161. If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?
Corporate identity materials
Public service materials
Correct answer: (C) Corporate identity materials
162. If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?
Correct answer: (B) Public relations
163. Two major factors are changing the face of today's communications. One of these factors is the fact that:
Costs of promotion are rising.
Mass markets are fragmented and marketers are shifting away from mass Marketing.
Global communications are not growing rapidly enough.
Marcom managers have achieved more power and control.
Correct answer: (B) Mass markets are fragmented and marketers are shifting away from mass Marketing.
164. ______________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.