Home

Chapter 15

True/False

True/False


This activity contains 12 questions.

	Public relations is the process by which a company creates a positive image and customer preference through third-party endorsement.    True  False

	Public relations is a cost-effective promotional tool.    True  False

	Corporate communication involves various efforts to publicize specific products.    True  False

	Lobbying involves advising management about public issues and company positions and image.    True  False

	PR can add credibility by communicating the message in an editorial context.    True  False

	The easiest measure of PR effectiveness is attitude change.    True  False

	Public relations is by far the most important promotional tool available to entrepreneurs and individual properties.    True  False

	The first step in crisis management is to take all precautions to prevent negative events from occurring.    True  False

	Sales promotion consists of long-term rewards to encourage the purchase or sales of a product or service.    True  False

	Sales promotions cannot be used to help build long-term market share.    True  False

	Sales promotion consists of short-term incentives to encourage the purchase or sale of a product or service.    True  False

	Sales promotional tools should be pre-tested before implementation.    True  False

Copyright © 1995-2008, Pearson Education, Inc., publishing as Pearson Prentice Hall Legal and Privacy Terms