Question 1

Which of the following would not be included in the job description of a marketing executive:

Accepted Answer

A)  coordinate package design. 
B)  investigate new distribution points. 
C)  collect opinion data. 
D)  influence pricing decisions. 
E)  plan crisis communication strategies. 
A)  coordinate package design. 
B)  investigate new distribution points. 
C)  collect opinion data. 
D)  influence pricing decisions. 
E)  plan crisis communication strategies. E

Question 2

University officials are notified that one of their students has just checked into the hospital and been diagnosed with a contagious form of meningitis. In this crisis, primary publics would include:

Accepted Answer

A)  students, faculty, food vendors. 
B)  incoming freshmen, parents, faculty. 
C)  students, faculty, parents. 
D)  police officials, media, students. 
E)  media, students, local coffee shops. 
A)  students, faculty, food vendors. 
B)  incoming freshmen, parents, faculty. 
C)  students, faculty, parents. 
D)  police officials, media, students. 
E)  media, students, local coffee shops. C

Question 3

A laundry detergent manufacturer is exploring the possibility of contributing a percentage of its profits on one of its top-selling brands, Bravo, to cancer research. This cause marketing strategy will require one of the following:

Accepted Answer

A)  a short-term commitment to the cause. 
B)  shared core values of both organizations. 
C)  a change in the organization's vision statement. 
D)  a price increase. 
E)  only controlled media. 
A)  a short-term commitment to the cause. 
B)  shared core values of both organizations. 
C)  a change in the organization's vision statement. 
D)  a price increase. 
E)  only controlled media. B

Question 4

Which of the following would not be a function of public relations:

Accepted Answer

A)  act as primary communication agent. 
B)  influence pricing decisions. 
C)  monitor institutional policies to assess compliance. 
D)  anticipate and analyze social and economic changes. 
E)  evaluate an organization's external performance. 
A)  act as primary communication agent. 
B)  influence pricing decisions. 
C)  monitor institutional policies to assess compliance. 
D)  anticipate and analyze social and economic changes. 
E)  evaluate an organization's external performance.

Question 5

"To provide the best health care for our patients at a reasonable cost" is an example of

Accepted Answer

A)  a vision statement. 
B)  a strategic plan. 
C)  a corporate objective. 
D)  a mission statement. 
E)  a marketing strategy. 
A)  a vision statement. 
B)  a strategic plan. 
C)  a corporate objective. 
D)  a mission statement. 
E)  a marketing strategy.

Question 6

Advertising is a controlled medium because

Accepted Answer

A)  an organization determines when and where it will place its message. 
B)  public response can be monitored. 
C)  emotion does not influence message development. 
D)  placement is dependent on budgetary concerns. 
E)  the medium guarantees readership numbers. 
A)  an organization determines when and where it will place its message. 
B)  public response can be monitored. 
C)  emotion does not influence message development. 
D)  placement is dependent on budgetary concerns. 
E)  the medium guarantees readership numbers.

Question 7

As part of a new product launch Quaker offers a coupon for a free box of cereal on its website. This is an example of a(n) _____________ strategy.

Accepted Answer

A)  advertising. 
B)  public relations. 
C)  product placement. 
D)  publicity stunt. 
E)  promotion. 
A)  advertising. 
B)  public relations. 
C)  product placement. 
D)  publicity stunt. 
E)  promotion.

Question 8

On the back of the Bravo laundry detergent package, the manufacturer has published a list of cancer warning signs. Which level of persuasion would this message illustrate?

Accepted Answer

A)  raising awareness. 
B)  increasing knowledge. 
C)  ensuring acceptance. 
D)  changing attitude. 
E)  changing values. 
A)  raising awareness. 
B)  increasing knowledge. 
C)  ensuring acceptance. 
D)  changing attitude. 
E)  changing values.

Which of the following would not be included in the job description of a marketing executive:

University officials are notified that one of their students has just checked into the hospital and been diagnosed with a contagious form of meningitis. In this crisis, primary publics would include:

A laundry detergent manufacturer is exploring the possibility of contributing a percentage of its profits on one of its top-selling brands, Bravo, to cancer research. This cause marketing strategy will require one of the following:

Which of the following would not be a function of public relations:

"To provide the best health care for our patients at a reasonable cost" is an example of

Advertising is a controlled medium because

As part of a new product launch Quaker offers a coupon for a free box of cereal on its website. This is an example of a(n) _____________ strategy.

On the back of the Bravo laundry detergent package, the manufacturer has published a list of cancer warning signs. Which level of persuasion would this message illustrate?

The Building Blocks of Communication

The Complex World of the Sender

Knowing the Receivers of Your Messages

Breaking Through the Noise

Communication Channels

Business Communication, Public Relations and Integrated Marketing Communication

Internal Communications: Messaging Within Your Company

The Importance of Effective Communication in the Workplace

Issues of Organizational Leadership

Global Communication Expands

Communication in the New Management World

Emerging Issues Affecting Communication Strategy

New Focus on Responsible Communication

Looking Ahead

Filters

Exam 7: External Communication: Messaging to Your Publics

Which of the following would not be included in the job description of a marketing executive:

University officials are notified that one of their students has just checked into the hospital and been diagnosed with a contagious form of meningitis. In this crisis, primary publics would include:

A laundry detergent manufacturer is exploring the possibility of contributing a percentage of its profits on one of its top-selling brands, Bravo, to cancer research. This cause marketing strategy will require one of the following:

Which of the following would not be a function of public relations:

"To provide the best health care for our patients at a reasonable cost" is an example of

Advertising is a controlled medium because

As part of a new product launch Quaker offers a coupon for a free box of cereal on its website. This is an example of a(n) _____________ strategy.

On the back of the Bravo laundry detergent package, the manufacturer has published a list of cancer warning signs. Which level of persuasion would this message illustrate?

The Building Blocks of Communication

The Complex World of the Sender

Knowing the Receivers of Your Messages

Breaking Through the Noise

Communication Channels

Business Communication, Public Relations and Integrated Marketing Communication

Internal Communications: Messaging Within Your Company

The Importance of Effective Communication in the Workplace

Issues of Organizational Leadership

Global Communication Expands

Communication in the New Management World

Emerging Issues Affecting Communication Strategy

New Focus on Responsible Communication

Looking Ahead

Filters