Deck 11: Advertising, Merchandising, and Public Relations

Question 1

Which is not one of the elements of the communications mix?

A) Merchandising
B) Personal selling
C) Market research
D) Advertising

Answer 1

C

Question 2

Public relations is an effective element of the communications mix primarily because:

A) It is the most cost- effective aspect
B) It directly increases customer satisfaction
C) It is the most believable aspect
D) It generates buzz about the company

Answer 2

C

Question 3

Communications strategy requires a manager to look at usage and control of persuasive communication.

Answer 3

False

Question 4

A push strategy:

A) Would be running advertisements on TV
B) Would involve sending flyers to potential customers
C) Would be creating enticing and flashier product packaging
D) Would be creating a contest for reservation agents to make reservations

Question 5

The consumer adoption process model explains that:

A) Customers sometimes make random choices of products
B) Customers choose one product over another based on word of mouth
C) Customers make choices based on product awareness, interest, evaluation, and trial
D) Customers make choices based on interest and their won personal evaluations of the product

Question 6

A family ski resort that offers poor- quality child care service that does not meet customers' expectations is an example of merchandising that has primarily failed in this basic rule:

A) Practicality
B) Simplicity
C) Purpose
D) Visibility

Question 7

Press releases are:

A) Documents that require public relations professionals to have good relationships with the media in order to break them
B) Documents that contain the contact information for the public relations person
C) Integral parts of the public relations strategy
D) Documents that contain news about the company or one of their products

Question 8

The long- term goal of merchandising is:

A) To reduce the costs of advertising
B) To increase customer satisfaction
C) To generate more sales for the property
D) To increase product tangibility

Question 9

An effective public relations strategy:

A) Is allocated from the marketing budget
B) Should consist of press releases, newspaper articles, and word of mouth
C) Should be consistent with any advertising that the company is currently undertaking
D) Should have a clear target market and purpose

Question 10

The first stage of a communications strategy is to define your target market.

Question 11

Repetition in advertising is a waste of resources; consumers usually pick up on it the first time.

Question 12

What is the ultimate goal of marketing communications?

A) Increase word of mouth
B) Induce purchases
C) Increase product tangibility
D) Both A and C

Question 13

Advertising:

A) The most visible element of the communications strategy
B) Utilizes about 5 percent of the property's marketing budget
C) Is separate from the communications mix
D) Usually generates tremendous amounts of positive word of mouth

Question 14

In the general hospitality industry, advertising is usually utilized to:

A) Create awareness of a product or service, old or new
B) Position an individual property
C) Generate positive word of mouth
D) Make the product intangible to customers

Question 15

The execution stage in a communications strategy is to define your target market.

Question 16

The communications mix increases tangible physical evidence of the product being sold.

Question 17

The general rule of thumb for a hotel property's marketing budget is:

A) 25- 30 percent of forecasted total revenue
B) 5 to 6 percent of forecasted total revenue
C) 1 to 2 percent of forecasted total revenue
D) 10 to 12 percent of forecasted total revenue

Question 18

Publicity differs from public relations by:

A) Being the source of negative and positive information, whereas public relations is the only source of positive information
B) Being the only source of negative information, whereas public relations is the only source of positive information
C) Being information from the property, whereas public relations is information from the media
D) Being the only source of positive information, whereas public relations is the only source of negative information

Question 19

To create positive word of mouth, a firm should:

A) Give people something fun and interesting to talk about
B) Work with people who have a lot of say in their communities
C) Create evangelist programs
D) All of the above

Question 20

What are crisis communications?

A) Policies on generating positive press releases during emergencies and crises
B) Responding immediately to bad publicity that will reach a wide segment fo the market
C) Policies on things such as spokespeople and briefing the press during times of emergencies and crises
D) Spin control for bad publicity

Question 21

Relationship marketing is usually more effective than communications marketing.

Question 22

Your employees are an important source of PR for your company.

Question 23

The 'what's left over' type of marketing budget strategy is typically used by sole proprietors.

Question 24

Viral messages, getting high profile people to talk about your company, and blogging about your product are all examples of collateral.

Question 25

Blogs are an effective advertising channel to market to potential new customers.