464 - ch. 17

One of the main disadvantages of publicity is the: A. lack of control over the information conveyed. B. low credibility it offers. C. lack of support that is often shown by the media. D. lack of confidence people have in such information. E. minimal frequency of exposure that it generates.

lack of control over the information conveyed.

_____ is a major form of corporate advertising that addresses social, business, or environmental issues. A. Image advertising B. Aerial advertising C. Advocacy advertising Correct D. Event sponsorship E. Trade promotion

Advocacy advertising

_____ offer companies the potential for new sources of funding and so must be kept abreast of new developments in the organization. A. Suppliers B. Financial groups Correct C. Educators D. Civic organizations E. Employees

Financial groups

Why is corporate advertising considered controversial? A. Consumers are highly interested in this form of advertising. B. It places too much importance on products and services. C. It is considered a waste of money for a company. D. It depends on the names of a company's brands rather than the company itself. E. It exposes the negative aspects of a firm's functioning.

It is considered a waste of money for a company.

Which of the following statements describes an advantage of the use of marketing public relations (MPR)? A. The effectiveness of MPR can be easily measured. B. It is easy to tie slogans with MPR activities. C. MPR breaks through the clutter. D. The use of MPR guarantees a specific media time and place. E. MPR helps in increasing control over media.

MPR breaks through the clutter.

Which of the following is the best example of corporate advertising? A. Saturn Inc.'s use of a popular actress as a spokesperson B. Mars and Gray promoting its concern for the environment C. Crest Golf's signing of pro-golfer Bryan Raymond as a spokesperson D. W&W conducting a contest to choose a new color for their candies E. Haven Funeral Home giving out free calendars to all of its clients

Mars and Gray promoting its concern for the environment

Which of the following statements is true of public relations? A. This medium of promotion lacks credibility. B. The relative cost of public relations is very low. C. The absolute cost of public relations is very high. D. Public relations messages are subject to a lot of clutter. E. Public relations is ineffective in generating sales leads.

The relative cost of public relations is very low.

Which of the following is true of event sponsorships? A. They are highly useful public relations tools. B. They are typically inexpensive. C. They are unsuitable for gaining affinity with target audiences. D. They are a poor platform from which to build equity and gain affinity with target audiences. E. They are not suitable platforms for building equity.

They are highly useful public relations tools.

The new role of public relations is characterized primarily by: A. a less communication-oriented role. B. a less finance-oriented role. C. a more sales-oriented role. D. a less technical role. E. a more marketing-oriented role.

a more marketing-oriented role.

A major advantage of public relations is the potential for completing the communications process. true / false

false

In its ad, a well-known car company explains its "Global Earth Charter," which has led to the recycling of 400 million pounds of steel annually and an aggressive recycling program that keeps 20 million pounds of other scrap metal from reaching landfills. Which type of image advertising has been used in this ad? A. recruitment ads B. sponsorships C. paid positive publicity D. general positioning ads E. financial support ads

general positioning ads

One of the most critical external publics is the _____, which determine what a person will read in newspapers or online, or see on TV, and how this news will be presented. A. supplier B. customer C. government D. media E. investor

media

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. A. sales promotion B. public relations C. advertising D. human resources E. outdoor marketing

public relations

Which of the following does Mark Weiner suggest for measuring the effectiveness of MPRs? A. quantitative assessment of consumers' attitudes toward a product B. number of personal interviews given by company representatives C. dollar value of community involvement D. number of press releases developed E. percentage of people who have encountered the press release

quantitative assessment of consumers' attitudes toward a product

Organizational newsletters, notices on bulletin boards, awards ceremonies and events, direct mail, and annual reports are some of the methods used to communicate with: A. the current customers of an organization. B. the employees of a firm. C. the press. D. government officials. E. community members.

the employees of a firm.

Many companies are attracted to event sponsorships because: A. they help build equity and gain affinity with target audiences. B. they help in segmenting the target market. C. they are less expensive than traditional forms of advertising. D. they help in elucidating controversial issues of public importance. E. they explain management's position on social issues.

they help build equity and gain affinity with target audiences.

Many companies are attracted to event sponsorships because: A. they help build equity and gain affinity with target audiences. B. they help in segmenting the target market. C. they are less expensive than traditional forms of advertising. they help in elucidating D. controversial issues of public importance. E. they explain management's position on social issues.

they help build equity and gain affinity with target audiences.

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. true / false

true

Public relations is usually controlled by a firm or its agent. true / false

true