Marketing Final Exam

Advertising publicity ans e publicity is the effort

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Unformatted text preview: -279 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Analysis 118. An article in BusinessWeek about the reengineered Honda CRV is an example of: a. a sales promotion b. free advertising c. direct marketing communications d. e. newspaper advertising publicity ANS: E Publicity is the effort to capture media attention. PTS: 1 REF: 278-279 Thinking KEY: CB&E Model Promotion 119. Publicity: a. b. c. d. e. OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 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 Preparing news releases, staging special events, and persuading media personnel to broadcast or print publicity messages costs money. PTS: 1 REF: 278-279 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 120. A Wall Street Journal headline is “Best Buy Wins iPhone Lineup. This article represents _____ for Best Buy and Apple, Inc. a. marketing research b. sales promotion c. personal selling d. advertising e. publicity ANS: E Publicity can help advertisers explain what’s different about their new product by prompting free news stories or positive word of mouth about it. PTS: 1 REF: 279 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 121. An article in the Wall Street Journal about GM’s turnaround strategy and new upcoming product, the Volt, would be an example of: a. direct selling b. news marketing c. publicity d. event marketing e. direct marketing ANS: C Publicity can help advertisers explain what’s different about their new product by prompting free news stories or positive word of mouth about it. PTS: 1 REF: 279 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 122. Which of the following is a public relations strategy that involves getting a product, service, or company name to appear in a movie or television show? a. Press release b. Product placement c. Product publicity d. Consumer education e. Integrated marketing communications ANS: B This is product placement, which also involves getting a product to appear in other venues such as radio programs, magazines, newspapers, and video games, among others. PTS: 1 REF: 279 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 123. Stormbreaker, a new spy movie, details the story of Alex Rider who, after the death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider’s mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of the Cross pen paid to have its pen featured in this movie. This is an example of: a. advertising b. a sales promotion c. paid-for public relations d. product...
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This document was uploaded on 09/29/2013.

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