9. What Is Advertising? Promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product
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11. What Is Advertising Media? Variety of communication devices for carrying a seller’s message to potential customers
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13. What Is an Advertising Campaign? Arrangement of ads in selected media to reach targeted audiences
14. What Is an Advertising Agency? Independent company that provides some or all of a client firm’s advertising needs
15. What Is Personal Selling? Promotional tool in which a salesperson communicates one-on-one with potential customers
16. What Is Telemarketing? Use of telephone solicitations to conduct the personal selling process
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19. What Is a Sales Promotion? Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade
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22. What Is Publicity? Promotional tool in which information about a company or product that is transmitted by general mass media
23. What Is Public Relations? Company-influenced publicity directed at building goodwill with the public or dealing with unfavorable events
