Marketing Final Exam

Titled a guide to good food good health which it made

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Unformatted text preview: placement e. lobbying ANS: D Product placement is a public relations tool and is used to create product exposure. PTS: 1 REF: 279 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 124. General Mills put together a brochure titled, “A Guide to Good Food, Good Health,” which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right. This is an example of which public relations tool? a. Product placement b. Event sponsorship c. Consumer education d. Crisis management e. Lobbying ANS: C Some major firms believe that educated consumers are better, more loyal customers. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 125. Many people have trouble defining the term casual dress when it comes to what is appropriate to wear to work. Levi Strauss & Co. put together a newsletter and a video detailing what was suitable for casual work attire. Levi sent the video to human resources managers all over the United States. This is an example of: a. event advocacy b. lobbying c. product placement d. consumer education e. issue sponsorship ANS: D Consumer education is a type of public relations in which the user benefits by educating the consumer about the usefulness of its products. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application 126. Which public relations tool involves a company spending money to support an issue, cause, or event that is consistent with corporate objectives? a. Advocacy b. Lobbying c. Product placement d. Sponsorship e. Underwriting ANS: D Corporate objectives for sponsorship include improving brand awareness or enhancing corporate image. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 127. Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in: a. event publicity b. public relations profiling c. consumer intimidation d. sponsorship e. advocacy publicity ANS: D Sponsorship is a public relations tool that involves a company spending money to support an issue, cause, or event that is consistent with corporate objectives. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 128. Which of the following involves the association of a for-profit company with a nonprofit organization? a. Advocacy publicity b. Lobbying c. Product placement d. Advertising e. Cause-related marketing ANS: E Through cause-related marketing, the company’s product is promotion and money is raised for the nonprofit. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 129. General Mills has the “Box Top for Education” program in which several of the co...
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