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Unformatted text preview: s and people most likely to buy
The sales presentation
The close procedure
The sales approach
When Kraft identifies the firms most likely to buy its products, it is engaging in lead generation,
KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application College Entertainers
Most colleges and universities have a campus activity board that brings entertainers and special
events to campuses. To locate and hire these entertainers, many campuses send their student
activity board members to one of the seven regional conventions or the National Association of Campus Activities (NACA) convention. More than 100 entertainers, talent agencies, and
companies that provide promotional services exhibit their products at these conventions in an area
similar to a trade show. (Conference attendees call this the Marketplace.) Approximately 20
entertainers are selected to present a short program (called a showcase) in which they demonstrate
what they would do if hired to perform on campus. Many other entertainers have videos and CDs,
which they hand out to student attendees. Only one or two members of any student group can
actually set up a contractual agreement with an entertainer or his or her agency. Other student
attendees provide input as to which entertainers best match the demographics of their institutions.
107. Refer to College Entertainers. When some of the entertainers visit campuses, they give free teeshirts to people who came to see them perform. These tee-shirts are examples of:
A premium is an extra item offered to the consumer.
KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 108. Refer to College Entertainers. The entertainers’ showcases are examples of:
Sampling is a promotional program that allows the consumer the opportunity to try a product or
KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 109. Refer to College Entertainers. The entertainers and agency representatives engage in _____ in the
all types of marketing communications
loyalty marketing programs
Personal selling is a purchase situation involving a personal, paid-for communication between
two people in an attempt to influence each other. PTS: 1
KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Application 110. Refer to College Entertainers. The student activity board members who attended a NACA
convention were approached by a talent agent who represents a group of comedians w...
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- Fall '13