Mkt 3400 Samenvattingen, Notities en Examens

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Chapter 14—Public Relations, Sales Promotion, and Personal Selling 175 questions (28 true/false, 130 multiple choice, 17 essay) TRUE/FALSE 1. Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images. ANS: F PTS: 1 REF: 442 OBJ: 14-1 TYPE: Def The statement describes public relations. Publicity is the outcome of these public relations efforts. TOP: AACSB Reflective Thinking| TB&E Model...

TRUE/FALSE 1. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response. ANS: T PTS: 1 REF: 396 OBJ: 13-1 TYPE: Def TOP: AACSB Communication| TB&E Model Promotion 2. The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals. ANS: T PTS: 1 REF: 396 OBJ: 13-1 TYPE: Def TOP: AACSB Communication| TB&E Model C...

TRUE/FALSE 1. Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images. ANS: F PTS: 1 REF: 442 OBJ: 14-1 TYPE: Def The statement describes public relations. Publicity is the outcome of these public relations efforts. TOP: AACSB Reflective Thinking| TB&E Model Strategy 2. Lobbying, product publicity, and crisis management are all functions of public relations tools. ANS: T PTS: 1 ...