CH 15
________ consists of activities designed to engage and build good relations with the company's various publics.
Public relations
Which PR tool improves public goodwill by having companies contribute money and time?
Public service activities
__________ advertising is more suitable for mature products.
Reminder
Which PR tool uses news conferences, speeches, brand tours, sponsorships, multimedia presentations, and educational programs?
Special events
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more and more blurred.
When does persuasive advertising become comparative advertising?
When a company directly or indirectly compares its brand to others
Which of the following statements does not accurately reflect PR's role in marketing?
As the use of earned and shared digital content grows rapidly, PR is playing a smaller role in marketing content management.
Which of the following statements about setting an advertising budget is correct?
New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.
Despite its potential strengths, public relations is occasionally described as a marketing stepchild because of all of the following reasons EXCEPT
PR practitioners are interested in customer engagement and relationships
What are the three characteristics that advertising appeals should have?
To be meaningful, to be believable, and to be distinctive
What is the overall objective of advertising in an advertising program?
To help engage customers and build customer relationships
Annual reports, brochures, articles, and company newsletters and magazines are all which type of PR tool?
Written materials
Every great advertising campaign starts with a unique __________.
brand message
Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are all types of ________.
corporate identity materials
The public relations function of ________ is used to work with donors or members of nonprofit organizations to gain financial or volunteer support.
development
The public relations function of ________ is used to build and maintain national or local community relationships.
public affairs
Marketing management must first __________ when developing an advertising program.
set advertising objectives
The ________ execution style shows one or more "typical" people using the product in a normal setting.
slice of life
The reasons for considering public relations, which has a greater impact at a much lower cost than advertising, include
the possibility of stories to be picked up by different media
How much do modern advertisers spend worldwide on measured advertising media?
$563 billion
Which of these entities spends the most money on advertising?
P&G
__________ and __________ are core PR strengths and that plays well into the use of online, mobile, and social media.
Storytelling; engagement