Chapter 14

Question 1

__________ __________ (PR) is an important tool that until recently was treated as a marketing stepchild.

Answer 1

Public relations

Question 2

Companies are realizing that __________ marketing is no longer the answer to some of their communication needs.

Answer 2

mass

Question 3

Advertising __________ continue to rise, audience __________ continues to decline, and clutter reduces ad __________

Answer 3

costs,reach,impact

Question 4

In this environment, public relations holds __________ as a cost-effective promotional tool.

Answer 4

promise

Question 5

PR departments perform five activities, not all of which feed into direct product support:

a. Press __________ - placing newsworthy information in the media to attract attention to a person, product, or service
b. Product __________ - efforts to publicize specific products
c. Corporate __________ - internal & external communications and promoting understanding of the organization
d. __________ - dealing with legislators and government officials to promote or defeat legislation & regulation
e. __________ - advising management about public issues and company positions and image

Answer 5

Relations,Publicity,Communication,Lobbying,Counseling

Question 6

__________ is the task of securing editorial and news space, as opposed to paid space, in print & broadcast media to promote a product or a service.

Answer 6

Publicity

Question 7

Publicity builds corporate image in a way congruent with the organization’s __________ strategy

Answer 7

communication

Question 8

Public relations are the most important promotional tool available to __________ & individual __________

Answer 8

entrepreneurs,properties

Question 9

An important area of public relations is __________ __________ , because not all publicity is good

Answer 9

crisis management

Question 10

The first step in crisis management is taking all precautions to __________ occurrence of negative events.

Answer 10

prevent

Question 11

__________ crises give warning before they occur, and can often be eliminated with good management

Answer 11

Smoldering

Question 12

Sales __________ consists of short-term incentives to encourage purchase or sale of a product or service.

Answer 12

promotion

Question 13

Sales promotion includes a variety of promotional tools designed to stimulate earlier or stronger market response:

a. __________ promotion (samples, coupons, rebates, premiums, contests, demonstrations)
b. __________ promotion-buying allowances (free goods, cooperative advertising, and push money)
c. __________ __________ promotion (bonuses and contests)

Answer 13

consumer, trade, sales force

Question 14

Sales promotions are most effective when they are used with __________ or __________ selling.

Answer 14

advertising, personal

Question 15

__________ -related promotions are another local area marketing tactic, bring business to the hotel or restaurant and help the community.

Answer 15

Cause

Question 16

A good local campaign creates community __________ and exposure for the establishment.

Answer 16

goodwill