March 15th

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

a. Corporate advertising

b. Advocacy advertising

c. Advertorialsd. Lobbyinge. 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. twiceb. halfc. one

hundredd. five timese. ten times

3. Which of the following is NOT one of the advantages of Public Relations?

a. Credibilityb. Cost savingsc. 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 soapb. coloring booksc. earthmoving

equipmentd. boxed chocolate

candye. fresh flowers

5. Which of the following is true about our last examA) Next ThursdayB) 8:00 a.m.C) In this roomD) Cover only

material since last exam

E) All of these are TRUE