WSU COMM2011 WK 2

What's a disadvantage of Public Relations?

• It's expensive

• You can't control the message

• You can annoy customers

• It's one-way communication

When should you use Advertising? [CHOOSE ALL THAT APPLY]

• When you want to reach a lot of people

• When you want to build strong relationships

• When you want to repeat the message many times

• When you want to work with journalists

When should you use Personal Selling?

• When you want good publicity

• When you want to appear on the media frequently

• When you want a close relationship with each customer

• When you want to work with a celebrity

Which of these IS NOT Sales Promotion?

• Lucky draw

• Product launch event

• Discounts

• Gift vouchers

When should you use PR? [CHOOSE ALL THAT APPLY]

• When you want to reach a lot of people

• When you want to build strong relationships with various groups of people

• When you want to repeat the message many times

• When you want to work with key opinion leaders

What kind of resources can a sponsor provide to a sponsee?

• Money

• Network / Relationships

• Products or know-how

• All of the above

An IMC campaign should....[CHOOSE ALL THAT APPLY]

• always include Advertising

• help you achieve the communication goal

• be expensive

• include a seamless mix of tools

Which of these is Direct Marketing?

• You book an advertisement on national TV

• You hold a press release for journalists

• You offer 50% off for every 2nd purchased item

• You call a potential customer through a database

Your client wants to achieve credibility through third-party endorsement.

What's the best IMC tool for this?

• Public Relations

• Advertising

• Direct Marketing

• Personal Selling

Your client wants to overcome a company scandal and rebuild their image.

What's the best IMC tool for this?

• Direct Marketing

• Advertising

• Public Relations

• Personal Selling