Deck 14: Public Relations and Sales Promotion

Question 1

________ are certificates that offer buyers savings when they purchase specific products.

A) Coupons
B) Samples
C) Premiums
D) Flyers

Answer 1

A

Question 2

Which one of the following is a "DON'T" for a Crisis Communication?

A) Advise employees of their roles
B) Keep guests informed
C) Speak truthfully and authoritatively
D) Wait for the crisis to design a plan

Answer 2

D

Question 3

Lobbying involves dealing with legislators and government officials to ________ legislation and regulation.

A) Promote
B) Defeat
C) Promote or defeat
D) Promote and defeat

Answer 3

C

Question 4

During crisis communication, if some information has been reported incorrectly, then the company should:

A) Not interfere and let the media do its work
B) Should advise the concerned reporter(s) about the inaccuracy
C) Correct the reporter(s) only if it favors the company
D) Keep quiet to avoid getting the blame

Question 5

________ are goods offered at a low price to encourage the purchase of other goods.

A) Samples
B) Patronage rewards
C) Premiums
D) Point-of-purchase promotions

Question 6

PR stands for:

A) Press relations
B) Public relations
C) Permanent relations
D) Passive relations

Question 7

Push money is an example of a:

A) Consumer promotion
B) Sales force promotion
C) Trade promotion
D) Competitor promotion

Question 8

Corporate communications promotes understanding of the organization and covers:

A) Only external communication
B) Only internal communication
C) Both internal and external communication
D) Mostly external communication

Question 9

In preparing for crisis communication, it is important to train employees regularly and document such training for:

A) Legal purposes
B) Record and tracking purposes
C) Organizational reasons
D) The sake of clarity

Question 10

Which one of the following is a "DO" for Crisis Communication?

A) Answer reporters by saying, "No Comment"
B) Allow anyone to speak to the media
C) Provide factual information to the media
D) Speak in hotel jargon

Question 11

PR costs ________ direct mail and media advertising.

A) More than
B) Less than
C) More or less same as
D) Mostly more than

Question 12

Frequent guest points that hotel guests build up for repeat stays are an example of:

A) Samples
B) Point-of-purchase promotions.
C) Patronage rewards
D) Premiums

Question 13

________ covers internal and external communications and promotes understanding of the organization:

A) Corporate communication
B) Lobbying
C) Counseling
D) News

Question 14

Public relations campaigns can contribute to all but which of the following objectives?

A) Build awareness
B) Stimulate the salesforce
C) Build credibility
D) Replace most other promotion costs

Question 15

Cause-related marketing is directly used to create:

A) Awareness
B) Goodwill
C) Sales
D) Satisfaction

Question 16

The best measure used in evaluating the success of public relations is to:

A) Consider its direct impact to the consumer
B) Conduct surveys of buyer awareness
C) Determine the effect on sales and profit
D) Count the number of media exposures

Question 17

________ crises give warning before they occur.

A) Smoldering
B) Superficial
C) Sensitive
D) Sudden

Question 18

All of the following are objectives of the sales promotion process except:

A) Luring customers away from the competition
B) Enticing customers to try a new product
C) Increasing short-term sales
D) Reducing bad publicity

Question 19

Short-term incentives to encourage the purchase or sale of a product or service are called:

A) Media promotions
B) PR blasts
C) Sales promotions
D) Advertisements

Question 20

Which of the following is NOT a PR technique?

A) News events
B) Publications
C) Telephone
D) Community relations

Question 21

As a part of good crisis management a firm should appoint a spokesperson to ensure the delivery of a consistent story.

Question 22

What are sales promotions? Provide examples.

Question 23

Define publicity. In what ways is it a popular public relations tool? How is a press release used for publicity?

Question 24

Advertising costs are continuing to rise, and audience reach is continuing to fall.

Question 25

Advising management about public issues and company positions and image is called:

A) Media guidance
B) Counseling
C) Media selection
D) Public relations

Question 26

Goods offered either free or at low cost as an incentive to buy a product are called:

A) Premiums
B) Promotional materials
C) Samples
D) None of the above

Question 27

The first step in the sales promotion process is setting the conditions for participation.

Question 28

Tourist destinations are hospitality components relatively unaffected by negative publicity.

Question 29

Cash or other awards for regular use of a company's products or services are termed:

A) Frequent flyer rewards
B) Guest recognition rewards
C) Volume discount coupons
D) Patronage rewards

Question 30

What are some public relations opportunities for the hospitality industry?

Question 31

Certificates that offer buyers savings when they purchase specified products are commonly known as:

A) Gift cards
B) Gift certificates
C) Promotional discount postcards
D) Coupons

Question 32

When a crisis does occur, it is in the company's best interest to alert the media.

Question 33

Describe the 5 activities performed by the public relations department.

Question 34

Corporate communications is a branch of public relations that is limited to business-to-business publicity.

Question 35

In the past, it was common for the marketing function and PR function to be handled by different departments in a firm.

Question 36

Only in a few cases have sales promotions given consumers the impression that profit margins were unreasonably high to start with.

Question 37

Samples do not have to be free.

Question 38

Isolation and/or obscurity of a hotel can actually have PR potential.

Question 39

Coupons are an effective way to promote ________ product(s).

A) The trial of a new
B) Launch of a new
C) Mature
D) Both new and mature

Question 40

What are the six major steps in the public relations process?