1. Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

Public relations can reach prospects who prefer to avoid mass media and targeted promotions.

They incorporate some concession, inducement, or contribution that gives value to the consumer.

Given their live, real-time quality, public relations tools are more actively engaging for consumers.

Public relations communications can be prepared to appeal to the addressed individual.

2. When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest

customer-perceived value

customer equity

customer lifetime value

customer-perceived cost

3. Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of

guerilla warfare

a bypass attack

an encirclement attack

a frontal attack

4. Total customer satisfaction is measured based on the relationship of

advertised outcomes and real outcomes

perceived performance and expectation

past experience and present experience

expected value and total customer benefit

5. TBS Bikes has recently introduced a series of bikes called Surami. The core positioning of TBS Bikes is “speed”. Surami is a five-gear bike and, apart from speed, the company promises to include other features such as safety, good performance, and pollution control features. This describes the ________ of the bike.

value proposition

total customer cost

value-delivery system

customer-perceived value

6. What function does a company’s public relations department perform when it promotes understanding of the organization through internal and external communications?

Product publicity

Corporate communications

Press relations

Counseling

7. Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as

quality programs

benefit programs

frequency programs

satisfaction programs

8. An insider trading crisis for an organization is what type of public relations crisis?

Act of upheaval

Act of nature

Unintentional event

Intentional event

9. When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.

public site

crisis site

white site

dark site

10. Which of the following benefits is offered by sales promotion tools?

They allow buyers personal choices and encourage them to respond directly.

They can reach prospects who prefer to avoid mass media and targeted promotions.

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.

11. Which of the following circumstances are best suited for the use of personal selling?

When there is minimal risk involved in buying or using the products

When the market has fewer and larger sellers

When prospective customers are spread across a wide geographic area

When the products used are simple and easy-to-use

12. Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew’s sponsorship of these events?

To express commitment to the community or on social issues

To entertain key clients or reward key employees

To enhance corporate image

To create perceptions of key brand image associations

13. When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don’t drink coffee, Starbucks was employing a ________ strategy.

new-market segment

niche identification

geographical-expansion

market-penetration

14. Under which of the following conditions is the frequency the most important factor in media selection?

When launching infrequently purchased brands

When going into undefined target markets

When introducing flanker brands

When there is high consumer resistance to the product

15. Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

E = reach * frequency

E = frequency / reach

E = reach * frequency * impact

E = (reach * frequency) / impact

16. ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

Content analysis

Media scheduling

Media selection

Copy testing

17. ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.

Database marketing

Internet marketing

Permission marketing

Relationship marketing

18. ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.

Preemptive defense

Contraction defense

Position defense

Flank defense

19. 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

Extent of media coverage

Consumers’ brand knowledge

20. In order to help anticipate public relations crises it’s important to think about the possible events that could occur and the appropriate management response. This is often referred to as

preventative planning

imagining the worst

dreaming about the future

imagining the risk

21. Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates had been placed on the pillows and a flower arrangement on the table. The hotel’s actions are an example of

customer value analysis

a customer touch point

customer perceived value

customer lifetime value