NEW Marketing 4.02 - 4.03: Question Preview (ID: 22317)

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The use of communications channels in public-relations activities is an important part of
a) targeting customers.
b) marketing products
c) advertising an image
d) providing information

Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part o
a) Warranty
b) coupon
c) sweepstakes
d) rebate

The reason for using certain communications channels, such as coupons, in sales promotion is to
a) create long-term demand.
b) generate an immediate response.
c) persuade customers to remain loyal.
d) advertise a new product

What is a common communications channel used in public relations?
a) Billboards B. Trade shows C. Product displays D. Press releases
b) trade shows
c) product displays
d) press releases

A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that receives most of its business during the summer. To increase year-round sales, management wants to use direct-mail advertising. What format
a) Computer kiosks
b) Cable television shopping channels
c) Box-holder flyers
d) Niche catalogs

What is a common thread among all direct advertising strategies?
a) They try to get consumers' attention by communicating in the most unusual ways possible.
b) They use a proven creative technique with a strong headline and a little copy.
c) They communicate with all consumers as one group with common likes and dislikes.
d) They intend to motivate the consumer to take action

Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the featur
a) Mobile marketing
b) Organic marketing
c) Shill marketing
d) Virtual marketing

What is a benefit to businesses of positive word-of-mouth communication?
a) Increased product mix
b) Decreased advertising costs
c) Increased sales
d) Decreased operating expense

What best describes the goal of amplified word-of-mouth?
a) Improving the best quality of goods and services the business offers.
b) Encouraging customers to provide both positive and negative feedback
c) Building loyal relationships with the customers
d) Providing information to activists to share with others.

What is an example of a successful direct-response advertisement?
a) A person orders an exercise machine by telephone after viewing an infomercial.
b) A movie theater shows several previews of new films and video releases.
c) A popular tourist attraction places a billboard in a remote location.
d) A local grocer distributes discount coupons to local businesses.

What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
a) Press releases, online social networks, and print advertisements
b) Newsletters, annual reports, and the company's web site
c) News conferences, consumer blogs, and employee manuals.
d) Policy manuals, commercials, and sponsorships

During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?
a) Brand awareness
b) Product placement
c) Brand identification
d) Product programming

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