mktg 353 chapter 16 knowledge checks
Identify the form of corporate advertising that incorporates product advertising.
umbrella advertising
A form of sponsorship that associates a sponsor to a physical place such as a stadium, an auditorium, or a racetrack is called
venue
Moneymind, a leading bank in the United States, bought the naming rights to a soon-to-be-built football stadium. This is an example of _____.
venue marketing
Typically, companies use publicity to _____.
boost their reputation in the market
A local public relations activity in which companies sponsor or participate in a local activity or supply a location for an event is known as _____.
community involvement
In IMC terms, unintentional publicity is ______.
considered an unplanned message
Institutional advertising and recruitment advertising are forms of _____.
corporate advertising
_____ is a type of advertising that covers all forms of nonproduct advertising.
corporate advertising
A company maintains a(n) _____, which is web-based, in order to provide information about its policies, products, and activities to consumers.
corporate blog
A(n) _____, a type of house organ, refers to a magazine published online or sent via e-mail.
e-zine
Public relations advertising, a form of corporate advertising, is used to _____.
enhance a company's public goodwill
Identify characteristics of a house organ. (Select all that apply)
enhance a companys goodwill, infleucne public opinion and increase sales
Moviemagix, a movie production company, decides to sponsor theme park attractions that are inspired by movies. This is an example of _____ sponsorship.
entertainment
Advertising professionals see _____ as the process used to determine the products needed by a market and the strategies to distribute and sell those products.
marketing
A package of publicity materials used to give information to the press at staged events such as press conferences or open houses is known as a(n) _____.
media kit
People whose opinions matter immensely to others are called _____.
influentials
What are the goals of public relations as it pertains to publics? (Select all that apply)
- eat good rep for the firm - improve public opinion - build goodwill
Recruitment advertisements are usually placed in newspapers by the _____ department of a company.
Human Resources
Identify an accurate statement about influentials.
their comments are monitored by a large number of people
Identify a characteristic of using photos to supplement a news story.
they communicate the story more quickly
Competitors of the sponsors of a prestigious event often employ a promotional strategy called _____, which capitalizes on the event's popularity by giving people the false impression that these competitors are the sponsors of the event.
ambush marketing
Identify an example of an entertainment sponsorship.
a multinational consumer goods company sponsoring a concert tour
Muzzen Inc., a leading manufacturer of sports drinks, is the official sponsor of the Major League Baseball playoffs. However, its top competitor purchased all the advertising space around the stadium so as to confuse the public about the real sponsor of the event. The competitor employed a(n) _____ strategy.
ambush marketing
Of all the major sponsorship categories, _____ receive the least funding.
arts
How do advertising professionals view marketing?
as an umbrella process that companies use to determine what products a market needs
Recruitment advertising is used to _____.
attract applications from job candidates
As an MPR tool, a characteristic of feature articles is that they _____.
can be published when space is available
A promotional strategy that involves partnership between a for-profit company and a nonprofit organization, and a portion of the proceeds from certain for-profit products are donated to the nonprofit cause, is known as _____.
cause marekting
AveHealth, a biotechnology company, sponsors a free seminar for physicians to discuss the upcoming innovations in the health care industry. This event is an example of _____.
cause sponsorship
The goal of ______ is to develop a dialogue between the company and the community.
community involvement
Which of the following statements about sponsoring an event is true?
difficult to evaluate the results of sponsoring an event
A type of nonproduct advertising that aims to obtain favorable attention for a business as a whole, not for a specific product or service that the business sells, is known as _____.
institutional advertising
Aeuz Corp., a leading provider of conventional and renewable power, has introduced an advertising campaign that portrays the major achievements of the company and its standing in the market compared to its competitors. It also emphasizes the future plans the company has for the development of the nation. This is an example of _____.
institutional advertising
A restricted access computer network, based on Internet technology, that is designed to meet the internal needs for sharing information within a single organization or company is known as a(n) _____.
intranet
Compared to advertising, public relations _____.
is a better approach to build credibility
What is a characteristic of a "sponsownership"?
it helps a company achieve its marketing objectives
Identify an accurate statement about public relations (PR).
it offers lesser precision and control compared to advertising
A leading paper manufacturing company discovers that certain trees within a reserve forest close to its manufacturing unit can be used as a source for wood pulp. The company convinces the government to support the exploitation of this reserve forest for manufacturing paper. This act of trying to persuade the government to support the organization is called _____.
lobbying
Informing government officials and convincing them to support or oppose administrative action or legislation in the interests of a client is called _____.
lobbying
______ refers to the use of public relations activities for marketing purposes.
marketing public relations
Because public relations people often have to represent their employers special events, press conferences, and interviews, they should be comfortable as _____.
public speakers
The generation of news about an individual, a product, or a service that appears in electronic, print, or broadcast media is known as _____.
publicity
According to public relations, employees, customers, stockholders, competitors, suppliers, and the general population of customers are all considered among a company's _____.
publics
Unlike using traditional advertising methods, sponsoring an event can allow an organization to _____.
rapidly convert fan loyalty into sales
Ad-venture, a marketing firm, requires specialists and interns in the graphics and design department. The human resources department of Ad-venture releases an advertisement stating the number of open positions, the requirements of each position, and salary specifications. This is an example of _____ advertising.
recruitment
Identify an example of sponsorship for a cause.
retailer sponsoring charity polo match to raise funds for the underpriveledge
From a marketer's perspective, what are the disadvantages of sponsorship? (Check all that apply.)
- solely sponsored events can be very costly - it is difficult to evaluate the effectiveness of a sponsored event - co sponsored events face the problem of clutter
Advertising used by a company to convey a controlled message to one of its important publics in order to improve its relationship with the publics is known as _____.
PR advertising
What are the two disciplines that are part of sponsorship?
PR and sales promotion
Advocacy advertisements are also referred to as _____ since they are editorials paid for by an advertiser.
advertorials
During a major national issue, a leading consumer goods company came up with a corporate advertisement that promoted its standing on the issue. The advertisement emphasized the company's overall philosophy and made a social statement. This is form of advertising is an example of _____ advertising.
advocacy
Advertising used to communicate a company's views on issues that affect society or business is known as _____.
advocacy advertising
In addition to providing information about a company's products and activities, public relations professionals use corporate blogs to _____.
build a relationship between the company and its publics
ITmax, a prominent IT company, has merged with its competitor and changed its logos and corporate signatures. It has developed a nationwide campaign to inform customers about the change in its name, trademark, and logo after the merger. ITmax is using _____ advertising.
corporate identity
Advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed, is known as _____.
corporate identity advertising
A company's plan for handling news and public relations during disasters is referred to as _____.
crisis management
Food Trader Inc., a leading food and beverages manufacturer, faced a critical situation when some of its customers in a particular region suffered from food poisoning after consuming its prepackaged sandwiches. The company quickly sent a team to investigate its production facility and the affected store. It also withdrew the sandwiches from that market and took corrective measures to communicate openly with anxious customers. This proactive response to the situation is called _____.
crisis management
True or false: In an integrated marketing communications program, marketing public relations (MPR) and advertising are independent of each other.
false
True or false: Sponsorship is the same as philanthropy.
false
Soft news about companies, products, or services, written by a PR person and published in trade journals, are known as _____.
feature articles
Identify a true statement about corporate advertising.
gives the company control over the content of its PR messages
What allows PR professionals to find influential people to showcase their client's products as they launch?
good social media strategy
A company that provides generous benefits for its employees and strives to produce products that are environmentally friendly, is using ______ to affect its publics.
goodwill
From a company's perspective, identify a disadvantage of sponsorships.
having multiple sponsors makes it difficult to Get a a marketers message through to customers
Identify an accurate statement about press agentry.
helps companies create a favorable image in the market
An internal or external publication about the events and policies at a company is known as a(n) _____.
house organ
Like many public relations activities, the problem with sponsorships is in ______.
how to evaluate its effectiveness
When sponsorship, cause marketing, or philanthropy is done through a donation of goods and services, the kind of support it provides is _____.
in kind
A website that provides PR and investor information about corporations and organizations is known as a(n) _____.
online newsroom
Identify a form of public relations research that helps PR people track changes in attitudes among a variety of publics.
opinion sampling
In the context of public relations research, conducting interviews, holding focus groups, analyzing incoming mail, and creating field reports are a part of _____.
opinion sampling
The planning of activities and the staging of events to attract attention to new products or services and to generate publicity about a company that will be of interest to the media is called _____.
press agentry
A _____ contains a sheet of information about an event, a schedule of activities, brochures, and news and feature stories for the print media.
press kit
A(n) _____ is composed of printed or electronic pages of information that are issued to print and broadcast outlets by a company to generate publicity or to provide information on a subject of interest.
press release
The most widely used public relations tool is a _____.
press release
All activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups, come under the domain of _____.
public affairs
Managing a company's reputation and helping to build public support for its activities is the primary role of ______.
public relations
The strategic management of the relationships and communications that a company has with other groups for the purpose of fostering mutual goodwill is called _____.
public relations
In public relations, a strategic process conducted over a long period of time to manage the standing of a firm with various publics is known as _____.
reputation management
Rezzen Inc., a car manufacturer, is looking to improve its status and build its credibility in the market. For this purpose, the company's public relations professionals are using various strategies, such as publicity and community involvement. In this scenario, the company is engaging in _____.
reputation management
Identify a fundraising activity.
soliciting money for a nonprofit organization
The function of a public relations practitioner to write speeches for various company events and meetings is known as
speechwritting
A cash or in-kind fee paid to an event or organization in exchange for access to the commercial potential of that event or organization is known as _____.
sponsorship
What is seen as perhaps the fastest-growing form of marketing today?
sponsorship
More than almost any other marketing communications tool, ______ have the ability to involve the company's stakeholders.
sponsorships and events
Identify a disadvantage of the advent of social media for PR activities.
the number of people a PR professional has to deal with on social media has become exponentially bigger
Identify a reason why public relations (PR) communications are trusted more readily than company advertisements.
the public assumes that PR communications come from the media rather than a company
Identify the primary role of public relations of a company.
to build public approval for the companys enterprises
Identify the goals of cause marketing. (Check all that apply.)
to increase sales of a for-profit co and enhance visibility for a nonprofit cause
What is the role of a PR specialist in a fundraising or membership drive?
to present the goals of the organization to potential contributors
True or false: A company's communications materials, such as news releases, media kits, inserts, and annual reports, are prepared by public relations people.
true
True or false: Public affairs often requires a specialist to deal with elected officials and regulatory bodies.
true
True or false: The category of arts and culture provides sponsorship opportunities for firms interested in audiences on the highest end of the income scale.
true
True or false: Unintentional publicity may be difficult or impossible to control.
true
Advertising campaigns that are used by advertisers to deliver information about their merchandise and their company at the same time are referred to as _____.
umbrella advertising