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222. Today's public relations departments:
223. A good public relations program recognizes that the:
224. Lenora just finished writing a news release regarding a new product developed by her
firm. She intends to e-mail the message to local radio stations and newspapers in hope that they
will find the information newsworthy and run a story about the product. Lenora's efforts
represent the firm's:
225. Consumer research indicates that the public is very concerned about underage drinking.
In response, Texas Brewing Company has created a website providing parents with information
to help avoid underage drinking in their families. The firm also provides materials to retailers to
help train their employees to avoid sales to minors. Publicizing these efforts:
226. Bonnie faces the challenge of developing the promotion mix for a new business. Given
the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability
problem. She realizes that the promotional messages of an unknown firm may be met with
skepticism. Bonnie should consider:
227. The promotional tool that stimulates consumer purchasing and dealer interest by means
of short-term activities, such as trade shows, event sponsorships, and contests, is known as:
228. Effective sales promotion activities target:
229. A __________ allows B2B buyers to see products online 24 hours a day, 365 days a year
without having to leave their office.
230. Which of the following is a consumer sales promotion activity?
231. Which of the following is a B2B sales promotion activity?
232. To generate enthusiasm about a good or service, sales promotion:
233. At a recent sporting event, a local beer distributor gave free beverage mugs to all adults
with a paid admission. This is an example of:
234. Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie
Company. To generate interest for this new product, the company sent a free package of six
cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:
235. Which of the following statements is most accurate?
236. Algonquin Books partnered with Barnes & Noble to offer a unique ________. If you
purchase one of 12 paperback books published by Algonquin, you can choose one of 12 e-Books
for $3 (a much lower price than a regular e-Book). The goal is to increase traffic in bookstores.
237. ___________ encourages people to tell other people about goods or services they have
enjoyed.
238. __________ refers to such tactics as paying people to say good things about a product on
the Internet or setting up multilevel selling schemes that reward people for directing their friends
to a company's website.
239. A _________ is an endorsement from a customer praising a firm's product.
240. The distribution method for audio and video programs online that lets users subscribe to
a number of files or feeds is called a(n):
241. The strategy of directing advertising and sales promotion toward consumers to stimulate
them to request the products from their local retailers is called a:
242. The use of promotional tools to persuade wholesalers and retailers to stock and sell
merchandise represents a:
243. Independent producers can create self-published syndicated shows using:
244. Companies that adopt a pull strategy target their promotional efforts toward:
245. The primary purpose of a pull strategy is to:
246. The primary purpose of a push strategy is to:
247. Slapstick Films advertises their movies on TV programs that their target market of 21-30-
year-olds typically watch. Slapstick Films believes the best way of reaching its customers is
through a ________ strategy.
248. Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center.
However, the company enjoys outstanding business because satisfied customers share their
delightful experiences at Miss Kitty's with their friends and relatives. Miss Kitty's apparently
benefits from positive:
249. Registration in Professor McNick's classes reaches maximum enrollment quickly.
Students register immediately online just to insure their seat in her class. One student summed it
up: "Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit
from:
250. After receiving poor service from her car insurance company, Wendy made her complaints
public by placing them online. This is a form of:
251. Mo's Movies markets DVD and Blu-Ray movies online. The company recently adopted a
new program that offers their current customers free DVDs if they encourage their friends to visit
Mo's Movies' website. This promotional program represents:
