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Maximizing Communication Strategies for Overall Firm Promotion

Explore various communication activities such as corporate advertising and advocacy to enhance your firm's image and reach without focusing on specific products or services. Learn about the advantages of public relations and how personal selling plays a role in different product promotions.

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Maximizing Communication Strategies for Overall Firm Promotion

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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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