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Chapter 12 review

Horizontales
The number of different target consumers who are exposed to a commercial at least once during a specific period, usually four weeks.
The number of times an individual is exposed to an advertising message.
The process of looking for sales prospects.
The companies and people who are most likely to buy a seller’s offerings.
The channels through which advertising is carried to prospective customers; includes newspapers, magazines, radio, television, outdoor advertising, direct mail, social media, and the internet.
A producer; an organization that converts raw materials to finished products.
Firms that sell goods to consumers and to industrial users for their own consumption.
Verticales
Any paid form of non personal presentation by an indentified sponsor
Information about a company or product that appears in the news media and is not directly paid for by the company.
A face-to-face sales presentation to a prospective customer.
Firms that sell finished goods to retailers, manufacturers, and institutions.
The traditional 4Ps of marketing: product, price, promotion, and place (distribution), now with packaging added as a key marketing component.
The attempt by marketers to inform, persuade, or remind consumers and industrial users to engage in the exchange process.
Go-betweens that bring buyers and sellers together.