Generally less money is spent on advertising in b2b

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53. Generally, less money is spent on advertising in B2B markets because: A. B2B marketing usually involves more personal selling. B. B2B marketing is too expensive to use advertising. C. business customers prefer coupons. D. B2B markets are too homogeneous to use advertising. E. publicity is the most effective advertising in B2B market 54. Steve is working on the message to convey in his firm's advertising campaign. As a starting point Steve will consider:
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55. When developing an advertising message, the message should focus on: 56. The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes", suggests that advertising messages need to: 57. Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n): A. unique selling proposition. B. proportional benefit communication. C. institutional advertising message. D. PSA. E. flighting ad strategy.
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58. The selling proposition communicated by advertising needs to be: 59. Walmart's "Everyday low prices" selling proposition is effective primarily because it is: 60. __________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. 61. Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create a(n) __________ appeal. A. emoti onal B. niche marketing C. informational
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D. institutional E. reminde r
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