15 True or False? The innovation diffusion process describes how long it takes a product to move from first purchase to last purchase (or the last set of users to adopt the product). 16 True or False? The combination of physical characteristics and amenities that contribute to a retail store's image is atmospherics. 17 True or False? Direct marketing is a form of non-store retailing. 18 True or False? Buzz marketing generates excitement, creates publicity and conveys new relevant brand-related information through unexpected or even outrageous means. Whereby viral marketing is another form of word-of-mouth that encourages consumers to pass along company-sponsored products and services or audio, video or written information to others online. 39 True or False? The concept of reach in promotional planning is a measure of how many times the average person in the target market is exposed to the message. 40 True or False? An unsought good is a product that consumers do onto seek out and, indeed often would rather not purchase at all. 41 Which form of consumer sales promotion options appeal to consumers' sense of fun and luck; may suggest a purchase but legally must be offered without a purchase requirement? a. point-of-purchase materials/display b. loyalty programs rebates d. product sampling contests and sweepstakes C. e. fased 15 True or False? The innovation diffusion process describes how long it takes a product to move from first purchase to last purchase (or the last set of users to adopt the product). 16 True or False? The combination of physical characteristics and amenities that contribute to a retail store's image is atmospherics. 17 True or False? Direct marketing is a form of non-store retailing. 18 True or False? Buzz marketing generates excitement, creates publicity and conveys new relevant brand-related information through unexpected or even outrageous means. Whereby viral marketing is another form of word-of-mouth that encourages consumers to pass along company-sponsored products and services or audio, video or written information to others online. 39 True or False? The concept of reach in promotional planning is a measure of how many times the average person in the target market is exposed to the message. 40 True or False? An unsought good is a product that consumers do onto seek out and, indeed often would rather not purchase at all. 41 Which form of consumer sales promotion options appeal to consumers' sense of fun and luck; may suggest a purchase but legally must be offered without a purchase requirement? a. point-of-purchase materials/display b. loyalty programs rebates d. product sampling contests and sweepstakes C. e. fased