17
Public relations is designed to provide only positive information about the firm.
True
Public relations process is an ongoing process.
True
Publicity is a short-term strategy
True
Publicity, public relations, and corporate advertising all are integral parts of the overall promotional effort.
True
The new role of public relations (PR) is more marketing - oriented when compared to its traditional role.
True
Public relations activities that are designed to support marketing objectives are known as:
...
_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.
A. Public relations
The fact that the media are not being compensated for providing the information makes it a credible source amongst the public.
TRUE
To be used by the press, information must be of interest to the medium as well as to its audience.
TRUE
Which of the following statements is true about public relations?
D. An effective public relations program continues over months or even years
Public relations messages are not subject to the clutter of ads
TRUE
In the traditional perspective, public relations is viewed as a(n) _____ function whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics.
D. nonmarketing
Publicity information may be perceived as endorsed by the medium in which it appears.
TRUE
The new role of public relations is one characterized by:
E. a broader, more marketing-oriented role.
Publicity is usually perceived as being sponsored by the company.
FALSE
Corporate advertising is designed to promote the main product or service of a company.
False
One main advantage of marketing public relations is that media time and space are guaranteed.
False
Public relations is a part of publicity efforts.
False
Public relations is always positive while publicity is always negative
False
Public relations is limited to business management.
False
The relative costs of public relations is very high.
False
This thing called 'image' is unidimensional
False
) In most organizations, publicity forms a part of the public relations department
TRUE
Public relations is usually controlled by the firm or its agent.
TRUE
Ads themselves can be the focus of publicity
True
Consumers, generally, do not seem very interested in corporate advertising
True
Corporate ads are not as easy to write when compared to the other general product ads.
True
Corporate ads are often intangible.
True
Corporate advertising does not promote any one specific product or service.
True
One major disadvantage of public relations is the potential for not completing the communications process.
True
One of the main reasons why firms are so concerned about public attitudes is that these attitudes may affect the sales of the firm's products.
True
People who live and work in the community where a firm is located are often the target of public relations efforts.
True
Public relations efforts are often targeted to more than one group of individuals.
True
