Which of the following statements is FALSE concerning comparative advertising?
a. Comparative advertising generates fewer purchases than noncomparative ads.
b. Comparative advertising is better than noncomparative ads in enhancing brand name recall.
c. Comparative advertising is seen as somewhat less believable than non-comparative advertising.
d. Comparative advertising generates stronger intentions to purchase the sponsored brand.
e. Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands.
Question 2Which of the following is a lifestyle characteristic?
a. Social class
b. Interests
c. Attitudes
d. Home ownership
e. Age
Question 3You are the public relations manager for a manufacturing plant that has been the chief employer in a town of 100,000 people for the past 40 years. However, rumors are running rampant that the plant is considering moving to a state with more favorable labor and tax laws. Although the plant had investigated the possibilities of doing just that, it has decided against it.
Declare your overall strategy and then how and why you would use four of the following five tools in a public relations effort for the plant: press releases, feature stories, company newsletters, press conferences, and sponsored events. Also, identify any potential positives and negatives associated with each tool.
Question 4Guidelines for a good promotional email include:
a. using spiders and other anonymous email address collection techniques.
b. sending unsolicited e-mail.
c. Preheaders reinstating and reinforcing the offer
Question 5Comparative advertising ____.
a. is less effective than non-comparative ads in enhancing brand name recall
b. is perceived as somewhat more believable than non-comparative advertising
c. generates more purchases than noncomparative ads
d. generates less favorable attitudes toward the sponsoring brand
e. all of the above
Question 6A common use of demographic and socioeconomic data in marketing is
a. delineating market segments.
b. investigating intentions to purchase.
c. relating attitudes to opinions.
d. discovering motivations.
e. determining brand awareness.
Question 7The book lists six main objectives of public relations efforts. List four of these objectives. Then, give an example of how a company that sells a product you purchase or provides a service you use could try to achieve each of the four objectives.
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