MKT 410 Ch. 17

Why are educators considered a target audience by firms in the development of a PR program?

They control the flow of information to certain parties.

Companies use ______ to create goodwill with civic and business organizations in their PR programs.

sponsorships

True or false: Consumer boycotts have been successful in affecting the sales of firms in a negative way.

True

True or false: In addition to selling more magazines, the usage of PR programs to target educators lends credibility to a medium.

True

______ is a form of corporate advertising that is dedicated to furthering an organization's overall appearance.

Image advertising

Identify an advantage of publicity.

It offers the perception that the information is highly credible.

Identify an advantage of corporate advertising.

It reaches a select target market.

Identify a true statement about the public relations planning process.

It requires procedures for dealing with problems.

Identify a true statement about the traditional perspective of public relations from the following.

Marketing and public relations are considered separate departments.

Video news releases have come under protest from consumer advocates because of their use without ______.

source disclosure

Companies use which of the following tools in a communication function as part of the PR program?

Interviews

Identify an objective of corporate advertising from the following.

Creating a positive image for a firm

Identify an aspect of publicity that makes it more powerful than other forms of public relations.

It generates a high frequency of exposure.

Which of the following is true about public relations?

It helps develop a positive image for an organization.

Which of the following statements about measuring the effectiveness of a public relations campaign is most accurate?

It helps management assess the effectiveness of PR activities.

______ is an example of a public relations effort undertaken by a firm in a community.

Preserving wetlands

Identify a reason why firms produce annual reports for stockholders and investors.

To outline future plans

An advantage offered by publicity is that it offers a perception of ______.

being endorsed by the media

Corporate advertising involves the promotion of an organization while targeting ______.

both internal and external audiences

People who are not closely associated with an organization are known as its ____ ____

external audiences

In order to find out what investors want to see and how they react after ads are developed, ______ are used.

focus groups

Public relations activities that are designed to support marketing objectives are known as ______.

marketing public relations

Cause-related (Corporate Advertising)

Designed to promote image by linking the company with nonprofits or charities

Identify the advantages of public relations from the following. (Check all that apply.)

- Ability to reach specific groups - Avoidance of clutter - Ability to generate leads

List the steps for developing a public relations plan, with the first step at the top.

- Define public relations problems - Plan and program - Take action and communicate - Evaluate the program

Which of the following are members of internal audiences as defined by PR? (Check all that apply)

- Employees - Stockholders - Those who supply raw materials to the company

Identify reasons why corporate advertising is considered to be controversial. (Check all that apply.)

- It is considered to be a costly form of self-indulgence. - It is not considered a good investment. - The firms using it are assumed to be in trouble.

How does the evaluation of the effectiveness of PR activities benefit the management of a firm? (Check all that apply.)

- Management learns of the achievements of PR activities. - Management receives a quantitative measurement of PR activities.

Identify the methods used to determine the effectiveness of corporate advertising. (Check all that apply.)

- Studies relating corporate advertising and stock prices - Focus groups - Attitude surveys

Which of the following audiences constitute the internal audiences for PR efforts of a firm? (Check all that apply.)

- Suppliers - Customers

Annual reports are designed to do which of the following? (Check all that apply.)

- To generate goodwill - To encourage additional investments

Identify a reason why firms are concerned about public attitudes.

A firm's sales may be affected by public attitudes.

Identify an example of a firm's initiative to undertake a public relations effort in a community.

An oil company being involved in efforts to clean up water supplies

Advocacy (Corporate Advertising)

Designed to promote a position on a particular issue

Image (Corporate Advertising)

Designed to promote corporate identity

Identify a method used by firms to maintain communication with their employees.

Direct mail

Which of the following statements about the three types of corporate advertising-—image, advocacy, and cause-related-—is true?

Each type is geared toward achieving specific goals.

Identify an informal method of communication used by firms to create goodwill with their employees.

Social events

Which of the following helps organizations in implementing their public relations strategies effectively?

The determination of public attitudes

Identify an example of an external audience of a firm.

The public at large

Identify why current customers of a firm are considered internal audiences.

They are already connected with the firm.

Identify a true statement about corporate image ads.

They are often intangible.

Contrary to the understanding of many marketers, publicity is ______ the public relations effort.

a subset of

One of the objectives of image advertising is to ______.

create goodwill

A successful PR effort may result in ______ between a firm and its suppliers or consumers.

greater cooperation

Publicity is known to be more powerful than advertising or sales promotion because it is ______.

highly credible

Skabam is a beverage company that has been working on a new drink it hopes will be an alternative to coffee. To effectively spread the word about the drink before releasing it to the public, Skabam should use ______.

marketing public relations

In the traditional perspective, public relations is seen as a(n) ______ function.

nonmarketing

In order to generate positive public relations, corporate executives serve on the boards of ______.

nonprofit organizations

An advantage of corporate advertising is that it serves as a great mechanism for ______.

positioning a firm

The management function that assesses public attitudes and implements a program of action to earn the understanding and acceptance of the public is traditionally known as ______.

public relations

The creation of news about an individual, commodity, or service that appears in broadcast or print media is known as ____

publicity

Which of the following is one of the most critical external publics, and thus a category that requires careful handling by PR?

the media

A piece of publicity that is produced by publicists so that stations can air it as a news story is known as a(n) ______.

video news release