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The only way to measure the benefits of sponsoring an event is to determine how often
the sponsor's name appears at the event and in media coverage of the event.
The forgetting function, based on recent psychological research and cutting-edge
technology, disputes past ideas about standard functions of memory and explains the
random and unique nature of each individual's memory.
Discuss why the role of personal selling is a critical one in the direct marketing tool kit.
List and briefly explain the four types of personal selling as part of your answer.
There are a number of criteria for setting advertising objectives. Define these terms:
brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat
purchase, and brand switching. Then choose two of these concepts and give real-life
examples.
New technologies are predicted to play large roles in revolutionizing the way television
is transmitted and viewed in the future-including digital interactive, mobile, broadband,
and other transmission-based processes.
The most common use of direct marketing is as a tool to close the sale with a customer.
