- When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.
- ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.
- Total customer satisfaction is measured based on the relationship of
- ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
- Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of
- 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.
- 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
- Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?
- When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest
- Under which of the following conditions is the frequency the most important factor in media selection?
- Which of the following circumstances are best suited for the use of personal selling?
- ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.
- Which of the following benefits is offered by sales promotion tools?
- Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?
15.An insider trading crisis for an organization is what type of public relations crisis?
- 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
- What function does a company’s public relations department perform when it promotes understanding of the organization through internal and external communications?
- Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?
- Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as
- 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?
- 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
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