Marketing Final Exam

Cbe model promotion obj 17 5 top aacsb reflective msc

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Unformatted text preview: ion 20. Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm’s image and minimize those that generate negative images. ANS: F The statement describes public relations. Publicity is the outcome of these public relations efforts. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 21. An example of product placement is when James Bond drives a Jaguar in a James Bond movie. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 279 OBJ: 17-5 KEY: CB&E Model Promotion 22. The sponsorship of NASCAR is an example of a public relations activity. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 280 OBJ: 17-5 KEY: CB&E Model Promotion 23. Cause-related marketing is when two competing companies come together to support a cause, such as breast cancer research. ANS: F Cause-related marketing is a type of sponsorship involving the association of a for-profit company and a nonprofit organization. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 24. Companies increasingly are using the Internet in their public relations strategies. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 280 OBJ: 17-5 KEY: CB&E Model Promotion 25. Crisis management should begin before a crisis occurs. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 281 OBJ: 17-5 KEY: CB&E Model Promotion MULTIPLE CHOICE 1. _____ is any form of impersonal, sponsor-paid, one-way mass communication. a. Publicity b. Advertising c. d. e. Promotion Public relations Direct marketing ANS: B This defines advertising. PTS: 1 REF: 265 Thinking KEY: CB&E Model Promotion OBJ: 17-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 2. Kraft’s marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts. These activities are all activities associated with: a. advertising b. publicity c. public relations d. sales promotions e. direct marketing ANS: A Advertising is any form of impersonal, paid communications that are paid for by a marketer. PTS: 1 REF: 265 Thinking KEY: CB&E Model Promotion OBJ: 17-1 TOP: AACSB Reflective MSC: BLOOMS Application 3. In 2008, the top advertiser in the United States, according to dollars spent per year, was: a. Sony Corporation b. Time Warner c. Procter & Gamble d. General Motors Corporation e. McDonald’s Corporation ANS: C Procter & Gamble had $9.73 billion in ad spending in 2008. PTS: 1 REF: 265 Thinking KEY: CB&E Model Promotion OBJ: 17-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 4. Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share? a. Beyond a certain volume of promotion, diminishing returns set in. b. Certain industries have a practice of spending a low amount...
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This document was uploaded on 09/29/2013.

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