Question 1

Press conferences and image management are tools used by a firm's __________ department.

Accepted Answer

Public relations department is responsible for managing the image of a firm through various methods such as press conferences, managing media relations, and crisis management. Advertising, sales promotion, direct marketing, and personal selling are more focused on promoting a firm's products or services to potential customers.

Question 2

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as (a)__________.

Accepted Answer

Publicity refers to nonpersonal, indirectly paid presentations of an organization, product or service. Publicity takes the form of news stories, editorial or product announcements, etc.

Question 3

Which of the following is an inherent weakness of publicity?

Accepted Answer

Publicity is not directly controlled by the user, which means that the message can get distorted or misinterpreted. This lack of control is an inherent weakness of publicity.

Question 4

Consider the Frommer's Italy from $90 a Day image above.Travelers throughout the world have relied on Frommer's guides,which outline out-of-the-way,inexpensive restaurants and hotels.This guide provides invaluable __________ to these establishments.

Accepted Answer

Frommer's guides provide publicity to out-of-the-way, inexpensive restaurants and hotels, which is an invaluable resource for travelers worldwide.

Question 5

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher.Which promotional element should it use to communicate its discovery?

Accepted Answer

Publicity would be the best promotional element for this discovery as it is a unique and newsworthy story that could be picked up by media outlets without the need for a significant marketing budget. Additionally, the discovery of a seed that produces specific grass height may generate interest from industry publications and trade shows, which could further amplify the message without additional cost.

Question 6

All of the following are tools used by a firm's public relations department EXCEPT:

Accepted Answer

Contests are not typically a tool used by a firm's public relations department. Annual reports, lobbying efforts, press conferences, and image management are all common tactics used in public relations.

Question 7

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in __________.

Accepted Answer

The given scenario describes personal selling where the representative is demonstrating and promoting the products to potential customers in a face-to-face setting.

Question 8

Research indicates that publicity followed by advertising with the same message

Accepted Answer

Research has shown that when publicity is followed by advertising with the same message, it can increase the positive response to that message. This is known as the "two-hit" theory, where the first hit (publicity) raises awareness and the second hit (advertising) reinforces the message, leading to greater recall and positive attitudes towards the brand or product.

Question 9

The local radio station broadcast a story about a dry-cleaner it that requested coat donations.The company offered to clean the coats and deliver them to people in need.The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure,it benefited from __________.

Accepted Answer

The featured business benefited from publicity, which is the unpaid form of promotion through media coverage or word-of-mouth recommendations.

Question 10

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Accepted Answer

The answer of A small film company is releasing a...

Question 11

Which of the following statements describes a key difference between advertising and publicity?

Accepted Answer

The answer of Which of the following statements describes a...

Question 12

Public relations refers to

Accepted Answer

Public relations refers to the process of managing communication between an organization and its various stakeholders in order to promote positive perceptions of the organization and its products or services. This includes influencing the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics. Option E is the only choice that accurately describes this process.

Question 13

Publicity refers to

Accepted Answer

Publicity refers to nonpersonal, indirectly paid presentation of an organization, product, or service. It is not directly paid for by the company, but rather gained through news coverage or other mediums.

Question 14

Which of the following is an inherent strength of publicity?

Accepted Answer

Publicity is often seen as more credible because it is not directly paid for by the company, and it is perceived as more unbiased and trustworthy by consumers.

Question 15

A restaurant review published in the local newspaper is an example of __________.

Accepted Answer

A restaurant review published in the local newspaper is an example of publicity, which is any form of non-personal communication about a product, service, or idea that is not paid for by a company or organization. Advertising, sales promotion, direct marketing, and personal selling all involve some level of paid communication directed at specific target audiences.

Question 16

A form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services is referred to as __________.

Accepted Answer

The description provided clearly fits the definition of public relations, which focuses on managing the image and reputation of a company or organization through various communication strategies to influence the beliefs, opinions, and feelings of various stakeholders. Sales promotion involves short-term incentives to encourage sales, advertising is a paid form of communication, publicity is the free media coverage of a company or its products, and personal selling involves direct communication between a salesperson and a potential customer.

Question 17

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

Personal selling involves face-to-face communication and building relationships with potential buyers, making it the most appropriate option for reaching out to the Macy's buyer and convincing them to feature Lenox's Christmas ornament series in their stores. Advertising and public relations may help raise brand awareness and interest, but personal selling would be most effective in this case. Sales promotion may not be effective as the goal is not to push sales but to secure a retail partnership.

Question 18

Businesses vary as to the amount of security they require or can afford to access their computer files.A company that sells a complete line of firewalls,from a no-frills version to one that uses complex retinal scans,would most likely employ which promotional element to effectively promote its product to businesses?

Accepted Answer

Personal selling is most effective for promoting complex products like firewalls, as it allows for detailed explanations and demonstrations tailored to the specific security needs of different businesses.

Question 19

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

Accepted Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as sales promotion. Options A, B, and E are similar in meaning but are not the commonly used term in marketing. Free publicity refers to free media exposure for a product or brand, which is not a type of inducement offered by the company.

Question 20

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Accepted Answer

The answer of Although the lack of control means that...

Quiz 17: Integrated Marketing Communications and Direct Marketing