Author Question: Which of the following activities is part of those included when salespeople service the product? a. ... (Read 52 times)

Coya19@aol.com · **on:** Jun 28, 2018

Which of the following activities is part of those included when salespeople service the product?
a. handling shipment problems
b. handling objections
c. entertaining clients
d. teaching safety features of the product
e. attending conferences

Question 2

Discuss the strengths and limitations of television advertising.

sultansheikh · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

d

Answer to Question 2

Television advertising's strengths are:
1 . Capability to demonstrate a product in use. No other medium can reach consumers simultaneously through both auditory and visual senses.
2 . Intrusion value. Television advertisements engage one's senses and attract attention even when one would prefer not to be exposed to an advertisement.
3 . Ability to provide entertainment and generate excitement. Products advertised on television can be presented dramatically and made to appear more exciting and less mundane than perhaps they actually are.
4 . Ability to reach consumers one on one. Like a sales presentation, the interaction between spokesperson and consumer takes place on a personal level.
5 . More than any other medium, television is able to use humor as an effective advertising strategy.
6 . Effective with a company's sales force and the trade. Salespeople find it easier to sell new or established brands to the trade when a major advertising campaign is planned. The trade has added incentive to increase merchandise support (e.g., through advertising features and special display space) for a brand that is advertised on television.
7 . Ability to achieve impact. Television advertising has the ability to activate consumers' awareness of ads and enhance their receptiveness to sales messages.
Television advertising's limitations are:
1 . Rapidly escalating advertising costs. The cost of network television advertising has more than tripled over the past two decades, and it is very costly to produce television commercials.
2 . Erosion of television viewing audiences. Syndicated programs, cable television, the Internet, and other leisure and recreational alternatives have diminished the number of people viewing network television, and ratings have consistently fallen over the past 40 years.
3 . Audience fractionalization. Advertisers cannot expect to attract large homogenous audiences when advertising on any particular program due to the great amount of program selection now available to viewers.
4 . Zapping and zipping. Zapping occurs when viewers switch to another channel when commercials are aired. Zipping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder (i.e., TiVo) are fast-forwarded (zipped through) when the viewer watches the prerecorded material.
5.

6 . Clutter. Clutter refers to the growing amount of nonprogram material, and consumers perceive television to be the most cluttered of all major advertising media.
Cord cutting. Those escaping traditional pay-TV (cord-cutters) and embracing streaming video-on-demand (SVOD), such as Netflix, tend to be much younger (18-34) and make up a far greater percentage of households (42.4 percent) than overall for their age group (22.9 percent.)