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

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Chapter 14—Public 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: 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: 4. The recent accusations of steroid usage lodged against the alleged winner of the Tour de France created _____ for the bicycle race. 5. Tools for the public relations manager include all of the following EXCEPT: Chapter 14 Public Relations, Sales Promotion, and Personal Selling 1
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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
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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.
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