SBM 154 Marketing: From Product to Profit

Assignment 2 (Chapters 3-5)

Check Your Knowledge

1. Marketing communications is a general term for ways you can “talk” to your market.

True False

2. Public relations helps create an awareness of your company or product.

True False

3. News releases are only one option when it comes to public relations.

True False

4. Advertising and public relations are not a business investment. 

True False

5.  News releases are simple to use and but not very effective.

True False

6. A media mix is a combination of media or marketing communications resources used to fulfill your company’s communication strategy.

True False

7. Direct mail is less expensive per contact than other media. 

True False

8. Many business make the mistake of spending all of the advertising budget on one large ad and expensive graphics or they change graphics too often.

  True False

9. Media cost divided by the  number of qualified prospects it reaches equals cost-per-qualified contact.

True False

10. To win the positioning battle, you must constantly remind your market of your uniqueness.

True False