Public Relations
1) Public relations involve all of the following EXCEPT:
A) financial and personnel involvement in local arts and crafts festival
B) product design
C) sponsorship of a fun run to benefit breast cancer research
D) publicity
B) product design
6) A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent:
A) product appeal
B) brand identity
C) brand equity
D) product symbolism
B) brand identity
When a brand encourages potential customers to send them pictures of them in their best "game face" this is called:
A) price discounting
B) brand interaction
C) sales promotion
D) direct marketing
B) brand interaction
7) _______ allow for the back-and-forth flow of information using mediums like Facebook, e-commerce enabled websites or Instagram where users participate in and modify its form and content instantly.
A) Sales promotion
B) Price flexibility
C) Negotiations
D) Interactive media
D) Interactive media
3) When media is used to communicate to a large group of individuals it is deemed ________ communication
A) non-personal
B) indirect
C) personal
D) direct
A) non-personal
8) Product, price, place and promotion are collectively known as ________
A) marketing communications tools.
B) methods of selling goods and services.
C) the marketing mix.
D) marketing jargon.
C) the marketing mix.
4) Campo Outdoor Products has developed a new backpack. It will expand to three times its initial size, be water resistant, and lightweight. These are what kind of marketing decisions?
A) product features
B) package design
C) service level
D) price allowance
A) product features
9) _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives.
A) Sales promotion
B) Marketing
C) Advertising
D) Integrated marketing communications
Marketing
Which of the following is NOT a technique used to generate publicity?
A) News releases and feature articles
B) Press conferences
C) Packaging and product displays
D) Photographs, films, and videotapes
C) Packaging and product displays
10) Which is the best example of the use of packaging as a communication vehicle?
A) Costco offers multi-packs of contact lens solution at affordable prices.
B) New cellphone SIM cards are enveloped in large plastic packages.
C) Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.
D) At Golftown one can purchase used golf balls in bags of 20 or 50.
C) Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.