Marketing Public Relations (Giannini) -

D) purchaser of a good or service. E) media ... C) works best in large metropolitan areas. D) relies .... D) MPR emphasize search engine optimization. E) MPR ...
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Marketing Public Relations (Giannini) Chapter 1 An Introduction to Marketing Public Relations Download FULL Test Bank for Marketing Public Relations Gaetan T. Giannini

1) Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________. A) building anticipation for the book's release B) providing the back story on the upcoming film version C) embargoing any hint of the book's plot D) investing heavily in conventional advertising strategies E) limiting supply of the book in its first week of sales Answer: A Diff: 2 Page Ref: 1 Skill: Application LO: 3 2) The term marketer refers to the ________. A) advertising agency developing a product campaign B) public relations firm in contact with media organizations C) organization that has the product, service, or idea it desires to sell D) purchaser of a good or service E) media channels through which a product is promoted Answer: C Diff: 2 Page Ref: 2, 3, 4, 5 Skill: Concept LO: 1 3) Marketing public relations is a unique form of marketing because ________. A) marketers rely solely on non-media channels to disseminate their messages B) consumer behavior is more reliable than with other forms of marketing C) firms pay their public relations agencies only if they produce measurable results D) it has almost entirely replaced advertising as a means of promotion E) audiences are drawn to communication outlets where they gain access to information they crave Answer: E Diff: 3 Page Ref: 3 Skill: Concept LO: 2

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4) Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics? A) The mass market has become more uniform in its needs and preferences. B) The global market for goods and services is diminishing. C) Advertising results are hard to measure. D) Consumers are taking greater control of the communication process. E) Most audiences have completely migrated away from television. Answer: D Diff: 3 Page Ref: 3-4 Skill: Application LO: 2 5) The "father" of modern public relations is ________. A) Marshall McLuhan B) Edward Bernays C) Al Ries D) Philip Kotler E) Mark Zuckerberg Answer: B Diff: 1 Page Ref: 4 Skill: Concept LO: 1 6) Tools by which consumers create marketing messages and other brand exchanges themselves are collectively known as ________. A) public relations B) personal selling C) consumer-generated marketing D) brand advertising E) publicity Answer: C Diff: 1 Page Ref: 4 Skill: Concept LO: 1 7) Identify one way public relations and consumer-generated marketing resemble each other. A) Firms rely heavily on creating advertising campaigns in traditional media outlets. B) Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer. C) Companies have no tools with which to measure outcomes. D) Consumers are totally in control of message creation. E) Neither are elements in the promotional mix. Answer: B Diff: 3 Page Ref: 4 Skill: Application 2 Copyright © 2010 Pearson Education, Inc.

LO: 1 8) Consumer-generated marketing (CGM) ________. A) is most effective in non-electronic communication environments. B) emphasizes expensive, well-targeted advertising messages. C) works best in large metropolitan areas. D) relies solely on digital communication outlets. E) encourages consumers to create marketing messages themselves. Answer: E Diff: 2 Page Ref: 4 Skill: Concept LO: 2 9) How does MPR differ from conventional marketing? A) MPR encourages media to voluntarily convey messages about products. B) MPR emphasizes personal sales above all other elements of the promotional mix. C) MPR concentrates on business-to-business marketing. D) MPR eliminates the need for intermediaries. E) There is no difference. MPR and conventional marketing are the same. Answer: A Diff: 3 Page Ref: 4 Skill: Application LO: 2 10) In the MPR context, C