Marketing Final Exam

Is any form of impersonal paid communication in which

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Unformatted text preview: Reflective MSC: BLOOMS Knowledge 12. _____ is any form of sponsor-identified, impersonal paid mass communication. a. Advertising b. Publicity c. Promotion d. Public relations e. Nonpaid communication ANS: A Advertising is any form of impersonal paid communication in which the sponsor or company is identified. PTS: 1 REF: 250 Thinking KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 13. To increase its revenues, US Airways has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the air-sickness bags will be used for: a. implicit communications b. publicity c. sales promotion d. public relations e. advertising ANS: E Advertising is a form of sponsor-paid, impersonal one-way mass communication. PTS: 1 REF: 250 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 14. Which of the following statements about advertising is true? a. The total costs of advertising are typically low. b. The signs on the outsides of buses and taxis are not a form of advertising. c. The cost per contact in advertising is low. d. Innovative media are not used in advertising. e. Advertising is any form of communication in which the sponsor is identified. ANS: C The total costs of advertising are typically high even though the cost of contact is low. To be advertising, the communication must be paid for. Innovative media are used in advertising. The signs are a form of advertising because they are paid for and they identify their sponsors. PTS: 1 REF: 250 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Analysis 15. The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called: a. public relations b. advertising c. implicit communications d. personal selling e. sales promotion ANS: A This is the definition of public relations. PTS: 1 REF: 250 Thinking KEY: CB&E Model Promotion 16. Marketers use public relations to: a. b. c. d. e. OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge earn public understanding and acceptance communicate with the community in which they operate educate the public about company goals introduce new products do all of these things ANS: E Public relations is used to achieve all of these things. PTS: 1 REF: 250-251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Comprehension 17. In 2006, Atlanta once again hosted the Peachtree Road Race, a running event that attracts many world-caliber 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...
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