Exam #3 – May 17, 2010 – Spring 2011 The exam has about 30 questions, covering only chapters 11, 12, 13 and some guest speakers. Please plan to bring a Zeus test form. What consists of four components (advertising, sales promotion, publicity, and personal selling), as a means to bring traffic into their stores? What is paid, nonpersonal communication through various media with the intent of informing and/or persuading members of a particular audience? What is non-paid-for communications of information about the company or product, which is normally not controlled by the retailer? The _____ is the geographic area from which retailers draw most of their customers and the area retailers are able to serve customers, in terms of convenience and accessibility better than the competition. Retailers using institutional advertising generally seek to establish what two major long-term promotion objectives? Steps in developing the retail advertising campaign?
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