Marketing Final Exam

Marketing ans a cause related marketing involves the

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Unformatted text preview: mpany’s products have a little Box Top coupon on the package. Families buy the products and schools collect the coupons to redeem for money for the school. This is an example of: a. cause-related marketing b. publicity c. lobbying d. consumer education e. advocacy marketing ANS: A Cause-related marketing involves the association of a for-profit company with a nonprofit organization. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 130. How do public relations professionals use Internet Web sites? a. To introduce new products b. To promote existing products c. To obtain consumer feedback d. To showcase upcoming events e. To do all of these things ANS: E Companies increasingly are using the Internet in their public relations, and it is used for all of these reasons. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 131. _____ is used by public relations spets to handle the effects of unfavorable publicity. a. Media planning b. Crisis management c. Message power d. Damage control e. Communication narrowcasting ANS: B Crisis management is the coordinated effort to handle the effects of unfavorable publicity or of another unexpected unfavorable event. PTS: 1 REF: 281 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 132. A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer was leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. The company should have: a. begun a pulsing advertising campaign b. implemented its crisis management plan c. used an ad campaign based on a fear appeal d. done nothing until the actual damage levels were determined e. ignored the publicity and assumed it would go away ANS: B Crisis management is used to handle the effects of unfavorable publicity. PTS: 1 REF: 281 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application LeBlanc’s Pecan Company Betty and Orville LeBlanc recently opened LeBlanc’s Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store, focusing on its wide assortment of pecanrelated products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list. 133. Refer to LeBlanc’s Pecan Company. The new campaign for the store is designed to stimulate demand for the LeBlanc’s new store, given that the store is in the...
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