lasthomework

1)

________is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.

(5pts)

Public relations

Image advertising

Corporate advertising

Dyadic communications

Integrated marketing communications

2)

In public relations, internal audiences include all of the following EXCEPT:

(5pts)

the public at large

suppliers

customers

stockholders

investors

3)

Offering a press release to only one particular medium may be termed:

(5pts)

an exclusive

an advertorial

advocacy advertising

lobbying

image advertising

4)

Which of the following is an advantage associated with public relations?

(5pts)

greater credibility

ability to build positive image

advoidance of clutter

low absolute and relative cost

all of the above

5)

For which of the following products would personal selling be the element of the promotional mix most likely emphasized?

(5pts)

bars of soap

coloring books

earthmoving equipment

boxed chocolate candy

fresh flowers

6)

Dyadic communication is defined as:

(5pts)

communication between two people or groups

communication where there is no feedback

technologically-oriented communication

all integrated marketing communications that are verbalized

any communication that elicits an opinion from the receiver

7)

Relationship marketing requires:

(5pts)

mutual trust

workding toward the same goals

sharing information

cost-effective link between customer and salesperson

all of the above

8)

The number of sales calls required to close a sale is highest for which of the following industries?

(5pts)

clothing

food service

computer manufacturing

agricultural

insurance

9)

Which of the following is an argument against measuring advertising effectiveness?

(5pts)

costs in terms of time and money

the absence of top management support

the need to give autonomy to those who control advertising

accountability

all of the above

10)

An advertiser who is measuring the effectiveness of media strategies needs to examine:

(5pts)

media class

media vehicle

media scheduling

the vehicle option source effect

all of the above

11)

______testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial.

(5pts)

Functional

Concept

Elementary

Product

Brainstorm

12)

The primary difference between a laboratory experiment and a field experiment is that in a field experiment, the researcher:

(5pts)

has less control over extraneous independent variables

has the ability to achieve greater internal validity

has control of all independent variables

uses a totally different set of procedures

does none of the above

13)

Which of the following factors is limiting growth opportunities in the U.S. market for many companies?

(5pts)

slow population growth

saturated markets for many products and services

intense competition form domestic companies

intense competition from foreign companies

all of the above

14)

A balance of trade deficit exists when the:

(5pts)

value of imports exceeds that of exports

value of exports exceeds that of imports

supply of imports exceeds the demand for them

the value added by the exporting nation exceeds that added by the importing nation

the value of exports and imports are about equal

15)

According to an international marketing scholar, the most visible as well as the most culture bound part of a firm's marketing functions is its:

(5pts)

pricing

promotion

product development

distribution

inventory management

16)

The communications, transportation, financial and distribution networks of a country are part of its:

(5pts)

political/legal environment

culture

economic infrastructure

demographic environment

international interface

17)

Which of the following has some regulatory control over advertising?

(5pts)

the Federal Trade Commission

the Food and Drug Administration

the U.S. Postal Service

the Federal Communications Commission

all of the above

18)

Advertisers are often supportive of voluntary self-regulation because:

(5pts)

self-regulation is viewed as a way of limiting government interference of advertising

all clients and agencies are affected by voluntary self-regulation

self-regulation does not require interaction between agency and client

self-regulation results in even more stringent regulations than state and federal agencies want

of all of the above reasons

19)

Proponents of advertising contend advertising:

(5pts)

produces jobs

enables new firms to enter the market

delivers information to consumers

encourages consumers to improve their standards of living

does all of the above

20)

Critics of advertising contend:

(5pts)

the amount of advertising directed at consumers is excessive

advertising exploits consumers

advertising has a negative impact on the economic system

advertising makes consumers want products they don't really need

all of the above are true