Chapter 14 - Chapter 14Public Relations, Sales Promotion,...

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Unformatted text preview: Chapter 14Public Relations, Sales Promotion, and Personal Selling 175 questions (28 true/false, 130 multiple choice, 17 essay) MULTIPLE CHOICE 1. _____ is the promotional mix element that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance. a. Personal selling b. Advertising c. Mass communications d. Public relations e. Sales promotion ANS: D PTS: 1 REF: 442 OBJ: 14-1 TYPE: Def TOP: AACSB Reflective Thinking| TB&E Model Strategy 2. Pepsi-Cola like Coca-Cola was charged with selling soft drinks that had a high level of pesticides in India. A newspaper article on why Pepsi-Cola promoted an Indian-born manager to the job of chief executive officer is an example of: a. a sales promotion b. free advertising c. direct marketing communications d. newspaper advertising e. publicity ANS: E PTS: 1 REF: 442 OBJ: 14-1 TYPE: App Publicity is the effort to capture media attention. TOP: AACSB Communication| TB&E Model Strategy 3. A news story on the arrest of the chairman of Shanghai Electric Company for violating certain rules and regulations of Chinese Communist Party is an example of: a. a sales promotion b. free advertising c. demarketing d. newspaper advertising e. publicity ANS: E PTS: 1 REF: 442 OBJ: 14-1 TYPE: App Publicity can be either positive or negative. TOP: AACSB Communication| TB&E Model Strategy 4. The recent accusations of steroid usage lodged against the alleged winner of the Tour de France created _____ for the bicycle race. a. numerous sales promotion opportunities b. free positive advertising c. numerous demarketing opportunities d. personal selling opportunities e. a great deal of publicity ANS: E PTS: 1 REF: 442 OBJ: 14-1 TYPE: App TOP: AACSB Communication| TB&E Model Strategy 5. Tools for the public relations manager include all of the following EXCEPT: Chapter 14 Public Relations, Sales Promotion, and Personal Selling 1 a. press relations b. product publicity c. lobbying d. sales promotions e. corporate communications ANS: D PTS: 1 REF: 443 OBJ: 14-1 TYPE: Comp Sales promotions are not part of public relations. TOP: AACSB Communication| TB&E Model Strategy 2 Chapter 14 Public Relations, Sales Promotion, and Personal Selling 6. When Sara Lee developed crustless bread, it probably planned to rely on _____ to gain exposure for the bread and to explain how the convenience of the product justifies its higher price. Sara Lee could not have done this if the product had not been new and innovative. a. marketing research b. sales promotion c. personal selling d. advertising e. publicity ANS: E PTS: 1 REF: 443 OBJ: 14-1 TYPE: App Publicity (a form of public relations) for new, innovative products can result in more exposure than conventional advertising and other promotional tools....
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Chapter 14 - Chapter 14Public Relations, Sales Promotion,...

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