An international football player invites the media to hear his decision to retire from professional football. In front of a live audience, he announces his decision and explains his future plans as well. Which of the following public relations tools is illustrated in this scenario

Select one:

a.

Press conference

b.

Press release

c.

Community involvement

d.

Exclusives

e.

Social networking

The first step in the target marketing process is to:

Select one:

a.

develop positioning strategies.

b.

request government approval.

c.

identify markets with unfulfilled needs.

d.

determine whether to use a market segmentation strategy or a mass marketing strategy.

e.

develop new products.

Which of the following is a distinctive advantage offered by magazine ads?

Select one:

a.

Long life span

b.

Low lead time

c.

Higher reach

d.

Greater frequency

e.

Low costs

Which of the following measures of advertising effectiveness through inquiries examines the effectiveness of a medium rather than an ad itself?

Select one:

a.

Running variations of an ad in different copies of the same medium

b.

Running variations of an ad in the same medium

c.

Running the same ad in different media

d.

Running an ad in successive issues of the same medium

e.

Running different ads in the same medium

While some marketers believe that the Internet will eventually replace traditional forms of advertising, others disagree. Which of the following weaknesses of the Internet would support the marketers who disagree?

Select one:

a.

Inability to offer sight and sound

b.

Lack of reliability of research numbers generated

c.

Lack of creative flexibility in creating tailored advertising messages

d.

Inability to provide in-depth information

e.

Lack of sales potential in the business-to-business segment