Test Bank for Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition by Craig Andrews, Terence Shimp ISBN 1337282650 978-1337282659

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ISBN 10: 1337282650
ISBN 13: 978-1337282659
Author:  Craig Andrews, Terence Shimp 

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today’s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

Advertising Promotion and other aspects of Integrated Marketing Communications 10th Table of contents:

Part 1. The Practice and Environment of Integrated Marketing Communications (IMC)

Chapter 1. An Overview of Integrated Marketing Communications

1-1. Introduction

1-2. Marketing Communications Objectives and Terminology

1-3. Promotional Mix Elements

1-4. The Primary Tools of Marketing Communications

1-5. The Integration of Marketing Communications

1-5a. Why Integrate?

1-5b. IMC Practices and Synergy

1-5c. Definition of IMC

1-6. Key IMC Features

1-6a. Key Feature #1: IMC Should Begin with the Customer or Prospect

1-6b. Key Feature #2: Use Any Form of Relevant Contact

1-6c. Key Feature #3: Speak with a Single Voice

1-6d. Key Feature #4: Build Relationships Rather than Engage in Flings

1-6e. Key Element #5: Don’t Lose Focus of the Ultimate Objective: Affect Behavior

1-6f. Obstacles to Implementing the Key IMC Features

1-7. The Marketing Communications Decision-Making Process

1-7a. Fundamental Marcom Decisions

1-7b. Marcom Implementation Decisions

1-7c. Marcom Outcomes

1-7d. Program Evaluation

Summary

Appendix. Some Important U.S. Trade Associations in the Marcom Field:

Discussion Questions

Chapter 2. Enhancing Brand Equity and Accountability

2-1. Introduction

2-2. Brand Equity

2-2a. A Firm-Based Perspective On Brand Equity

2-2b. Brand Equity Models

2-2c. Relationships among Brand Concepts, Brand Equity, and Brand Loyalty

2-2d. Strategies to Enhance Brand Equity

2-2e. What Benefits Result from Enhancing Brand Equity?

2-2f. Characteristics of World-Class Brands

2-3. Affecting Behavior and Achieving Marcom Accountability

2-3a. Difficulty of Measuring Marcom Effectiveness

2-3b. Assessing Effects with Marketing Mix Modeling

Summary

Discussion Questions

Chapter 3. Brand Adoption, Brand Naming, and Intellectual Property Issues

3-1. Introduction

3-2. Marcom and Brand Adoption

3-2a. Brand Characteristics That Facilitate Adoption

3-2b. Quantifying the Adoption-Influencing Characteristics

3-3. Brand Naming

3-3a. What Constitutes a Good Brand Name?

3-3b. The Brand-Naming Process

3-3c. The Role of Logos

3-4. Intellectual Property

3-4a. Patents

3-4b. Copyrights

3-4c. Trademarks

Summary

Discussion Questions

Chapter 4. Environmental, Regulatory, and Ethical Issues

4-1. Introduction

4-2. Environmental Marketing Communications

4-2a. Green Marketing Initiatives

4-2b. Social Media Campaigns

4-2c. Guidelines for Green Marketing

4-3. Regulation of Marketing Communications

4-3a. When Is Regulation Justified?

4-3b. Regulation by Federal Agencies

4-3c. False Advertising and Lanham Act Cases in Federal Court

4-3d. Regulation by State Agencies

4-3e. Advertising Self-Regulation

4-4. Ethical Issues in Marketing Communications

4-4a. The Ethics of Targeting

4-4b. Ethical Issues in Advertising

4-4c. Ethical Issues in Public Relations and Product Placement

4-4d. Ethical Issues in Packaging and Branding

4-4e. Ethical Issues in Sales Promotions

4-4f. Ethical Issues in Online and Social Media Marketing

4-4g. Fostering Ethical Marketing Communications

Summary

Discussion Questions

Part 2. Fundamental IMC Planning and Decisions

Chapter 5. Segmentation, Targeting, and Positioning

5-1. Introduction

5-2. Segments and the Market Segmentation Process

5-3. Segmentation Bases: Behavioral Segmentation

5-3a. Online Behavioral Targeting

5-3b. Privacy Concerns

5-4. Psychographic Segmentation

5-4a. Customized Psychographic Profiles

5-4b. General Purpose Psychographic Profiles

5-5. Geodemographic Segmentation

5-6. Demographic Segmentation

5-6a. The Changing Age Structure

5-6b. The Ever-Changing American Household

5-6c. Ethnic Population Developments

5-7. Market Targeting

5-8. Market Positioning in Practice: the Fundamentals

5-8a. Benefit Positioning

5-8b. Attribute Positioning

5-8c. Repositioning a Brand

5-8d. Marketing Mix Development

Summary

Discussion Questions

Chapter 6. The Communications Process and Consumer Behavior

6-1. The Communications Process

6-1a. Elements in the Communication Process

6-2. Marketing Communication and Meaning

6-2a. The Meaning of Meaning

6-2b. The Dimensions of Meaning

6-2c. Meaning Transfer: From Culture to Object to Consumer

6-2d. The Use of Figurative Language in Marketing Communications

6-3. Behavioral Foundations of Marketing Communications

6-3a. The Consumer Processing Model (CPM)

6-3b. The Hedonic, Experiential Model (HEM)

Summary

Discussion Questions

Chapter 7. The Role of Persuasion in Integrated Marketing Communications

7-1. The Nature and Role of Attitudes

7-1a. What Is an Attitude?

7-1b. Using Attitudes to Predict Behavior

7-2. Persuasion in Marketing Communications

7-2a. The Ethics of Persuasion

7-3. Tools of Influence: The Persuader’s Perspective

7-3a. Reciprocation

7-3b. Commitment and Consistency

7-3c. Social Proof

7-3d. Liking

7-3e. Authority

7-3f. Scarcity

7-4. The Influence Process: The Persuadee’s Perspective

7-4a. Message Arguments

7-4b. Peripheral Cues

7-4c. Communication Modality

7-4d. Receiver Involvement

7-4e. Receiver’s Initial Position

7-5. An Integrated Model of Persuasion

7-5a. The Central Route

7-5b. The Peripheral Route

7-5c. Dual Routes

7-6. Enhancing Consumers’ Motivation, Ability, and Opportunity to Process Advertisements

7-6a. Motivation to Attend to Messages

7-6b. Motivation to Process Messages

7-6c. Opportunity to Encode Information

7-6d. Opportunity to Reduce Processing Time

7-6e. Ability to Access Knowledge Structures

7-6f. Ability to Create Knowledge Structures

7-6g. Section Summary

7-7. The Theory of Reasoned Action (TORA)

7-7a. Attitude Change Strategies

7-8. Changing Preferences and Behavioral Modification Strategies

Summary

Discussion Questions

Chapter 8. Objective Setting and Budgeting

8-1. Introduction

8-1a. Setting Marcom Objectives

8-1b. The Hierarchy of Marcom Effects

8-1c. The Integrated Information Response Model

8-1d. Section Summary

8-1e. Requirements for Setting Suitable Marcom Objectives

8-1f. Should Marcom Objectives Be Stated in Terms of Sales?

8-2. Marcom Budgeting

8-2a. Budgeting in Theory

8-2b. Budgeting in Practice

8-2c. Section Summary

Summary

Discussion Questions

Part 3. Advertising Management and Media Choices

Chapter 9. Overview of Advertising Management

9-1. Introduction

9-2. The Magnitude of Advertising

9-2a. Advertising-to-Sales Ratios

9-2b. Advertising Effects Are Uncertain

9-3. Advertising’s Effect on the Economy

9-3a. Advertising = Market Power

9-3b. Advertising = Information

9-3c. A Synthesis

9-4. Advertising Functions

9-4a. Informing

9-4b. Influencing

9-4c. Reminding and Increasing Salience

9-4d. Adding Value

9-4e. Assisting Other Company Efforts

9-5. The Advertising Management Process

9-5a. Managing the Advertising Process: The Client Perspective

9-5b. The Role of Advertising Agencies

9-5c. Agency Compensation

9-6. Ad-Investment Considerations

9-6a. The Case for Investing in Advertising

9-6b. The Case for Disinvesting

9-6c. Which Position Is More Acceptable?

Summary

Discussion Questions

Chapter 10. Effective and Creative Ad Messages

10-1. Introduction

10-2. Suggestions for Creating Effective Advertising

10-3. Qualities of Successful Advertising

10-4. What Exactly Does Being “Creative” and “Effective” Mean?

10-4a. Creativity: The CAN Elements

10-4b. Getting Messages to “Stick”

10-4c. Illustrations of Creative and Sticky Advertising Executions

10-5. Making an Impression

10-6. Advertising Plans and Strategy

10-5a. A Five-Step Program

10-7. Constructing a Creative Brief

10-7a. Advertising Objectives

10-7b. Target Audience

10-7c. Motivations, Thoughts, and Feelings

10-7d. Brand Positioning and Personality

10-7e. Primary Outcome or “Take Away”

10-7f. Other Details and Mandatories

10-8. Means-End Chaining and Laddering

10-8a. The Nature of Values

10-8b. Which Values Are Most Relevant to Advertising?

10-8c. Advertising Applications of Means-End Chains: The MECCAS Model

10-8d. Identifying Means-End Chains: The Method of Laddering

10-8e. Practical Issues in Identifying Means-End Chains

10-9. Alternative Styles of Creative Advertising

10-9a. Generic Creative Style

10-9b. Preemptive Creative Style

10-9c. Unique Selling Proposition Creative Style

10-9d. Brand Image Creative Style

10-9e. Resonance Creative Style

10-9f. Emotional Creative Style

10-9g. Section Summary

10-10. Corporate Image and Corporate Issue Advertising

10-10a. Corporate Image Advertising

10-10b. Corporate Issue (Advocacy) Advertising

Summary

Discussion Questions

Chapter 11. Endorsers and Message Appeals in Advertising

11-1. Introduction

11-2. The Role of Celebrity Endorsers in Advertising

11-3. Source Attributes and Receiver Processing Modes

11-3a. Credibility: The Process of Internalization

11-3b. Attractiveness: The Process of Identification

11-3c. Power: The Process of Compliance

11-3d. Practical Issues in Selecting Celebrity Endorsers

11-3e. The Role of Q Scores

11-4. The Role of Humor in Advertising

11-5. Appeals to Consumer Fears

11-5a. Fear Appeal Logic

11-5b. Appropriate Intensity

11-5c. The Related Case of Appeals to Scarcity

11-6. Appeals to Consumer Guilt

11-7. The Use of Sex in Advertising

11-7a. What Role Does Sex Play in Advertising?

11-7b. The Potential Downside of Sex Appeals in Advertising

11-8. Subliminal Messages and Symbolic Embeds

11-8a. Why It Is Unlikely That Subliminal Advertising Works

11-9. The Functions of Music in Advertising

11-10. The Role of Comparative Advertising

11-10a. Is Comparative Advertising More Effective?

11-10b. Considerations Dictating the Use of Comparative Advertising

Summary

Discussion Questions

Chapter 12. Traditional Advertising Media

12-1. Introduction

12-1a. Some Preliminary Comments

12-2. Newspapers

12-2a. Buying Newspaper Space

12-2b. Newspaper Advertising’s Strengths and Limitations

12-3. Magazines

12-3a. Buying Magazine Space

12-3b. Magazine Advertising’s Strengths and Limitations

12-3c. Magazine Audience Measurement

12-3d. Using Simmons and MRI Reports

12-3e. Customized Magazines

12-4. Radio

12-4a. Buying Radio Time

12-4b. Radio Advertising’s Strengths and Limitations

12-4c. Radio Audience Measurement

12-5. Television

12-5a. Television Programming Dayparts

12-5b. Network, Spot, Syndicated, Cable, and Local Advertising

12-5c. Television Advertising’s Strengths and Limitations

12-5d. Infomercials

12-5e. Brand Placements in Television Programs

12-5f. Recent Developments in TV Advertising

12-5g. Television Audience Measurement

Summary

Discussion Questions

Chapter 13. Digital Media: Online, Mobile, and App Advertising

13-1. Introduction

13-1a. Online Advertising: Benefits and Costs

13-1b. The Online Advertising Process

13-1c. Online Advertising Formats

13-2. Search Engine Advertising

13-2a. Purchasing Keywords and Selecting Content-Oriented Websites

13-2b. Sea Problems and Suggestions

13-3. Display Advertising

13-3a. Static Banner Ads

13-3b. Click-Through Rates

13-3c. Standardization of Display Ad Sizes

13-4. Rich Media: Pop-ups, Interstitials, Superstitials, and Online Video Ads

13-4a. Online Video Ads

13-4b. Mobile Advertising and Apps

13-4c. App Advertising

13-5. Websites and Sponsored Sites

13-6. Blogs and Podcasts

13-6a. Blogs

13-6b. Podcasts

13-7. E-Mail Advertising

13-7a. Opt-in E-mailing versus Spam

13-7b. E-mail Magazines (E-zines)

13-8. Behavioral Targeting, Programmatic Advertising, and Privacy Issues

13-8a. Behavioral Targeting

13-8b. Programmatic Ads

13-8c. Consumer Privacy

13-9. Measuring Online Ad Effectiveness

13-9a. Metrics for Measuring Online Ad Performance

Summary

Discussion Questions

Chapter 14. Social Media

14-1. Introduction

14-2. Social Media Background and Landscape

14-2a. Comparisons with Traditional Media

14-3. Social Media Advantages and Disadvantages

14-4. Social Media Categories and Brands

14-5. Social Networking

14-5a. Facebook

14-5b. Twitter

14-5c. Instagram

14-5d. Snapchat

14-6. Successful Social Media Campaigns

14-6a. Common Objectives and Themes for These Successful Social Media Campaigns

14-6b. Factors That “Work” in Social Media Campaigns and Why

14-7. Organizing Social Media Efforts

14-8. How to Advertise on Social Networks

14-9. Privacy and Other Concerns

14-9a. Other Social Media Network Concerns

14-10. Measurement of Social Media Campaigns

Summary

Discussion Questions

Chapter 15. Direct Marketing, CRM, and Other Media

15-1. Introduction

15-2. Direct Marketing

15-2a. Direct Marketing’s Phenomenal Growth

15-3. Direct-Response Advertising

15-4. Direct Mail

15-4a. Illustrations of Successful Direct-Mail Campaigns

15-4b. Direct Mail’s Distinctive Features

15-4c. Who Uses Direct Mail and What Functions Does It Accomplish?

15-4d. The Special Case of Catalogs and Video Media

15-4e. CRM and the Use of Databases

15-5. Outbound And Inbound Telemarketing

15-5a. Outbound Telemarketing

15-5b. Inbound Telemarketing

15-5c. Major Telemarketing Regulation

15-6. Other Media

15-7. Brand Placements

15-7a. Brand Placements in Movies

15-7b. Brand Placements in TV Programs

15-8. Yellow-Pages Advertising

15-9. Video-Game Advertising

15-9a. Measuring Video-Game Audiences

15-10. Cinema Advertising

15-11. Alternative Advertising Media

Summary

Discussion Questions

Chapter 16. Media Planning and Analysis

16-1. Introduction

16-1a. Some Useful Terminology: Media versus Vehicles

16-1b. Messages and Media: A Hand-in-Glove Relation

16-1c. Programmatic Ad Buying

16-1d. Cross-Media Platforms

16-1e. Selecting and Buying Media and Vehicles

16-2. The Media-Planning Process

16-3. Selecting the Target Audience

16-4. Specifying Media Objectives

16-4a. Reach

16-4b. Frequency

16-4c. Weight

16-4d. Continuity

16-4e. Recency Planning (A.K.A. The Shelf-Space Model)

16-4f. Cost Considerations

16-4g. The Necessity of Making Trade-Offs

16-5. Media-Scheduling Software

16-5a. Hypothetical Illustration: A One-Month Magazine Schedule for the Esuvee Safety Campaign

16-6. Review of Media Plans

16-6a. The Diet Dr Pepper Plan

16-6b. The FDA’s “The Real Cost” Campaign

Summary

Discussion Questions

Chapter 17. Measuring Ad Message Effectiveness

17-1. Introduction to Advertising Research

17-1a. It Is Not Easy or Inexpensive

17-1b. Testing TV Commercials in Prefinished (Rough) Form

17-1c. What Does Advertising Research Involve?

17-1d. Industry Standards for Message Research

17-1e. What Do Brand Managers and Ad Agencies Want to Learn from Message Research?

17-2. Two General Forms of Message Research

17-2a. Qualitative Message Research

17-2b. Quantitative Message Research

17-3. Measures of Recognition and Recall

17-3a. Starch Ad Readership Studies

17-3b. Bruzzone Tests

17-3c. Day-After Recall Testing

17-4. Measurement of Emotional Reactions

17-4a. BBDO’s Emotional Measurement System

17-4b. Facial Imaging Technology

17-4c. Neuroscience and Brain Imaging

17-4d. Self-Report Measurement

17-4e. Physiological Testing and Biometrics

17-5. Measures of Persuasion

17-5a. The Ipsos ASI: Connect® Method

17-5b. The Ipsos ASI Next*TV® Method

17-5c. The MSW*ARS Brand Preference Method

17-6. Measures of Sales Response (Single-Source Systems)

17-6a. Nielsen Catalina’s AdVantics on Demand

17-7. Some Major Conclusions about Television Advertising

17-7a. Conclusion 1—All Commercials Are Not Created Equal: Ad Copy Must Be Distinctive

17-7b. Conclusion 2—More Is Not Necessarily Better: Weight Is Not Enough

17-7c. Conclusion 3—All Good Things Must End: Advertising Eventually Wears Out

17-7d. Conclusion 4—Do Not Be Stubborn: Advertising Works Quickly or Not at All

Summary

Discussion Questions

Part 4. Sales Promotion Management

Chapter 18. Sales Promotion Overview and the Role of Trade Promotion

18-1. Introduction

18-1a. The Nature of Sales Promotion

18-1b. Promotion Targets

18-2. Increased Budgetary Allocations to Promotions

18-2a. Factors Accounting for the Shift

18-2b. A Consequence of the Increase: A Shift in Accounting Rules

18-3. What Are Sales Promotions’ Capabilities and Limitations?

18-3a. What Promotions Can Accomplish

18-3b. What Promotions Cannot Accomplish

18-3c. Problems with an Excessive Emphasis on Sales Promotion

18-4. The Role of Trade Promotions

18-4a. Trade Promotions’ Scope and Objectives

18-4b. Ingredients for a Successful Trade Promotion Program

18-5. Trade Allowances

18-5a. Major Forms of Trade Allowances

18-5b. Undesirable Consequences of Off-Invoice Allowances: Forward Buying and Diverting

18-6. Efforts to Rectify Trade Allowance Problems

18-6a. Category Management

18-6b. Everyday Low Pricing (EDLP)

18-6c. Pay-for-Performance Programs

18-6d. Customizing Promotions: Account-Specific Marketing

18-6e. Other Forms of Trade Promotions

18-7. Generalizations about Promotions

18-7a. Generalization 1: Temporary Retail Price Reductions Substantially Increase Sales—But Only in the Short Term

18-7b. Generalization 2: The Greater the Frequency of Deals, the Lower the Height of the Deal Spike

18-7c. Generalization 3: The Frequency of Deals Changes the Consumer’s Reference Price

18-7d. Generalization 4: Retailers Pass through Less than 100 Percent of Trade Deals

18-7e. Generalization 5: Higher-Market-Share Brands Are Less Deal Elastic

18-7f. Generalization 6: Advertised Promotions Can Result in Increased Store Traffic

18-7g. Generalization 7: Feature Advertising and Displays Operate Synergistically to Influence Sales of Discounted Brands

18-7h. Generalization 8: Promotions in One Product Category Affect Sales of Brands in Complementary and Competitive Categories

18-7i. Generalization 9: The Effects of Promoting Higher- and Lower-Quality Brands Are Asymmetric

Summary

Discussion Questions

Chapter 19. Consumer Sales Promotion: Sampling and Couponing

19-1. Introduction

19-1a. Why Use Consumer Promotions?

19-1b. Brand Management Objectives and Consumer Rewards

19-1c. Classification of Promotion Methods

19-2. Sampling

19-2a. Major Sampling Practices

19-2b. When Should Sampling Be Used?

19-2c. Sampling Problems

19-3. Couponing

19-3a. Couponing Background

19-3b. Point-of-Purchase Couponing

19-3c. Mail- and Media-Delivered Coupons

19-3d. In- and On-Pack Coupons

19-3e. Online and Social Group Couponing

19-3f. The Coupon Redemption Process and Misredemption

19-4. The Role of Promotion Agencies

19-4a. The Rise of the Online Promotion Agency

Summary

Discussion Questions

Chapter 20. Consumer Sales Promotion: Premiums and Other Promotions

20-1. Introduction

20-2. Premiums

20-2a. Free-with-Purchase Premiums

20-2b. Mail-In and Online Offers

20-2c. In-, On-, and Near-Pack Premiums

20-2d. Self-Liquidating Offers

20-2e. What Makes a Good Premium Offer?

20-3. Price-Offs

20-3a. Federal Trade Commission Price-Off Regulations

20-4. Bonus Packs

20-5. Games

20-5a. Avoiding Snafus

20-6. Refunds and Rebates

20-6a. Phantom Discounts

20-6b. Rebate Fraud

20-7. Sweepstakes and Contests

20-7a. Sweepstakes

20-7b. Contests

20-7c. Online Sweeps and Contests

20-8. Continuity Promotions

20-9. Overlay and Tie-In Promotions

20-9a. Overlay Programs

20-9b. Tie-In Promotions

20-10. Retailer Promotions

20-10a. Retail Coupons

20-10b. Frequent-Shopper (Loyalty) Programs

20-10c. Special Price Deals

20-10d. Samples, Premiums, and Games

20-11. Evaluating Sales Promotion Ideas

20-11a. A Procedure for Evaluating Promotion Ideas

20-11b. Postmortem Analysis

Summary

Discussion Questions

Part 5. Other IMC Tools

Chapter 21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships

21-1. Introduction

21-1a. Marketing Public Relations (MPR) versus Advertising

21-2. Proactive versus Reactive MPR

21-2a. Proactive MPR

21-2b. Content Marketing

21-2c. Reactive MPR

21-2d. Crisis Management

21-3. The Special Case of Rumors and Urban Legends

21-3a. What Is the Best Way to Handle a Rumor?

21-4. Word-of-Mouth Influence

21-4a. Strong and Weak Ties

21-4b. The Role of Opinion Leaders in WOM Dissemination

21-4c. Prevent Negative WOM

21-5. Viral Marketing

21-5a. Viral Marketing Is Akin to Creating an Epidemic

21-5b. Some Anecdotal Evidence

21-5c. Formal Perspectives on Buzz Creation

21-5d. Igniting Explosive Self-Generating Demand

21-5e. Summing Up

21-6. Sponsorship Marketing

21-7. Event Sponsorships

21-7a. Selecting Sponsorship Events

21-7b. Sponsorship Agreements

21-7c. Creating Customized Events

21-7d. Ambushing Events

21-7e. Measuring Success

21-8. Cause Sponsorships

21-8a. The Benefits of Cause-Related Marketing

21-8b. The Importance of Fit and Community-Driven CRM Efforts

21-8c. Accountability Is Critical

Summary

Discussion Questions

Chapter 22. Packaging, Point-of-Purchase Communications, and Signage

22-1. Introduction

22-2. Packaging

22-2a. Packaging Structure

22-2b. Evaluating the Package: The VIEW Model

22-2c. Quantifying the View Components

22-2d. Designing a Package

22-3. Point-of-Purchase (POP) Communications

22-3a. The Spectrum of POP Materials

22-3b. What Does POP Accomplish?

22-3c. POP’s Influence on Consumer Behavior

22-3d. Evidence of In-Store Decision Making

22-3e. Evidence of Display Effectiveness

22-3f. Latest POPAI Research

22-3g. The Use and Nonuse of POP Materials

22-3h. Measuring In-Store Advertising’s Audience

22-4. On-Premise Business Signage

22-4a. Types of On-Premise Signs

22-4b. The ABCs of On-Premise Signs

22-4c. Seek Expert Assistance

22-5. Out-of-Home (OOH, Off-Premise) Advertising

22-5a. Forms of Billboard Ads

22-5b. Buying Billboard Advertising

22-5c. Billboard Advertising’s Strengths and Limitations

22-5d. Measuring Billboard Audience Size and Characteristics: OAAA’s Geopath Ratings

22-5e. A Case Study of Billboard Effectiveness

22-5f. Other Forms of OOH Advertising

Summary

Discussion Questions

Chapter 23. Personal Selling

23-1. Introduction

23-2. Personal Selling

23-2a. Personal Selling’s Role in the Promotion Mix and IMC

23-2b. Attitudes Toward Selling

23-2c. Attractive Features of Personal Selling

23-3. Modern Selling Philosophy

23-4. Selling Activities and Types of Personal-Selling Jobs

23-4a. Selling Activities

23-4b. Types of Sales Jobs

23-5. The Basic Steps in Personal Selling

23-5a. Step 1: Prospecting and Qualifying

23-5b. Step 2: Preapproach

23-5c. Step 3: Approach

23-5d. Step 4: The Sales Presentation

23-5e. Step 5: Handling Objections

23-5f. Step 6: The Close

23-5g. Step 7: The Follow-Up

23-5h. In Summary

23-6. Salesperson Performance and Effectiveness

23-6a. Specific Determinants of Salesperson Performance

23-7. Excellence in Selling

23-7a. Specific Characteristics of High-Performers

Summary

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