Question 1

________ in the form of logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks can be used to help a company create an identity that the public immediately recognizes.

Accepted Answer

Corporate identity materials such as logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are specifically designed to create a distinct and recognizable identity for a company in the eyes of the public. This helps to establish the company's brand image and differentiate it from its competitors.

Question 2

Why does a firm's number of prospects always equal or exceed its number of qualified customers?

Accepted Answer

The answer of Why does a firm's number of prospects...

Question 3

The most common way for public relations specialists to communicate is through the use of ________.

Accepted Answer

Press releases are the most common way for public relations specialists to communicate as they allow them to control the message and disseminate it widely to media outlets and other interested parties. Sponsorship, lobbying, special events, and speech writing may also be used, but these are less common and more specific to certain situations or goals.

Question 4

Timely topics and research project stories are both types of ________.

Accepted Answer

Both timely topics and research project stories are types of news that are typically distributed through press releases. Advertising appeals, advocacy advertising, puffery, and creative strategies are all related to advertising, rather than journalism.

Question 5

Pfizer pharmaceutical representatives call on physicians to influence them to prescribe the latest Pfizer medications over competing products. However, no sale is made until doctors call prescriptions into pharmacies that then place orders through their drug wholesalers. What type of sales position do these Pfizer pharmaceutical representatives hold, and what are their job responsibilities?

Accepted Answer

The answer of Pfizer pharmaceutical representatives call on physicians to...

Question 6

Planning and implementing special events are typically responsibilities of ________.

Accepted Answer

The PR department is typically responsible for planning and implementing special events as these events serve as a way to generate publicity and promote the organization or brand. PR professionals have the expertise to plan and execute events that align with the organization's messaging and goals, while also engaging with target audiences and media.

Question 7

Explain the follow-up step of the creative selling process.

Accepted Answer

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Question 8

One of the barriers to greater reliance on ________ is the difficulty of gauging its effectiveness.

Accepted Answer

Public relations is often seen as difficult to measure in terms of its effectiveness, as its impact can be indirect and difficult to quantify. Other marketing methods like online advertising, catalog marketing, direct mail, and sales promotions can be more easily measured through metrics like click-through rates, response rates, and sales numbers.

Question 9

A major manufacturer of automobile tires sells its products at its dealership retail stores. After a tire is sold, the customer can return to any manufacturers' retail store and the tire can be rotated on the car at no expense to the customer. Should a repair to the tire be needed, the customer will receive a discount from the list price bill as a form of a warranty received at the time of purchase of the tire. Identify and explain the selling approach being implemented by this manufacturer.

Accepted Answer

The answer of A major manufacturer of automobile tires sells...

Question 10

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

Accepted Answer

Public relations is the promotion tool most closely associated with building up a positive corporate image and handling unfavorable stories and events. Public relations involves managing and building relationships between an organization and its various publics, including customers, employees, investors, and the media. PR professionals work to promote a positive image of the organization, handle any negative publicity or crises, and create a good reputation for the organization in the eyes of the public.

Question 11

WOM stands for ________.

Accepted Answer

WOM stands for "word of mouth," which refers to a positive or negative sentiment that spreads among a group of people through conversation or online sharing. This can have a powerful impact on brand reputation and consumer behavior. A, B, D, and E are all incorrect options that do not accurately reflect the meaning of WOM.

Question 12

What is the relationship between personal selling and the marketing push strategy?

Accepted Answer

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Question 13

There are three steps involved in creating a public relations campaign. The first step is to ________.

Accepted Answer

The first step in creating a public relations campaign is to develop objectives. This involves determining the specific goals and outcomes the campaign hopes to achieve. Conducting a SWOT analysis, formulating a mission statement, recruiting and training public relations specialists, and pretesting components of the campaign are all important steps in the process, but they come after the objectives have been established.

Question 14

Identify the seven steps in the creative selling process. What may be the most difficult step for most salespeople?

Accepted Answer

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Question 15

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

Accepted Answer

Lobbying is a crucial function of public relations that involves building and maintaining relationships with government officials to influence legislation and regulation. Therefore, the best choice is E - public relations.

Question 16

What is the sales job classification and responsibility of an employee who processes purchases over the phone?

Accepted Answer

The answer of What is the sales job classification and...

Question 17

Which of the following is a relatively inexpensive objective measurement that public relations (PR) specialists can use to gauge the effectiveness of their efforts?

Accepted Answer

Coverage in print and broadcast media is a relatively inexpensive way for PR specialists to measure the effectiveness of their efforts, as it involves monitoring the amount and type of media attention their activities receive.

Question 18

A company newsletter is an example of ________.

Accepted Answer

A company newsletter is typically created for internal communication and information sharing among employees, making it a tool of internal PR (public relations) rather than media relations or publicity. It also helps to reinforce the company's corporate identity and culture. Sponsorship usually refers to financial or in-kind support for an event or organization, rather than a communication tool.

Question 19

Viral marketing is most closely related to which of the following?

Accepted Answer

Viral marketing is a strategy that encourages individuals to share a marketing message with others, creating a buzz around a product or service. This is most closely related to buzz building, which refers to generating excitement and interest around a product or service through various marketing tactics.

Question 20

The basic rule of ________ is "do something good, then talk about it."

Accepted Answer

The basic rule of "do something good, then talk about it" is a key principle of public relations, which involves building and maintaining relationships with the public and promoting positive image and reputation for an organization. Customer relationship management (A) is focused on managing and analyzing customer interactions and data, while social marketing (D) aims to influence behavior for the greater social good. Public affairs (B) involves managing an organization's relationships with government and other stakeholders, while promotions (E) is a marketing tactic to encourage sales or increase brand awareness.

Quiz 14: Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations