Exam 15-17: Quiz 17
Marketing public relations helps in improving the overall ROI by reducing overall marketing costs.
True.
One advantage of using MPRs is it achieves credibility.
True.
Public relations is concerned with people's attitudes toward a firm or specific issues beyond those directed at a product or service.
True.
Survey research involves quantitatively assessing consumers' attitudes toward the product or brand.
True.
The press forms a part of the external audience for all the public relations activities of a manufacturing firm.
True.
Which of the following is an objective of corporate advertising?
creating a positive image for the firm
The traditional role of public relations has a more marketing-oriented perspective than its new role.
False.
When Samsung introduced its new Samsung tablet, a great deal of anticipation was created through public relations prior to the availability of the product. Upon the release of the Samsung tablet, consumers stood waiting in lines for hours to own the next Samsung innovation. In which of the following ways did marketing public relations (MPR) add value to the integrated marketing program?
By building marketplace excitement before media advertising breaks.
Publicity ensures accuracy of information because the company controls the message.
False.
Which of the following statements is true of publicity?
It can make or break a product or even a company.
Which of the following is a disadvantage associated with marketing public relations (MPRs)?
It is difficult to tie in slogans and other advertising devices.
Mary was asked to go through the press release and other PR activities related to the launch of Pluto Corporation's new phone. She was then asked to determine the trends and perceptions relating to the product. Which of the following methods of measuring the effectiveness of marketing public relations is being employed here?
Media content analysis
Which of the following statements is true of PR and publicity?
Publicity is a short-term strategy unlike public relations.
A publicity piece designed to be aired as a news story is known as:
a video news release.
Auto Inc. has come up with a new series of ads to promote the use of seat belts. It has also invested in various billboards across New York City and Chicago for the same purpose. This is an example of:
advocacy advertising.
The bulletin board of Tales and You, a children's publishing company, contained an article that congratulated the organization for achieving 1 million sales and appreciated everyone for their efforts. This piece of public relations was targeted at the:
employees of the firm.
Most companies prepare annual reports in order to:
generate more investments.
Successful public relations efforts may indirectly lead to:
increased friendliness.
