Marketing Final Exam

Products such as surfboards swimsuits lawn mowers

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Unformatted text preview: g tape c. Airplane tickets d. Charcoal e. Soft drinks ANS: D Seasonal products like charcoal are not advertised year-round because they are not used yearround. PTS: 1 Thinking REF: 278 OBJ: 17-4 TOP: AACSB Reflective KEY: CB&E Model Promotion MSC: BLOOMS Comprehension 112. Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most likely to be advertised with a _____ media schedule. a. flighted b. pulsing c. seasonal d. continuous e. consecutive ANS: C Products that are used more during certain times of the year tend to follow a seasonal strategy. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 113. _____ is the element in the promotional mix 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 This is a description of public relations. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 114. Each year, Atlanta hosts the Peachtree Road Race, a running event that attracts many worldcaliber racers. This year, race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of: 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 ANS: E The public relations activities involved in the race in Iraq led to publicity in the form of news media reporting. PTS: 1 Thinking REF: 278 OBJ: 17-5 TOP: AACSB Reflective KEY: CB&E Model Promotion MSC: BLOOMS Application 115. A news story on the bonuses received by executives of a bank that received bailout money from the federal government is an example of: a. a sales promotion b. free advertising c. demarketing d. newspaper advertising e. publicity ANS: E Publicity can be either positive or negative. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 116. Public information about a company, good, or service appearing in the mass media as a news item is: a. personal selling b. advertising c. mass communications d. publicity e. sales promotion ANS: D Publicity can be either positive or negative. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 117. Tools for the public relations manager include all of the following EXCEPT: a. press relations b. product publicity c. lobbying d. sales promotions e. corporate communication ANS: D Sales promotions are not part of public relations. PTS: 1 REF: 278...
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This document was uploaded on 09/29/2013.

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