Week 5 quiz
1
________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
Media selection
Media scheduling
Copy testing
Content analysis
2
Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?
Brand exposure reported by consumers
Impact on sponsor’s bottom line
Consumers’ brand knowledge
Extent of media coverage
3
What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?
Corporate communications
Press relations
Product publicity
Counseling
4
An insider trading crisis for an organization is what type of public relations crisis?
Intentional event
Act of nature
Unintentional event
Act of upheaval
5
Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?
They incorporate some concession, inducement, or contribution that gives value to the consumer.
Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
Public relations communications can be prepared to appeal to the addressed individual.
Given their live, real-time quality, public relations tools are more actively engaging for consumers.
6
________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.
Contraction defense
Position defense
Flank defense
Preemptive defense
7
Which of the following benefits is offered by sales promotion tools?
They allow buyers personal choices and encourage them to respond directly.
They incorporate some concession, inducement, or contribution that gives value to the consumer.
They are typically an indirect form of soft-sell and hence, better received by customers.
They can reach prospects who prefer to avoid mass media and targeted promotions.
8
When
________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
Media selection
Media scheduling
Copy testing
Content analysis
2
Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?
Brand exposure reported by consumers
Impact on sponsor’s bottom line
Consumers’ brand knowledge
Extent of media coverage
3
What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?
Corporate communications
Press relations
Product publicity
Counseling
4
An insider trading crisis for an organization is what type of public relations crisis?
Intentional event
Act of nature
Unintentional event
Act of upheaval
5
Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?
They incorporate some concession, inducement, or contribution that gives value to the consumer.
Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
Public relations communications can be prepared to appeal to the addressed individual.
Given their live, real-time quality, public relations tools are more actively engaging for consumers.
6
________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.
Contraction defense
Position defense
Flank defense
Preemptive defense
7
Which of the following benefits is offered by sales promotion tools?
They allow buyers personal choices and encourage them to respond directly.
They incorporate some concession, inducement, or contribution that gives value to the consumer.
They are typically an indirect form of soft-sell and hence, better received by customers.
They can reach prospects who prefer to avoid mass media and targeted promotions.
8
When