MKTG Ch 16

When a company is confronted with a crisis management situation it should:

Actively cooperate with authorities in the investigation

How does advertising differ form Public Relations

Advertising reaches it audience through media the advertiser pays for and public relations does not

If you want to strike a chord with American young children, bring up the topic of college tuition costs. ExxonMobil is one marketer that has tapped this market by joining Upromise, a company that channels rebates into college-saving accounts. In support of its alliance with Upromise, Exxon has sponsored an editorial about the importance of saving for college in both The Washington Post and The New York Times. These editorials are correctly called:

Advertorials

_____ advertising by corporations and industries in the U.S. can be traced to 1908, the year AT&T launched a newspaper ad campaign to educate the public on the virtues of a private monopoly.

Advocacy

Ansett Airlines sued Qantas Airways, a rival Australian carrier, claiming that it engaged in _____ that was detrimental to Ansett's image as an official sponsor of the Olympic Games. Qantas ran ads in The Sydney Morning Herald and The Age newspapers featuring Australian runner Cathy Freeman and the words 'Sydney 2000', 'Olympic Games and the new millennium' and 'The Spirit of Australia Qantas'. Located in close proximity to these slogans was the Olympic logo.

Ambush Marketing

_____ 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.

Ambush Marketing

How do advertising practitioners view Public Relations?

As a tool of marketing to be used to promote sales of the company's products or services

According to Johnson & Johnson, what is the best action to take in the event of a disaster like the Tylenol poisonings?

Be open and candid

A media kit is the most widely used PR tool

False

Ambush marketing occurs when a company's name is on the stadium in which the event sponsored by it is occuring

False

Both advertising and PR objectives can be carefully placed to achieve particular reach and frequency objectives

False

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

False

One of the benefits with co-sponsorship is the absence of clutter

False

Public relations professionals see marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them

False

The primary media used for corporate advertising are trade journals.

False

Venue marketing is having a relatively small amount of influences on sports marketing

False

the goal of community involvement is to create a positive corporate image

False

to date, most companies are PR oriented since their main focus is on the bottom-line

False

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:

Feature Article

One of the goals of public relations (PR) is to develop and maintain:

Goodwill with most, If not ALL, of its publics

One of the main advantages of public relations is that:

Highly Credible

A _____ is a company publication that can be used to promote goodwill, increase sales or mold public opinion.

House Organ

A_____ is a publication about happenings and policies at the company that may take the form of a newsletter, tabloid-size newspaper, magazine, or even a periodic e-zine.

House Organ

An example of a _____ is the Avalon Hill General, which has no outside advertising (usually a major portion of a magazine's budget). It features news, strategy articles, variants and essays on game design—all about Avalon Hill games.

House Organ

Along with its ad campaign to improve the relationship of the Raiders and 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.

Press Kit

What is the most widely used PR tool?

Press relaese

When ExxonMobil, a company that has been accused of being insensitive to the environment, runs an ad that demonstrated its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund, it engaged in _____ advertising.

Public Relations

Call in Europe, a new international phone company, threw a party at a New York nightclub. It drew 70 reporters from outlets like Financial Times, the New York Times, ABC News and PC magazine. The telecom hoped to garner press for its 39-cent-per-minute rate for calls from France to the U.S. So it plied its guests with drinks and hors d'oeuvre. Each reporter was handed a Motorola MotoFone and SIM card. What did it get for the $50,000 it paid for this shindig? Not a single column inch of copy. And fewer than 10 percent of the reporters activated the free cell-phone service by the January 31 deadline. In this case the _____ activity did not produce the desired results.

Public relations

Coca-Cola monitors any Web sites in which it is mentioned. Some of these Web sites do contain communications that is malicious and some of their information is wrong. When such a site is discovered, Coca-Cola has its _____ personnel respond to set the record straight without using legal jargon or highly technical communication

Public relations

______ is the promotional function that focuses on the relationships and communications those individuals and organizations have with other groups

Public relations

In 2008, Airborne products, which have been marketed as a "cold buster" product designed to ward off colds if taken early enough, agreed to settle a class action lawsuit over false advertising for $23.3 million. As part of the settlement, Airborne took out advertisements in top publications explaining how people can obtain the refund. In addition, the company has developed advertising campaigns based around its "thousands of satisfied customers" in order to improve its public image. Application a result of the lawsuit, Airborne will need to engage in:

Public relations Advertising

Mashti Malone's Ice Cream Shop's ice cream flavors Mashti and Mehdi Shirvani are made up of ingredients like rosewater, orange blossom and ginger. The California-shop never advertised as its co-owners were happy with word-of-mouth. But when the Food Network got a whiff of its exotic delights and decided to run a piece on the ice cream shop, its sales quadrupled. The Food Network provided _____ for the ice cream shop.

Publicity

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:

Publicity

_____ is the generation of news about a product, person or service that appears in broadcast or print media.

Publicity

Which of the following statements about publicity is true

Publicity is usually thought of as "free".

Call in Europe, a new international phone company, threw a party at a New York nightclub. It drew 70 reporters from outlets like Financial Times, the New York Times, ABC News and PC magazine. The company hoped to garner press for its 39-cent-per-minute rate for calls from France to the U.S. So it plied its guests with drinks and hors d'oeuvre. Each reporter was handed a Motorola MotoFone and SIM card. What did it get for the $50,000 it paid for this shindig? Not a single column inch of copy. And fewer than 10 percent of the reporters activated the free cell-phone service by the January 31 deadline. The reporters even though did not respond as hoped are still one of the phone company's:

Publics

When Ringling's star animal trainer, Mark Oliver Gebel, was accused by two animal rights activists of abusing an elephant in his care, the world-renowned Ringling Bros. Circus decided the time had come to take a stand. The circus management immediately decided that the use of the criminal justice system to target Gebel as part of a campaign against using animals in entertainment represented a new low. The circus instituted long-term _____ to let circus-goers know that their animals were well-treated.

Reputation Managment

When a news item on cable television misrepresented the FedEx's earnings and suggested that FedEx was not meeting Wall Street's expectations, FedEx's stock dropped by nearly two dollars. Most companies deal with such coverage by demanding a correction the next day. A proactive way of dealing with such false statements and the way that impact a company is:

Reputation managment

Baseball Commissioner Allan H. (Bud) Selig authorized an investigation into alleged steroid use by Major League Baseball players. The scandal, which revolved around certain baseball superstars enhancing their abilities with the illegal substance, necessitated MLB's need for _____ as a way to maintain its popularity with fans

Reputation mangament

Which of the following statements describes a benefit of sponsorship?

Sponsorships can rapidly convert fan loyalty into sales.

Which of the following describes one method that can be used to effectively measure the results from sponsoring a marathon?

To measure spending equivalencies between free media exposure and comparable advertising space or time.

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

True

A video news release is prepared by the company and offered free to television stations

True

An article about how fashion retailer Vanity Stores has launched a text messaging based sweepstakes to promote singer and actress Mandy Moore's new album is an example of publicity

True

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

True

Cause marketing occurs when Avon donates part of its profits to breast cancer research.

True

Corporate identity advertising is used when a company changes its name or it logo.

True

Most public relations people engage in a press agentry

True

One main benefit of sponsorship is that it is widely accepted by the public

True

PR practitioners often engage in speechwriting

True

Public affairs usually requires a specalist

True

Public relations efforts may rally public support, obtain public understanding, or simply respond to inquires

True

Recruitment advertising is a form of corporate advertising

True

The term Public relations is widely misunderstood and misused

True

Well executed Public relations are an ongoing process

True

you are likely to find feature articles in trade journals

True

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 what type of corporate advertising?

Umbrella Advertising

Which of the following statements about publicity is true?

Unintentional publicity is an unplanned message.

Which of the following statements is true about video news releases (VNRs)

VNRs are somewhat controversial.

The Rome Braves, a Minor League Baseball team, plays its home games in State Mutual Stadium, named for and sponsored by the insurance company. This is an example of:

Venue Marketing

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium or racetrack.

Venue Marketing

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.

sponsorship

When writing a news release, you should:

write a headline that signals the key facts or issue of the story.

Press agentry refers to the:

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

In its 2008, Jiffy Lube began a marketing campaign which encouraged women to focus on their cardiovascular health. Jiffy Lube's "Maintenance Partners for Life" combines the concepts of maintaining heart and vehicle health, while seeking to raise $1 million in support of the American Heart Association's current "Go Red for Women" campaign. Jiffy Lube is engaging in:

Cause Marketing

_____ is a partnership between a for-profit company and a non-profit company, which increases the company's sales while raising money and visibility of the organization's cause.

Cause Marketing

The Rocks Build Our World program of 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:

Community involvment

At the turn of the millennium, Slim-Fast was a leading weight-loss brand with a catchy name and heralded by celebrity endorsements. Then in 2004, comedienne Whoopi Goldberg, the then its spokeswoman, made some very derogatory remarks about President Bush at a New York City Democratic party fund-raiser. This speech produced negative publicity for Goldberg and the company she represented. The makers of Slim-Fast found it necessary to use _____ to restore its tarnished image.

Crisis Managment

In 2003, the Boston Catholic diocese reported an annual deficit of $10 million in the fund, which covers administrative costs and other centralized spending in the archdiocese. Later, the Boston Globe reported the deficit was actually $20 million. Then the diocese reported an unfunded pension liability of $80 million. The financial problems, a decline in the number of priests and demographic trends that were emptying out a lot of the urban parishes and overfilling some of the suburban parishes, required the Boston

Crisis Mangment

Reputation management:

Includes publicity and press agentry

In 2007, the pharmaceutical industry paid almost $187 million to inform government officials about their products and to persuade them to support or thwart action or legislation affecting them. What is the term used to describe these interactions between the industry and government officials?

Lobbying

The Florida Swimming Pool Association hired a full-time government relations specialist whose job will be to support or thwart legislation that affect the association's members. One of the specialist's first jobs was to deal with a proposed law requiring hard-wire alarm systems in all pools. This government relations specialist will be engaged in:

Lobbying

_____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client

Lobbying

When public relations activities are used for marketing purposes, the process is called:

Marketing public relations (MPR)

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.

Media Kit

A _____ is one or more typewritten sheets of information issued to generate publicity or shed light on a subject of interest.

News release

To be picked up by the media, publicity must be:

Newsworty

To gauge consumer responses to the admission by Jack-in-the-Box fast food restaurant chain that it failed to heed a Washington state health department rule change that could have prevented a serious food-poisoning, Jane, a PR practitioner at Jack-in-the-box, spoke to people on the street about their feelings about the chain and what had occurred. In other words, Jack-in-the-Box used:

Opinion spampling

____ is the support of a cause without any commercial incentive

Philanthropy

What is the first function preformed by the public relations professional?

Plan and execute the company's public relations program

The goal of _____ is to develop a dialog between the company and the community.

community involvement