The generic and preemptive creative strategies are _____ strategies.
a. functionally-oriented
b. symbolically-oriented
c. experientially-oriented
d. category-dominance
e. category-oriented
Question 2Marketing public relations messages should come across as _____.
a. advertisements
b. unbiased reports from journalists
c. special promotions
d. behavior-influencing advertisements
e. journalistic investigations
Question 3_____ strategies do not necessarily use any particular type of appeal to consumers but are designed to achieve an advantage over competitors in the same product category.
a. Symbolically-oriented
b. Functionally-oriented
c. Experientially-oriented
d. Category-dominance
e. Functionally-dominant
Question 4Public relations efforts can be aimed at _____.
a. employees
b. stockholders
c. governments
d. labor groups
e. All of these are correct.
Question 5The unique selling proposition style is a _____ advertising strategy.
a. functionally-oriented
b. symbolically-oriented
c. experientially-oriented
d. category-dominance
e. category-oriented
Question 6_____ is an organizational activity involved with fostering goodwill between a company and its various publics.
a. Advertising
b. Promotion
c. Public relations
d. Personal selling
e. Marketing
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