Adv Chp 16 Review

A company would most likely use an advertorial to A. raise funds. B. clarify a trademark. C. change public opinion. D. promote a new product. E. attract employment applications.

C. change public opinion

_____ advertising is used to communicate a company's views on issues that affect society or business. A. Advocacy B. Social C. Philanthropic D. Environmental E. Cause

A. advocacy

Which of the following is not one of the primary goals of public relations? A. maintaining a positive reputation B. building goodwill with publics C. integrating sales promotions D. improving public opinion E. responding to inquiries

C. integrating sales promotions

Which term refers to the management function that focuses on the communications that organizations have with other groups for the purpose of creating mutual goodwill? A. human resources management B. image management C. public relations D. corporate identity advertising E. relationship management

C. public relations

Public relations practitioners often engage in speechwriting

true

The term public relations is widely misunderstood and misused because its scope is so broad

true

When a company is confronted with a crisis management situation, it should A. actively cooperate with authorities in the investigation. B. accept political assistance to minimize the entire issue. C. always have the CEO address the media and the public. D. avoid contacting large media organizations. E. continue with normal promotions

A. actively cooperate with authorities in the investigation

What is the most likely reason that public relations communications are viewed as more credible than advertising messages? A. Many public relations communications are in the form of news articles or features stories. B. All public relations communications are verified and researched by independent agencies. C. Most public relations communications are openly sponsored and paid for by large firms. D. Public relations communications are limited to non-profit organizations. E. Public relations communications are highly specific.

A. many public relations communications are in the form of news articles or features stories

Which of the following would most likely be used by the public relations staff of a firm to provide information to employees about meetings, construction plans, or new equipment? A. an exhibit B. a bulletin board C. viral marketing D. a news release E. venue marketing

B. a bulletin board

After the massive oil spill in the Gulf of Mexico, British Petroleum's main focus was _____ in order to mitigate the public and political fall out. A. negative publicity coercion B. crisis management C. marketing public relations D. manipulative communications E. image reduction

B. crisis management

_____ refers to persuading government officials to promote administrative action or legislation in the interest of the client. A. Persuasive communication B. Lobbying C. Informative communication D. Consumerism E. Press gentry

B. lobbying

Paul Mitchell's marketing campaign runs a variety of ads that all feature a pink rabbit and read "NO ANIMAL TESTING." Paul Mitchell is practicing A. societal marketing. B. philanthropy. C. ambush marketing. D. cause marketing. E. venue marketing

D. cause marketing

Which of the following terms refers to a magazine published online or sent by e-mail? A. corporate blog B. news release C. media kit D. e-zine E. bulletin

D. e-zine

A four-page article in Pallet Enterprise, a trade journal for the pallet and container industry, about the success of Jisco, a Korean nail company, would most likely be an example of a A. promotional message. B. pro bono message. C. communications organ. D. feature article. E. house bulletin

D. feature article

A company website that provides public relations and investor information about the company is known as a(n) A. blog. B. e-zine. C. intranet. D. online newsroom. E. social media posts.

D. online newsroom

Press agentry refers to the A. act of publishing a publicity piece. B. reciprocal arrangement established between publicists and the press. C. gathering of marketing research to determine the best public relations strategy. D. planning of activities and the staging of events to attract attention and generate publicity. E. maintenance of good relationships with the people who control what does and does not get media coverage.

D. planning of activities and the staging of events to attract attention and generate publicity

_____ is the generation of news about a product, person, or service that appears in broadcast or print media. A. Public relations B. Opinion sampling C. Reactive news management D. Publicity E. Communications distribution

D. publicity

_____ is a long-term strategic process to managing the standing of the firm with various publics. A. Integrated marketing communications B. Marketing public relations C. Opinion sampling D. Reputation management E. Positioning

D. reputation management

Starbucks, The Body Shop, and Walmart are examples of companies that have conducted brand building primarily through A. mass media advertising. B. image management. C. corporate blogging. D. social media. E. publicity

E. publicity

How do companies benefit from sponsorships? A. There is little clutter associated with co-sponsorships. B. Sole sponsorships are inexpensive. C. It is relatively easy to gauge the effectiveness of a sponsorship. D. Sponsorship effects are easily separated from the effects of promotions. E. Sponsorships can rapidly convert fan loyalty into sales

E. sponsorships can rapidly convert fan loyalty into sales

A media kit is the most widely used public relations tool

false

Ambush marketing involves an official event sponsor placing its logos in all areas of a stadium

false

Both advertising and public relations objectives can be carefully placed to achieve and measure specific reach and frequency objectives

false

Corporate advertising is a much narrower category of advertising than public relations advertising.

false

Most modern companies are public relations oriented since their main focus is on the bottom-line

false

A Los Angeles article about Facebook pledging to end racial exclusion in some ads is an example of publicity.

true

A house organ is a publication about happenings and policies at the company

true

An event that is suitable for sponsorship should evoke a key attribute of the product sold by the sponsoring company.

true

Most public relations people engage in press agentry

true

When CenturyLink acquired Qwest, the company ran a series of ads stating "Qwest is now CenturyLink." This is an example of corporate identity advertising

true

You are likely to find feature articles in trade journals

true

What is the first function performed by a public relations professional? A. develop a crisis-management plan B. develop press releases for all conceivable events C. differentiate the company from others in the industry D. plan and execute the company's public relations program E. convince the organization's publics of the company's value

D. plan and execute the company's public relations program

When Netflix instituted price increases and tried to pitch them as a benefit, consumers saw through the line and the press provided the company with plenty of _____, though most of it was around the unplanned message that Netflix was trying to dupe customers as it raised prices. A. public announcements B. proactive news management C. reactive news management D. publicity E. communications distribution

D. publicity

_____ is a partnership between a for-profit company and a nonprofit organization, which increases the company's sales while raising money and visibility for the organization's mission. A. Sponsorship B. Ambush marketing C. Venue marketing D. Social networking E. Cause marketing

E. cause marketing

Hudson Hardware was recently purchased by Colony Home Improvement Warehouse. Which type of advertising would most likely help Colony Home Improvement Warehouse introduce itself to Hudson Hardware's customers who are unfamiliar with the Colony Home Improvement Warehouse name and logo? A. image advertising B. advocacy advertising C. umbrella advertising D. recruitment advertising E. corporate identity advertising

E. corporate identity advertising

Karen Pryor Clicker Training sends out a regular newsletter that has tips on dog training, promoting a dog training business, news, and essays. Which of the following best describes the publication? A. promotional announcement B. corporate blog C. media bulletin D. feature article E. house organ

E. house organ

Which of the following terms refers to internal and external publications such as stockholder reports, newsletters, and dealer publications? A. promotional announcement B. corporate blog C. media bulletin D. feature article E. house organ

E. house organ

A _____ is one or more printed or electronic pages of information issued to generate publicity or shed light on a subject of interest. A. feature article B. house organ C. press bulletin D. media announcement E. news release

E. news release

Along with its ad campaign to improve the relationship of the Raiders with the citizens of Oakland, the football team's agency issued a ____, which contained pictures and biographical data of all the players, quotes from fans, ticket prices, special promotions that would be held throughout the season, and a story about how wrong the Raiders had been to move to Los Angeles. A. promotional announcement B. communications bulletin C. public relations package D. publicity system E. press kit

E. press kit

Which of the following statements about publicity is true? A. Publicity is completely free. B. All publicity is good for the company being publicized. C. Publicity need not be newsworthy to be effective or to attract media attention. D. When publicity is run, the media bills the organization for the space or time. E. Publicity has a good return on investment compared to other communications activities

E. publicity has a good return on investment compared to other communications activities

Which of the following statements is true about video news releases (VNRs)? A. Video news releases are always developed and produced by outside agencies to prevent bias. B. Video news releases are offered to local and national TV stations for a nominal fee. C. Sometimes video news releases are criticized because they are too short. D. Often video news releases are developed by the station's news staff. E. Video news releases are sometimes viewed as subtle commercials

E. video news releases are sometimes viewed as subtle commercials

Paparazzi may be the scourge of Hollywood stars, but Fraser Ross appreciates the mob of photographers. Ross, owner of the celebrity-friendly L.A. boutique Kitson, said paparazzi shots of stars like Halle Berry shopping at his Robertson Boulevard store have helped to triple sales in the past year. Kitson is benefiting from A. publicity. B. proactive news management. C. reactive news management. D. public relations. E. communications distribution

A. publicity

_____ are an organization's employees, customers, stockholders, competitors, suppliers, legislators, or the community in which the organization resides that it wants develop and maintain goodwill with. A. Publics B. Distributors C. Stockholders D. Feedback base E. Cause marketers

A. publics

When Martha Stewart was sentenced to prison for insider-trading, her company Martha Stewart Living Omnimedia Inc. most likely engaged in _____ to minimize damage to the organization. A. press agentry B. crisis management C. marketing public relations D. manipulative communications E. integrated marketing communications

B. crisis management

What is the most likely reason for the term public relations 2.0? A. growth of new publics due to globalization B. impact of social media on public relations activities C. development of new public relations guidelines D. increased use of IMC programs E. demand for more public relations oversight

B. impact of social media on public relations activities

In order to gauge attitudes about reports that its beef was barely meat, Taco Bell encouraged consumers to call a toll-free phone line and leave feedback. Taco Bell used _____ to measure public attitude. A. crisis management scaling B. opinion sampling C. reputation management D. random block designs E. positive publicity

B. opinion sampling

When companies sponsor stadiums and buildings, such as Chase Field in Pheonix, Arizona, or the Capitol Federal Hall at the University of Kansas-Lawrence, it is an example of A. reputation marketing. B. venue marketing. C. guerrilla marketing. D. corporate hegemony. E. reactive marketing

B. venue marketing

Which of the following is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack? A. venue marketing B. reputation marketing C. guerrilla marketing D. ambush marketing E. reactive marketing

B. venue marketing

The best way to evaluate the results of sponsoring a marathon is by A. counting the number of people who attended the event and assuming they were all exposed to the company's name. B. counting the total number of advertisers participating in the event and dividing by the length of the event. C. measuring spending equivalencies between free media exposure and comparable advertising space or time. D. taking a survey of event attendees and asking if they recall seeing the company's name. E. calculating the cost per thousand of putting up billboards across the entire marathon area.

C. measuring spending equivalencies between free media exposure and comparable advertising space or time

A(n) _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with the property. A. entertainment marketing event B. philanthropic event C. sponsorship D. advocacy advertising piece E. ambush marketing event

C. sponsorship

Carlson Hotels Worldwide is one of the world's leading hotel companies with five brands spanning luxury to economy, including Radisson Hotels and Country Inns. In the first advertising campaign for Carlson Hotels, its commitment to service was extolled and a loyalty program that allowed guests to earn redeemable points when they stayed at any Carlson Hotel was introduced. This is an example of _____ type of corporate advertising. A. cause-related marketing B. self-promotion C. umbrella advertising D. advocacy advertising E. recruitment advertising

C. umbrella advertising

When writing a news release, you should A. focus on delivering soft news. B. use narrow margins and single-space the text. C. write a headline that signals the key facts of the story. D. provide all of the information that may be useful because length is not an issue. E. place the most important information toward the end, so that it is easier for the reader to remember

C. write a headline that signals the key facts of the story

The key to effective public relations is running a short campaign that focuses on consumers as buyers

false

According to Johnson & Johnson, which of the following is the best strategy in the event of a disaster like the Tylenol poisonings? A. be open and candid B. refuse to talk to all media representatives C. select one media representative and give that person exclusive rights to the story D. use the federal government's public relations experts E. don't answer any questions until all the facts about the incident are known

A. be open and candid

Public affairs usually requires a specialist to deal with elected officials and community groups.

true

The goal of _____ is to develop a dialog between the company and the community. A. community involvement B. corporate advertising C. advocacy advertising D. lobbying E. advertorials

A. community involvement

Unlike advertising, public relations activities are A. highly credible. B. easy to quantify. C. extremely precise. D. memorable due to repetition. E. able to gain specific reach objectives

A. highly credible

North Western Energy employs a full-time government relations specialist who works to get members of the government to support or oppose energy projects in the company's service area. One of the specialist's main roles lately has been to speak against solar energy to members of state government. This government relations specialist is engaged in A. lobbying. B. reputation management. C. crisis management. D. consumerism. E. press agentry.

A. lobbying

_____ is support of a cause without any commercial incentive. A. Community involvement B. Philanthropy C. Ambush marketing D. Sponsorship E. Venue marketing

B. philanthropy

_____ is a promotional strategy non-sponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors. A. Proactive sponsorship B. Viral promotion C. Venue promotion D. Ambush marketing E. Reactive sponsorship

D. ambush marketing

Which of the following is the most widely used public relations tool? A. a data warehouse B. a press kit C. a trade show D. a house organ E. a press release

E. a press release

The primary media used for corporate advertising are trade journals

false

Venue marketing has had little influence on sports marketing because most professional sports teams prefer to retain ownership of their stadiums.

false

Public relations departments often produce video new releases (VNRs) to highlight corporate news and then provide them free to TV stations, which may air them without disclosing where they came from.

true

Some events have so many sponsors that getting one marketer's message through is extremely difficult, a problem known in advertising as clutter

true

Most public relations professionals consider marketing the umbrella process that companies use to determine what goods the market needs and how to distribute and sell them

false

Studies show that very few Americans approve of corporate sponsorship in the area of professional sports.

false

The goal of community involvement is to develop a crisis management plan that incorporates all shareholders

false

Recruitment advertising is a form of corporate advertising.

true

Cause marketing occurs when a company such as Avon donates part of its profits to breast cancer research

true

Public relations efforts are used to rally public support and respond to inquiries

true

Most advertising practitioners view public relations as a(n) A. marketing tool to promote sales of the company's products or services. B. communication function that is essential during times of bad publicity. C. umbrella process for managing relationships with company stakeholders. D. activity used in combination with other types of sales promotion efforts. E. task that can be performed only by a professional public relations expert

A. marketing tool to promote sales of the company's products or services

In 2016, oil companies spent over $88 million on ______ efforts designed to encourage members of the government to support the Dakota Access Pipeline and legislation related to other oil and gas projects. A. consumerism B. public relations advertising C. ambush marketing D. lobbying E. cause marketing

D. lobbying

When public relations activities are used for marketing purposes, the process is called A. relationship marketing. B. corporate promotion. C. ambush marketing. D. marketing public relations. E. joint promotion

D. marketing public relations

Which type of sponsorship is most common in North America? A. annual events B. entertainment C. causes D. sports E. arts

D. sports

The Rocks Build Our World program of the National Asphalt Pavement Association (NAPA) includes both group tours of the company's corporate office facility and classroom visits targeted to fourth graders. The classroom visits start with some basic information on geology, mining methods, and the uses of minerals in everyday life. This is an example of A. press agentry. B. sales promotion. C. community involvement. D. societal advertising. E. advocacy advertising.

C. community involvement

Reputation management A. is a subset of promotional planning. B. produces a short-term change in public opinion. C. includes both publicity and press agentry. D. is a tactic rather than a communication strategy. E. is a component of crisis communications management

C. includes both publicity and press agentry

A _____ supports the publicity of special events such as press conferences, grand openings, and trade shows. It includes a basic fact sheet of information about the event, a program or schedule of activities, and a list of the participants and their biographical data. A. feature article B. house organ C. media kit D. news release E. e-zine

C. media kit

In his job in the PR department of GLB Manufacturing, Tyrone communicates frequently with state officials, local community groups, and federal regulatory agencies. Tyrone is most likely a(n) A. press agent. B. corporate blogger. C. public affairs specialist. D. crisis management expert. E. organizational fundraiser

C. public affairs specialist

When ExxonMobil, a company that has been accused of environmental insensitivity, runs an ad that highlights its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund, ExxonMobil is most likely engaged in _____ advertising. A. corporate identity B. recruitment C. public relations D. public affairs E. umbrella

C. public relations