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March 15th

March 15th. 1. Communications activities designed to promote a firm overall, without reference to a specific product, are called: . Corporate advertising Advocacy advertising Advertorials Lobbying Continuity advertising.

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March 15th

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  1. March 15th

  2. 1. Communications activities designed to promote a firm overall, without reference to a specific product, are called:  • Corporate advertising • Advocacy advertising • Advertorials • Lobbying • Continuity advertising

  3. 2. In the opening vignette (Chapter #18), it is suggested that it costs about _________ as much to gain a new customer as it does to keep an existing one.  • twice • half • one hundred • five times • ten times

  4. 3. Which of the following is NOT one of the advantages of Public Relations? • Credibility • Cost savings • Avoidance of clutter • Inconsistent, redundant communications

  5. 4. For which of the following products would personal selling be the element of the promotional mix most likely emphasized? • bars of soap • coloring books • earthmoving equipment • boxed chocolate candy • fresh flowers

  6. 5. Which of the following is true about our last exam • Next Thursday • 8:00 a.m. • In this room • Cover only material since last exam • All of these are TRUE

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