Entrepreneurship: Chapter 20

Question 1

Activities aimed at creating goodwill toward a product or company are called ________.

Accepted Answer

public relations

Question 2

A channel partnership involves partnering with another manufacturer who will sell your product.

Accepted Answer

True

Question 3

Which of the following is not one of the six key elements in a promotional mix?

Accepted Answer

networking

Question 4

A newsgroup is a form of electronic networking.

Accepted Answer

True

Question 5

Which of the following is not a one-on-one effort for promoting a product?

Accepted Answer

infomercial

Question 6

Catalogs and sales letters are examples of ________, a form of print advertising.

Accepted Answer

direct mail

Question 7

Which does not describe one of the four promotional steps (AIDA) for getting customers?

Accepted Answer

demand

Question 8

An electronic ad that encourages Internet users to go to a specific company's website ___.

Accepted Answer

web banner

Question 9

A Web banner is free advertising that appears on the Internet.

Accepted Answer

False

Question 10

Product placement means a company pays to have a product displayed during a movie or TV show.

Accepted Answer

True

Question 11

A newsgroup is a form of electronic networking.

Accepted Answer

True

Question 12

A form of promotion for which a company does not pay is ________.

Accepted Answer

Publicity

Question 13

Which of the following is not a form of media advertising?

Accepted Answer

press release

Question 14

Product placement means a company pays to have a product displayed during a movie or TV show.

Accepted Answer

True

Question 15

Networking is a promotional message paid for by an identified company.

Accepted Answer

False

Question 16

Most companies rely on ________ sales from loyal customers to stay profitable.

Accepted Answer

repeat

Question 17

A press release can be used by a reporter to create a news article or feature story.

Accepted Answer

True

Question 18

A premium is

Accepted Answer

a free gift with a company's name printed on it

Question 19

Using artistic displays to attract customers into a store is called visual ________.

Accepted Answer

merchandising

Question 20

A written statement that contains news about a company sent to the media is called a(n) ______.

Accepted Answer

press release

Question 21

The communication model used by companies to plan, create, and manage product promotion is

Accepted Answer

AIDA

Question 22

Direct efforts made by a company's sales reps to get sales are called ________ selling.

Accepted Answer

personal

Question 23

A group of specific promotional activities built around a theme or goal is called a

Accepted Answer

marketing event

Question 24

A contest that creates excitement about a product is a form of

Accepted Answer

publicity

Question 25

A cover letter sent with a press release is called a

Accepted Answer

pitch letter

Question 26

Visual merchandising refers to

Accepted Answer

how products are displayed in a store

Question 27

Promoting products or services over the phone is called networking.

Accepted Answer

False

Question 28

When introducing a new product, the first step is to get the ________ of potential customers.

Accepted Answer

attention

Question 29

Product demonstrations on TV that typically last from 30 minutes to an hour are called _______.

Accepted Answer

infomercials

Question 30

A pitch letter is a form of direct mail that is used to sell a product.

Accepted Answer

False

Entrepreneurship: Chapter 20

Questions 30

Entrepreneurship: Chapter 20

Questions 30