could occur and the appropriate management response. This is often referred to as
• In order to help anticipate public relations crises it- important to think about the possible events that
communications tool?
Which of the following statements correctly reflects a characteristic of public relations as a marketing
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.
Which of the following factors forms the basis of assessing sponsorship activities through supply-side
methods?
internal stakeholders.
When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with
Total customer satisfaction is measured based on the relationship of
Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the
strategic design of
Which of the following circumstances are best suited for the use of personal selling?
Under which of the following conditions is the frequency the most important factor in media selection?
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.
the market, keeping everyone off balance.
________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across
Companies provide rewards to customers who buy often and in substantial amounts. These reward
schemes are referred to as
________ is finding the most cost-effective media to deliver the desired number and type of exposures to
the target audience.
Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled
chocolates had been placed on the pillows and a flower arrangement on the table. The hotel's actions are
juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that
an example of
An insider trading crisis for an organization is what type of public relations crisis?
________ is based on the premise that marketers can no longer use interruption marketing via mass
media campaigns.
Which of the following benefits is offered by sales promotion tools?
What function does a company's public relations department perform when it promotes understanding of
the organization through internal and external communications?
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 a consumer considers a product or service, he or she will choose whichever product or service
delivers the highest
Which of the following equations accurately describes the total number of exposures (E) of an advertising
message through a given medium?
USA 
India