COM/BUS 115 Chapter 17 & the Persuaders Review – Flashcards
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Corporate sponsorship is primarily a form of
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cause-related marketing
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Individuals who specialize in investor relations:
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are highly paid
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The ____ is a refusal to buy the product or services of an offending company and has a long history as a widely used publicity tool of the consumer movement.
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Boycott
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What is cause related marketing?
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Collaboration between profit-making companies and not-for-profit organizations to advance a cause and increase sales.
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What is considered the front line of public relations?
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Customer relations
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What is product placement?
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Appearance of a product in TV or movies
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Which of the following is a key social issue in the workplace?
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sexual harassment
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Which of the following is one of the four sponsored event benefits?
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Enhance reputation and image of sponsoring company through association
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Which one of the following is a good example of "cause-related" marketing?
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allocating a percentage of sales to restore the Statue of Liberty
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Yoplait yogurt's support of the breast cancer research (donating 10 cents for each pink Yoplait lid customers send in) is a form of _____.
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cause-related marketing
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What in many respects in the front line of public relations?
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Customer service
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According to PR Week, being proactive is important because
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it allows you to works with groups to achieve solutions, not publicity
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Customer service is considered:
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the "front line" of public relations
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Employees are considered the organization's
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ambassadors
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How should a company tell their employees they are being laid off?
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In person by their supervisor
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Marketing communication refers to:
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supporting the marketing and sales objectives of a business
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Which key factor answers the question, "Will we make a profit?"
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Economic
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An example of corporate philanthropy would be:
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providing uniforms to a little-league baseball team
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Employees are an important public in investor relations largely because of
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stock options and 401 retirement plans
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Ordinary citizens often:
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become distrustful of corporations
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Public relations specialists often work primarily with what department regarding employee communications?
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human resources
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Viral marketing is valuable because it
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enhances or maintains a company's reputation
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A good tip for conducting cause-related marketing is:
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consider causes that appeal to your primary audiences
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An aspect of corporate responsibility that is gaining momentum is
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concern for the environment
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Product recalls:
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test the patience of customers
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The refusal to buy the products or services of an "offending" company is a
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boycott
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Cause-related marketing combines for-profit companies and
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nonprofit organizations
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The definitive benchmark of how buyers feel about products is
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the American Customer Satisfaction Index
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What is the main reason a 30-second TV ad is no longer effective?
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TiVo
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Who developed the term and science the "language of selling"?
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Luntz
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What does the term "Madison & Vine" refer to?
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The merger of advertising and films
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What is "narrowcast"?
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A very directed message to a very small audience
