MKTG 373: quiz 17

true (By reducing overall marketing costs while at the same time delivering meaningful marketing outcomes, MPRs help improve ROI.)

true/false: Marketing public relations helps in improving the overall ROI by reducing overall marketing costs.

true

true/false: Public relations is concerned with people's attitudes toward a firm or specific issues beyond those directed at a product or service.

false (Quite often the means to generate publicity are not in the company's control. Information is not always reported the way the provider wishes it to be.)

true/false: Publicity ensures accuracy of information because the company controls the message.

true

true/false: Survey research involves *quantitatively* assessing consumers' attitudes toward the product or brand.

true (The press, educators, civic and business groups, governments, and the financial community can be *external* audiences.)

true/false: The press forms a part of the *external audience* for all the public relations activities of a manufacturing firm.

digital public relations (Digital PR is an intersection between traditional public relations activities and new activities that incorporate digital marketing functions like SEO, social media, and influencer marketing.)

A new form of public relations has evolved as the intersection between functions like social media and influencer marketing with traditional public relations activities. It is called -digital public relations. -intersecting public relations. -branded public relations. -evolved public relations. -incorporated public relations.

a video news release.

A publicity piece designed to be aired as a news story is known as -digital advertising. -a video on demand. -corporate news advertising. -a video news release. -a news mnemonic.

marketing oriented (In its new role, PR takes on a much broader (and more marketing-oriented) perspective, designed to promote the organization as well as its products and/or services.)

An important function in an IMC program may include public relations for corporate image advertising or publicity management. Public relations is designed to promote the organization as well as products and services; it is less philanthropic and more -brand oriented. -charitable oriented. -nonprofit oriented. -marketing oriented. -advertising oriented.

advocacy advertising (Advocacy advertising is concerned with propagating ideas and elucidating controversial *social issues of public importance* in a manner that supports the interests of a sponsor.)

Auto Inc. has come up with a new series of ads to promote the use of seat belts. It has also invested in various billboards across New York City and Chicago for the same purpose. This campaign is an example of -digital advertising. -an event sponsorship. -a video news release. -advocacy advertising. -transit advertising

by building marketplace excitement before media advertising break

Before shipping its new tablet, Samsung created a great deal of anticipation through public relations. Upon the release of the Samsung tablet, consumers stood waiting in lines for hours to own the next Samsung innovation. In which of the following ways did marketing public relations (MPR) add value to the integrated marketing program? -by creating advertising news where there is no product news -by improving ROI -by providing a value-added customer service -by building marketplace excitement before media advertising breaks -by influencing young influentials

media content analysis

Mary was asked to go through the press releases and other PR activities related to the launch of Pluto Corporation's new phone. She was then asked to determine the trends and perceptions relating to the product. Which of the following methods of measuring the effectiveness of marketing public relations is being employed here? -media content analysis -interviews -Delphi technique -survey research -focus groups

generate more investments (It has become very common for companies to use annual reports for public relations purposes—to generate additional investments, to bring more of their stocks "back home.")

Most companies prepare annual reports to -generate more investments. -use it as a contract between a firm and its suppliers. -induce customers to try the product. -maintain goodwill with their employees. -prove that they are socially conscious.

increased friendliness (Indirect indications of the success of PR efforts may include more customer loyalty, less antagonism, or greater cooperation between the firm and its suppliers or consumers.)

Successful public relations efforts may indirectly lead to -increased animosity between firms and suppliers. -increased friendliness. -lower economies of scale that result in greater profit margins. -reduction in consumer loyalty. -greater antagonism.

employees of the firm (Organizational newsletters, notices on bulletin boards, awards ceremonies and events, direct mail, and annual reports are some of the methods used to communicate with the employees of the firm.)

The bulletin board of Tales and You, a children's publishing company, contained an article that congratulated the organization for achieving 1 million sales and appreciated everyone for their efforts. This piece of public relations targeted the -stockholders. -investors. -firm's suppliers. -employees of the firm. -customers.

It is difficult to tie in slogans and other advertising devices.

Which of the following correctly states a disadvantage associated with marketing public relations (MPRs)? -It is difficult to tie in slogans and other advertising devices. -It is a costly method of reaching the target audience. -It does help in achieving credibility. -It does not help in generating ROI. -It results in media clutter.

creating a positive image for the firm (Corporate advertising may be designed with two goals in mind: (1) creating a positive image for the firm and (2) communicating the organization's views on social, business, and environmental issues)

Which of the following is an objective of corporate advertising? -creating a positive image for the firm -making consumers aware of the services offered by the company -increasing sales of a specific product -creating effective sales promotions -using social media to increase brand awareness

Publicity is a short-term strategy, unlike public relations (Publicity is typically a short-term strategy, while public relations is a concerted program extending over a period of time.)

Which of the following statements is true of PR and publicity? -Publicity is a short-term strategy, unlike public relations. -Publicity and public relations are synonymous. -Publicity, unlike public relations, is always under the control of the organization. -Public relations typically generates negative attitudes toward a company. -Public relations is a subset of publicity.

It can make or break a product or even a company (One of the factors that most sets off publicity from the other program elements is the sheer power this form of communication can generate)

Which of the following statements is true of publicity? -It can make or break a product or even a company. -It is always perceived as being sponsored by the company. -Its information cannot be perceived as endorsed by the medium in which it appears. -It is a less powerful tool of public relations. -It is a less credible form of sales promotion.

corporate advertising

______ _______: Advertising designed to promote overall awareness of a company or enhance its image among a target audience -an extension of the PR function; does not promote any one specific product or service -one of the more controversial forms of advertising