Transcript March 15th 1. Communications activities designed to promote a firm overall, without reference to a specific product, are called: a.

March 15th
1. Communications activities designed to
promote a firm overall, without reference
to a specific product, are called:
a. Corporate
b.
c.
d.
e.
advertising
Advocacy
advertising
Advertorials
Lobbying
Continuity
advertising
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.
a. twice
b. half
c. one hundred
d. five times
e. ten times
3. Which of the following is NOT one
of the advantages of Public Relations?
a. Credibility
b. Cost savings
c. Avoidance of
clutter
d. Inconsistent,
redundant
communications
4. For which of the following products would
personal selling be the element of the
promotional mix most likely emphasized?
a. bars of soap
b. coloring books
c. earthmoving
equipment
d. boxed chocolate
candy
e. fresh flowers
5. Which of the following is true
about our last exam
A) Next Thursday
B) 8:00 a.m.
C) In this room
D) Cover only
material since
last exam
E) All of these are
TRUE