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Chapter 15

Multiple Choice

Multiple Choice


This activity contains 12 questions.

	All of the following statements are true, except:   Samples are offers of a trial amount of a product. Sampling by the employees can be a very useful educational and promotional device. Coupons are certificates that offer buyers savings when they purchase specified products. All of the above.

	_________ are goods offered either free or at low cost as an incentive to buy a product.   Samples Premiums Packages Coupons

	All of the following statements are true, except:   Point-of-Purchase promotions include display and demonstrations that take place at the point of purchase sale. POP can be used to disseminate information about the company's products or services. POP can be used to sell additional products and services. All of the above statements are true.

	Which of the following is not one of the three major problems in the way that companies budget for sales promotion?   They do not consider cost-effectiveness. Instead of spending to achieve objectives, they simply extend the previous year's spending. Advertising and sales-promotion budgets are too often prepared separately. Managers set the promotion dates.

	________ marketing is a situation where companies will offer to donate a certain amount of money to a specific cause out of consumer purchase.   Cause-related Internet Public Direct

	Marketing PR can contribute to the following objectives, except:   building awareness stimulating the sales force and channel intermediaries increasing promotion costs building credibility

	When evaluating PR results,___________ is the most satisfactory measure, if obtainable.   exposure awareness change sales-and-profit impact comprehension change

	Which of the following is not one of the major tools in marketing PR?   publications events lobbying identity media

	The aim of _______ is to place newsworthy information into the news media to attract attention to a person, a product, or service.   corporate communications counseling press relations lobbying

	The public relations process consists of the following steps:   defining the target audience, establishing the market objectives, choosing the PR message and vehicles, implementing the marketing PR plan, and evaluating PR results. research, establishing the market objectives, defining the target audience, choosing the PR message and vehicles, implementing the marketing PR plan, and evaluating PR results. establishing the market objectives, defining the target audience, research, choosing the PR message and vehicles, implementing the marketing PR plan, and evaluating PR results. choosing the PR message and vehicles, implementing the marketing PR plan, research, establishing the market objectives, defining the target audience, and evaluating PR results.

	In preparing public relations for a hotel which of the following should be conducted the month before opening?   Launch publicity campaign to national media Hold press opening Conduct orientation press trips Hold a groundbreaking ceremony

	Which of the following is a crisis management "don't"?   Verify the identity of the caller Respond by saying "I don't have that information yet." Respond by saying "no comment." Keep guests informed

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