Marketing Final Exam

E the public relations activities involved in the

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Unformatted text preview: : a. advertising and personal selling efforts b. strategic product promotions and resulting sales c. a target marketing strategy d. sales promotion efforts e. a public relations strategy and resulting publicity ANS: E The public relations activities involved in the race in Iraq led to publicity in the form of news media reporting. PTS: 1 REF: 250-251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 18. Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University “chewleaders” will attack city streets in July visiting morning television shows, landmarks, and high-traffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel’s street teams would be an example of: a. a sales promotion b. publicity c. advertising d. implicit communications e. a personal sales presentations ANS: B Publicity is public information about a company, product, or issue appearing in the mass media as a news item. PTS: 1 REF: 251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 19. Public information about a company, good, or service appearing in the mass media as a news item is called: a. personal selling b. advertising c. d. e. mass communications publicity sales promotion ANS: D This is the definition of publicity. PTS: 1 REF: 251 Thinking KEY: CB&E Model Product 20. Publicity: a. b. c. d. e. OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge will never damage a company because it performs the information task of promotion is free communication is not persuasive with customers has to be purchased from the mass media has many internal costs to the company associated with it ANS: E A firm may have to hire a public relations firm to prepare new releases and persuade media personnel to print or broadcast the news. This can be expensive. PTS: 1 REF: 251 Thinking KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 21. The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of: a. direct selling b. news marketing c. publicity d. event marketing e. direct marketing ANS: C Publicity is public information in mass media about a company and its products. PTS: 1 REF: 251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 22. Which of the following statements about sales promotions is true? a. Public relations cannot effectively be used with sales promotions. b. Sales promotion is a type of direct marketing. c. Marketers view sales promotions as more effective when they are created as long-run d. e. stimulation tools. Trade shows, coupons, premiums...
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