Michael Is Planning a Promotional Program for AirFam

question 163

Multiple Choice

Michael is planning a promotional program for AirFam.AirFam is a supplier of new energy-saving engines used to produce air conditioners.His company needs to promote these engines to manufacturers of air conditioners,so he is most likely to use ___,because it provides immediate feedback.The disadvantage is that it is _____ than advertising to reach one customer.

• A)Sales promotion;more costly
• B)Direct marketing;less effective
• C)Sales promotion;less effective
• D)Personal selling;more costly
• E)Personal selling;less effective

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Definitions:

Short-term Memory

A temporary storage system in the brain capable of holding a small amount of information in an easily accessible state for a short period.

George Miller

A pioneering cognitive psychologist best known for his theory that the span of immediate memory and absolute judgment is limited to an average of seven items.

Magic Number

A concept in cognitive science referring to the limit of items an average human mind can hold in working memory, commonly thought to be seven plus or minus two.

Working Memory

An active system that processes the information in short-term memory.