14 Aug Which of the following statements ly reflects a characteristic of public relatio

Which of the following statements ly 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 sponsors bottom line

Extent of media coverage

Consumers brand knowledge

20
In order to help anticipate public relations crises its
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 valueWhich of the following statements ly 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.2When 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 cost3Selective 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 attack4Total 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 benefit5TBS 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 value6What 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 Counseling7Companies 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 programs8An insider trading crisis for an organization is what type
of public relations crisis? Act of upheaval Act of nature Unintentional event Intentional event9When 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 site10Which 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.11Which 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 12Mountain 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 associations13When 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-penetration14Under 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 product15Which 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) / impact16________ 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 testing17________ is based on the premise that marketers can no
longer use interruption marketing via mass media campaigns. Database marketing Internet marketing Permission marketing Relationship marketing18________ 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 defense19Which of the following factors forms the basis of assessing
sponsorship activities through supply-side methods? Brand exposure reported by consumers Impact on sponsors bottom line Extent of media coverage Consumers brand knowledge20In order to help anticipate public relations crises its
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 risk21Rachel 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

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