Exam #6

True or False: It is impossible to control the responses from social media users.

True

True or False: There are very few restrictions on using social media for PR or marketing activities.

True

Which of the following is a technique used for opinion sampling?

focus groups

An advertising specialty, unlike a premium, is always given _____ to customers.

free of cost

A major advantage of using social media for PR activities is that _____.

social media helps PR professionals stay on top of the latest trends

Which marketing activity is referred to as the value-added tool?

sales promotion

Under IMC, the personnel of a company who act as its communicators to the public are the _____.

salespeople

Push strategies are designed to _____.

secure the cooperation of retailers and to gain shelf space

An important drawback of event sponsorship is that _____.

sole sponsorship of an event is very costly

Wardrobe, Inc., a leading online clothes store, wanted to establish direct contact with its customers. Which of the following actions would be the best way to do this?

sponsoring a trade fair

Which sponsorship category receives the largest share of money?

sports

Corporations in North America spend billions of dollars each year on sponsorships, with the majority of the money going to ______.

sports marketing

Marketing professionals refer to the publics as _____.

stakeholders

Which of the following uses structures that are scientifically placed for delivering advertising effectively?

standardized outdoor advertising

The broad category of media that encompasses specialty advertising, directories, and Yellow Pages is referred to as _____.

supplementary media

Press Kit

supports the publicity gained at staged events

"They view it as the umbrella process used by companies to determine the product market need."

This is the view taken by public relations professionals, not advertising professionals.

How do advertising professionals view public relations?

They view it as a marketing tool used to promote sales.

Which of the following statements are true concerning advertising in movie theaters?

- Advertising in movie theaters is controversial. - Advertising in movie theaters is effective because the audience cannot decide to watch something else. - Advertising in movie theaters is called cinema advertising.

Which of the following are important benefits of sponsoring an event?

- It rapidly converts fan loyalty into sales. - It enhances the company's public image.

Which of the following statements about personal selling in an IMC program are true?

- Personal selling creates a win-win situation between the buyer and seller. - Personal selling is the most expensive selling medium. - The purpose of personal selling is to build a relationship between the buyer and seller.

Which of the following statements regarding corporate sponsorships of events are true?

- Sponsorship of a dynamic event can boost employee morale. - A majority of stock-car racing fans reportedly buy products promoted at the racetrack. - Sponsorships can rapidly convert fan loyalty into sales.

Which of the following are examples of personal selling?

- children selling lemonade in a fair - a doctor selling diets to patients

Packaging consists of which of the following elements?

- design - color - labeling

In direct marketing, the responses collected with the help of a linkage media are used to do which of the following?

- establish a relationship with the prospects - build a database of names and addresses

For which of the following is personal selling particularly well suited and important?

- high-ticket consumer products - estate planning - gaining distribution for new products

Which of the following are the primary ways in which the results of sponsorship can be evaluated?

- measuring sales revenue with tracking devices, such as coupons - measuring changes in product awareness or image through pre- and post-sponsorship surveys

What does a PR practitioner do with the information gathered through opinion sampling?

A PR practitioner assesses people's attitudes toward the organization.

Which of the following accurately describes the importance of salespeople to a company?

A customer's perception of a company is governed by his or her impression of its salespeople.

Why can't advertisements provide the credibility that PR campaigns provide?

Advertisements are viewed by the public with skepticism because they reach the audience through paid media.

_____ are a type of outdoor advertising that measures 14 by 48 feet (although it may have extensions), and the message it carries may be painted or printed.

Bulletins

Who receives the third-largest share of sponsorship money?

Causes receive the third-largest share of sponsorship money.

Who receives the second-largest share of sponsorship money?

Entertainment receives the second-largest share of sponsorship money.

_____ are designed to present the product directly in front of customers, such as at the point of sale.

Exhibitive media

True or false: Direct marketing does not use any advertising media for the marketing process.

False; Direct marketing is an interactive process of addressable communication that makes use of one or more advertising media.

Which of the following states prohibits the use of any billboards?

Hawaii

Which of the following is a key feature of direct marketing?

It is an interactive process of addressable communication.

Which of the following statements about sponsoring an event is true?

It is difficult to evaluate the results of sponsoring an event.

What is institutional advertising?

It is the nonproduct advertising aimed at increasing awareness of a company and its image.

Which of the following is the main disadvantage of personal selling?

Personal selling is labor intensive and expensive.

_____ have made transit advertising more attractive to national advertisers.

Standardization and better research

Which of the following statements about corporate advertising is true?

The company controls the content of PR messages in this form of advertising.

Which of the following is a disadvantage of the advent of social media for PR activities?

The number of people a PR professional has to deal with has become exponentially bigger.

Which of the following is an advantage of personal selling?

The rep can modify the presentation to suit the needs and interests of the prospect. ; Reps can alter their presentation, but not the product itself.

Cyclone Co., a leading bicycle shop in the locality, decided to cosponsor a national-level race being conducted in its city. Which of the following would be the most likely outcome for doing this?

The sales increased to include people from outside the city and even participants of the event.

Which of the following is performed by the salesperson in personal selling?

The salesperson identifies and offers information about potential problems for the customers.

What happened to expenditures on out-of-home advertising between 2014 and 2018?

They grew steadily.

True or false: Cosponsoring of events creates a situation in which it becomes difficult for a single sponsor to get its message across to the public.

True; The problem with cosponsored events is clutter. Some events have so many sponsors that getting one marketer's message through is extremely difficult.

Advertisers that want more saturation should _____.

advertise in better locations

A promotional product that is distributed free as a part of a marketing communications program, as defined by the Promotional Products Association International (PPAI), is referred to as a(n) _____ ____.

advertising specialty

Pull strategy

attract customers and increase product demand

Which type of advertising medium has been called "the last mass medium"?

billboards

Which of the following is particularly well suited for locations where there is good visibility and lots of traffic?

bulletin structures

CZ, a car manufacturer, decides to promote its latest model through social media. For this promotion, the company chooses to use a few people who are considered to be ______ because they have a large number of followers on Twitter and Facebook.

centers of influence

The cost of sales in personal selling can be reduced by ______.

communicating as much information as possible about the company before the salesperson even calls

When several companies sponsor an existing event, they are known as ______.

cosponsors

Press Release

covers time-sensitive hard news

Face-to-face selling away from a fixed retail location is called _____.

direct selling

A company employs publicity generation activities for _____.

enhancing its reputation

Product packaging and trade-show booths are examples of _____.

exhibitive media

One method of sponsorship is for a company to buy into a(n) ______.

existing event

The individuals whose opinions matter a great deal to others are called _____.

influentials

Public relations

is considered by public relations professionals, not advertising professionals, to be the umbrella process for understanding the needs of the market.

Personal selling

is the most expensive selling medium.

A reason that cinema advertising has become more attractive to marketers is that _____.

it does not allow the audience to flip channels

When TV advertising informs prospective customers how to inquire about various products, it functions as ______ media.

linkage

The function of reputation management is to ______.

manage the status of a firm with various publics

If advertising helps build market value, then sales promotion builds _____.

market volume

Advertising professionals see _____ as the main process used by companies to determine the products and services needed by a market and the strategies to distribute and sell them.

marketing

Poster panels

measure 12 by 25 feet.

PR person

media and community relations savvy

The sales promotion aimed at _____ is referred to as trade promotion.

members of the distribution channel

Which of the following types of out-of-home media is the most common?

on-premise signs

Outdoor advertising, advertising on buses and subways, and terminal advertising are examples of _____.

out-of-home media

In the world of integrated marketing communications, the only advertisement that the consumer sees when using a product is the product's _____.

package

Goodherbs, a herbal cosmetics brand, markets its products through sales people who visit houses and organizations to sell these products. The sales people explain the uses, demonstrate the products, and clear up doubts on the spot. This shows that Goodherbs uses _____ to market its products.

personal direct selling

A company that owns and maintains outdoor advertising structures is called a(n) _____.

plant

Public affairs specialist

policy expertise

Like an advertising specialty, a _____ is a promotional product, but it is typically more valuable and doesn't carry advertising.

premium

Unlike the simple procedures required to get an advertising specialty, getting a _____ requires recipients to engage in such actions as buying a product, sending a coupon, or witnessing a demonstration.

premium

Packaging influences the _____, since it is an intrinsic aspect of the basic product concept.

product message

The market-to-market rates of locations vary considerably because of variations in _____.

property rental prices

In PR, elected officials, regulatory and legislative bodies, and various community groups are dealt with through _____.

public affairs

Managing a company's reputation is a _____ activity.

public relations

The strategic management of the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill is called .

public relations

What type of advertising is used by companies to direct a controlled public relations message to one of its important publics?

public relations

The generation of news about a person, product, or service that appears in print or electronic media is called _____.

publicity

Which of the following is a PR strategy employed by PR practitioners in reputation management?

publicity

In public relations terminology, the stakeholders of a company are referred to as the _____.

publics

Which of the following controls the advertising used on U.S. highways?

the Highway Beautification Act of 1965

Which of the following is a press release item?

the announcement of a new product

Influentials can be spotted by _____.

the number of people monitoring their tweets

One reason why public relations communications are more trusted than company advertisements is that _____.

the public believes that PR communication comes from a news organization rather than a company

Which of the following is a primary role of a company's public relations?

to improve public opinion for an organization

A _____ show is an event where an advertiser can meet the company's major international prospects in one place.

trade

The producer of a line of sports goods gives its retailers a carton of free goods when they place a bulk order of 10 or more cartons. This is an example of _____.

trade promotion

What is one of the principal tactics marketers use to push products through the distribution pipeline?

trade promotion

Demonstrations and discussions by manufacturers and dealers in exhibitions involving buyers are referred to as _____.

trade shows

Bus and taxicab advertising and posters on transit shelters, terminals, and subways is a category of out-of-home media called _____.

transit advertising

The importance of personal selling in a company's mix of communication activities depends on the ______.

type of business or industry