Which of the following is the best method a company can use to determine how many people heard the company's public relations message?
a. Count the number of exposures in the media.
b. Measure changes in product awareness, knowledge, and attitudes resulting from the publicity campaign.
c. Hire a clipping service to collect and send news stories that have been published from the publicity campaign.
d. Request that a television station records its name and the dates when a news item is broadcast.
e. Hire a multimedia tracking service to monitor television and online news stories.
Answer: b. Measure changes in product awareness, knowledge, and attitudes resulting from the publicity campaign.
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Marketing Chapter 17
- Which of the following statements is true of loyalty programs?
- Which of the following statements is true of the interaction between customers and an organization?
- Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
- Promotion tends to
- If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for
- Promotion can help keep prices lower because
- If promotion does not do its job of stimulating demand, then the
- An attempt to create a trend or acceptance of a product through word-of-mouth communication is called
- The use of a pull policy may require heavy expenditures for
- When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy.
- High-priced products usually depend heavily on which promotion mix ingredient?
- If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?
- Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on
- A consumer contest is an example of
- Hunt's decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter.
- When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing
- An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
- All of the following are examples of publicity-based public relations tools except
- Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as
- _____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
- A common form of tactile communication in U.S. business activities is
- Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending.
- As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________ communication to Joachin.
- Kinesic communication is an element in which type of promotional method?
- Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is