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Question
(p.379)To introduce interior decorators to its product line, Hanson Glassworks has decided to mail miniature reproductions of turn-of-the-century Tiffany lamps to all large design company owners, defined as more than $10 million annual sales. Each handcrafted miniature lamp will cost Hanson almost $250 to buy and mail. What, if anything is potentially wrong with this strategy?
A.The Federal Trade Commission forbids the giving of specialty items valued at more than $25.
B.The design company owners could perceive the miniature as a bribe.
C.The replica is being used as a premium.
D.Typically, gift recipients do not feel obligated to reciprocate.
E.There is nothing potentially wrong with this strategy.
Answer
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Related questions
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(p.418)What is the greatest strength of personal selling?
A.Its low cost
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A.Infomercials
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(p.411)_____ is the oldest marketing method and it is growing incredibly fast today as a result of social and technological changes.
A.Direct marketing
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A.Radio
B.Viral
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(p.411)Which of the following statements about direct marketing is true?
A.Direct marketing is a measurable system of marketing.
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(p.413)By providing a tangible response, direct marketing offers accountability.
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(p.389)What are the two major components of media objectives?
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(p.402)List four reasons why media planners often use a mixed media approach.
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(p.398)Explain the purpose of media strategy.
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(p.394)What are the various factors that influence media strategy decisions?
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A.loyalty premium
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A.The normal commission that a list broker pays to a list renter is 20 percent.
B."Cleaning" occurs when two mailing lists are processed by a computer to remove the duplicate names, thereby ensuring that only one mailer goes to each name.
C.Mail-order advertisers cannot check the validity of a rented list.
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E.Mailing lists should be updated once in four years in order to maintain validity.
Q:
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A.cannot be used for testing prospects' reactions to new products.
B.has a negative image.
C.has the highest cost per exposure of any medium.
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E.achieves the highest response of any advertising medium.
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A.Entertainment advertising
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A.has bought the services of the transit system to create, manufacture and distribute its ad.
B.has bought all the inside space on a group of buses.
C.expects a 100 percent reach.
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A.geographic bulletins
B.primary panels
C.terminal posters
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