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The new role of public relations (PR) is more marketing - oriented when compared to its traditional role.

True

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences?

A. Potential investors and the media

Which of the following is one of the important reasons for the high power of publicity as a form of promotion?

C. Its news value and the frequency of exposure it generates

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)?

C. MPR breaks through the clutter.

Organizations can use the Internet as a means of disseminating their public relations information. How does the way the Internet is used differ from how other traditional media is used?

C. The Internet offers the ability to build internal links to provide instant access to as much information as needed.

Companies that support lobbying efforts

C. have targeted government bodies.

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

C. marketing public relations functions

Unlike other forms of promotions, _____ is not usually perceived as being sponsored by the company, especially in negative instances.

C. publicity

Corporate ads are not as easy to write when compared to the other general product ads.

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

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

In public relations targeting, external audiences include:

B. the public at large.

_____ is a major form of corporate advertising that addresses social, business, or environmental issues.

C. Advocacy advertising

Which of the following statements is true about public relations?

D. An effective public relations program continues over months or even years

Which of the following statements about corporate advertising is true?

D. Corporate ads are not easy to write.

Which of the following communications methods is potentially the most powerful?

D. Publicity

D. video news release

D. video news release

) 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 often intangible.

True

_____ advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor.

A. Advocacy

For areas of the United States that have experienced lengthy periods of time without utilities due to some act of nature, Budweiser packages water in black and white cans and gives it to people who are without water. Which public relations tool was employed?

A. Community involvement

Which of the following is considered an internal audience for a public relations activity?

A. Customer

_____ 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

Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit?

A. To build equity and gain affinity with its target market

_____ is a publicity piece produced by publicists so that stations can air it as a news story.

A. Video news releases

Mobil Oil ran an ad in which it addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of:

A. advocacy advertising

When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund, this is an example of:

A. advocacy advertising

While still seeking the objective of portraying an image for the company or organization, _____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself.

A. advocacy advertising

Budweiser's effort to promote "responsible drinking and driving" is an example of:

A. advocacy advertising.

An increasingly popular method of image building is _____ marketing, in which companies link with charities or nonprofit organizations as contributing sponsors.

A. cause-related

Making outright donations to a nonprofit cause, having companies volunteer for the cause, donating materials or supplies, running public service announcements, or even providing event refreshments are some of the ways of _____ marketing.

A. cause-related

ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the scope of its products. Headline "Sometimes a name change can make a big difference." The ad showed photographs of stars who had changed their names and made no mention of what services the corporation offers. This ad is an example of:

A. corporate advertising.

Communications activities designed to promote a firm's overall image, without reference to a specific product, are called:

A. corporate advertising.

Which of the following statements is true about public relations?

B. The relative costs of public relations is very low.

The illustration in the ad for Accenture showed an elephant walking a narrow log suspended between two cliffs. The headline read, "Who says you can't be big and nimble?" Since the ad made no reference to the specific products offered by Accenture, it is an example of:

A. corporate advertising.

One of the main disadvantages of publicity is:

A. lack of control.

When Allstate refers to itself as "The good hands people," this is an example of:

A. positioning advertising

Many companies are attracted to event sponsorships because:

A. they help build equity and gain affinity with target audiences.

_____ is the form of corporate advertising devoted to promoting the organization's overall image.

C. Image advertising

Which of the following statements is true about advocacy advertising?

B. Advocacy ads may be sponsored by a firm or by a trade association.

If you follow college football you may have noticed over the years that bowl games are using large corporation names such as the Nokia Sugar Bowl. What type of advertising is being used when a large corporation like Nokia sponsors a college bowl game?

B. Image advertising

The Grand Thornton's print ad states that, "If you have a passion for accounting and want to work with others who share that passion, you might be interested in the Grant Thornton accounting firm". This is an example of which of the following types of advertising?

B. Image advertising

Why is publicity considered by many marketers to be the strongest form of marketing communications?

B. Its ability to make or destroy a brand.

There are some who believe Beanie Babies, Ninja Turtles, and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products. If this is true, what strategy were these companies employing?

B. The management of publicity

Which of the following best reflects an example of corporate advertising?

B. Toyota promoting its concern for the environment.

Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against Drunk Driving (SADD) and safe teen driving. This ad was an example of:

B. cause-related marketing.

McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of:

B. cause-related marketing.

40. (p. 579) Organizational newsletters, notices on bulletin boards, awards ceremonies and events, direct mail, and annual reports are some of the methods used to communicate with:

B. employees of the firm.

Marketing objectives that may be aided by _____ activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance.

B. public relations

Miller & Sons Inc. has revived the dying art of stone masonry. Roy Miller and his two sons are all European trained artisans who would like to work on repairing of old stonework on churches and buildings constructed before 1940. The business is not thriving even though the company has been featured in news articles in several regional magazines and newspapers for its help in restoring old cemeteries and as a potentially important new business. What should the company do?

C. Conduct research to determine the public attitude toward the company

The attempt to measure the effectiveness of PR activities is often difficult to achieve. Which of the following measures would be most useful in this effort?

C. Conducting studies to determine the relationship between corporate advertising and stock prices

Why is publicity viewed as being so much more important than advertising, sales promotion, or other forms of public relations?

C. Credibility of the message

An advertisement for dishes pictured a bride and groom sitting down to a table setting, with a line of copy indicating that the Queen of England had used similar dishes at her wedding dinner. This is an example of which of the following types of image advertising?

C. General positioning ad

Cause-related marketing refers to:

C. the linking of companies with charities with the former being a contributing sponsor to the latter.

An American Airlines ad shows a golf ball laying at a green. The copy reads, "It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground. We, however, understand completely." This ad shows American Airlines creating an image of safety for itself. It is an example of which type of image advertising?

D. General positioning ads

In an ad, Toyota explained its Global Earth Charter, which has led to the recycling of 376 million pounds of steel annually and an aggressive recycling program keeps 18 million pounds of other scrap metals from landfill. It is an example of which type of image advertising?

D. General positioning ads

Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch company decided to invest in retailing ice cream, it gathered news representatives from the major newspapers to a meeting in which the company unveiled its prototype ice-cream van and showed pictures of ice-cream kiosks that it was setting up on the world's beaches. Which public relations tool was employed?

D. Press conference

Which of the following is a criticism commonly applied to corporate advertising?

D. Questionable effectiveness

Which of the following is an advantage associated with public relations?

D. Use as an effective lead generator

The term _____ tends to be used as a catchall for any type of advertising run for the direct benefit of the corporation rather than its products or services.

D. corporate advertising

When a right to a public relations effort (such as a particular story) is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n) ____.

D. exclusive

While considered a form of advocacy advertising, _____ ads may have no affiliation with a corporate or trade sponsor but may be sponsored by an organization to bring attention to what they consider to be an important issue.

D. issue

One of the most critical external publics is the ____, which determine what you will read in your newspapers or see on TV, and how this news will be presented.

D. media

Because public relations communications are typically perceived as ____, they are not subject to the problems with clutter that are common to other forms of promotional communication.

D. news items

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

Criteria for measuring the effectiveness of public relations activities include:

D. percentage of positive and negative articles over time.

Star News ran a two-minute story on "phishing" scams. The news report featured testimony from Jessica, a phishing victim, and a computer security expert from Trend Micro Software. In no uncertain terms, the report recommended PC-Cilin, a $50 Internet security program from Trend Micro, as "a first line of defense" against phishing scams. However, it was later known that the report was funded by Trend Micro. This news report is an example of:

D. video news release

Marketers use _____ when they want to have as much control as possible over publicity.

D. video news releases

Which of the following is considered an external audience for a public relations activity?

E. Press

When the Financial Times published an article about The Mills Corporation building, a multi-leisure complex in Madrid, Spain, the company supplied the written information. The author of the articles needed to write knowledgeably about a complex that will offer a blend of entertainment, retailing, lodging and offices. In fact, this information was made available to several different European and U.S. newspapers. Which public relations tool was employed?

E. Press release

The new role of public relations is one characterized by:

E. a broader, more marketing-oriented role.

An oil company in United States developed an advertisement promoting off shore oil drilling in the United States. Such ads might tout the availability of oil resources, the reduction of dependence on foreign oil, and other benefits, with the goal of getting members of the public to support offshore drilling. This is an example of:

E. advocacy advertising.

The two main goals of corporate advertising are creating a positive image for the firm and:

E. communicating the organization's views on social, business, and environmental issues.

A departmental store ad about a consumer tax issue would constitute _____ advertising.

E. issue

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

Public relations messages are not subject to the clutter of ads

TRUE

Publicity information may be perceived as endorsed by the medium in which it appears.

TRUE

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