MKTG 403: Chapter 17
Identify an advantage of corporate advertising.
It reaches a select target market.
Identify a true statement about the public relations planning process.
It requires procedures for dealing with problems.
Identify a disadvantage of corporate advertising from the following.
Its effectiveness is questionable
Identify a disadvantage of publicity from the following.
Lack of control
Identify a financial group that is targeted by the public relations programs of firms.
Lending institutions
How does the evaluation of the effectiveness of PR activities benefit the management of a firm? (Check all that apply.)
Management learns of the achievements of PR activities. Management receives a quantitative measurement of PR activities.
List the steps for developing a public relations plan, with the first step at the top.
1. Define public relations problems 2. Plan and program 3. Take action and communicate 4. Evaluate the program
Identify an example of positioning ads from the following.
A car manufacturer promoting green energy in its ads
Identify an example of the use of social networking by firms to implement public relations.
A cosmetics brand clarifying its stance on a controversial ad on its blog
Identify a reason why firms are concerned about public attitudes.
A firm's sales may be affected by public attitudes.
Identify an example of the use of image advertising by firms to generate recruitments.
An electronics manufacturer running an ad campaign urging people to join the firm
______ is a form of corporate advertising that is dedicated to furthering an organization's overall appearance.
Image advertising
Identify a true statement about the traditional perspective of public relations from the following.
Marketing and public relations are considered separate departments.
Which of the following statements about the new, nontraditional role of PR is true?
PR and marketing work closely together.
______ is an example of a public relations effort undertaken by a firm in a community.
Preserving wetlands
Identify an aspect of publicity that differentiates it from the public relations effort of a firm.
Publicity may originate from sources other than the firm.
Identify an informal method of communication used by firms to create goodwill with their employees.
Social events
Identify a disadvantage associated with public relations.
The potential for not completing the communications process
True or false: Consumer boycotts have been successful in affecting the sales of firms in a negative way.
True
How does publicity differ from the public relations effort?
Unlike the public relations effort, publicity is a short-term strategy.
Contrary to the understanding of many marketers, publicity is ______ the public relations effort.
a subset of
Corporate advertising involves the promotion of an organization while targeting ______.
both internal and external audiences
One of the objectives of image advertising is to ______.
create goodwill
A utility company's name is part of the name of a local baseball stadium. This is an example of ______.
event sponsorship
Firms influence government bodies via the firm's public relations programs through ______.
lobbying
In the traditional perspective, public relations is seen as a(n) ______ function.
nonmarketing
The purpose of an exclusive is to provide a medium with ______ to a story.
sole rights
Video news releases have come under protest from consumer advocates because of their use without ______.
source disclosure
The quantitative assessment of consumers' attitudes toward a product or brand is known as ______.
survey research
A piece of publicity that is produced by publicists so that stations can air it as a news story is known as a(n) ______.
video news release
Identify the circumstance in which a company is most likely to use a press conference to disseminate information to its audiences.
A sports apparel company introducing a new range of shoes
Identify an example of a firm using sponsorships to promote itself.
A tire manufacturer endorsing a community educational program
Identify the advantages of public relations from the following. (Check all that apply.)
Ability to generate leads Ability to reach specific groups Avoidance of clutter
Identify an example of a firm's initiative to undertake a public relations effort in a community.
An oil company being involved in efforts to clean up water supplies
Identify an example of a firm generating financial support through image advertising.
An oil firm running an ad campaign aimed at getting the attention of investors
Identify an example of a company providing value-added customer service to its customers.
An online shopping site offering free shipping and gift wrapping
Identify a way in which firms take part in cause-related marketing.
By running public service announcements
Identify a tool used by firms to distribute information to financial groups as part of their PR efforts.
Corporate reports
Identify an objective of corporate advertising from the following.
Creating a positive image for a firm
Which of the following audiences constitute the internal audiences for PR efforts of a firm? (Check all that apply.)
Customers Suppliers
Identify a method used by firms to maintain communication with their employees.
Direct mail
True or false: When marketing and PR departments operate together, there is a high possibility of redundancies in efforts.
False
Identify the methods used to determine the effectiveness of corporate advertising. (Check all that apply.)
Focus groups Studies relating corporate advertising and stock prices Attitude surveys
Companies use which of the following tools in a communication function as part of the PR program?
Interviews
Identify the advantages of marketing public relations. (Check all that apply.)
It can improve ROI. It increases the credibility of advertising messages. It is an economical way to reach the market.
Which of the following statements about publicity are true? (Check all that apply.)
It can result in free word-of-mouth information regarding a company or product. It is seen as more objective than advertising and sales promotions.
Identify the disadvantages of marketing public relations. (Check all that apply.)
It does not offer much control over the media. It does not guarantee media time and space. It does not offer standard effectiveness measures.
Which of the following is one of the primary advantages of using MPRs?
It enhances credibility.
Which of the following is true about public relations?
It helps develop a positive image for an organization.
Which of the following statements about measuring the effectiveness of a public relations campaign is most accurate?
It helps management assess the effectiveness of PR activities.
Which of the following is a disadvantage of using MPRs?
It is challenging to connect advertising slogans to PR messages.
Identify reasons why corporate advertising is considered to be controversial. (Check all that apply.)
It is considered to be a costly form of self-indulgence. The firms using it are assumed to be in trouble. It is not considered a good investment.
Identify a piece of information that firms post on social networks as a part of their PR programs.
Product release information
Which of the following are members of internal audiences as defined by PR? (Check all that apply)
Stockholders Employees Those who supply raw materials to the company
Which of the following statements about successful companies and public attitudes is true?
Successful companies should care about public attitudes about them.
Which of the following helps organizations in implementing their public relations strategies effectively?
The determination of public attitudes
Identify an example of a firm's use of interviews to implement its PR program.
The president of a food service company answering specific questions from media personnel
Identify why current customers of a firm are considered internal audiences.
They are already connected with the firm
Identify a true statement about corporate image ads.
They are often intangible.
Which of the following statements about event sponsorships are true? (Check all that apply.)
They can be a good investment based on increased exposure. They are growing more popular with companies.
Why are educators considered a target audience by firms in the development of a PR program?
They control the flow of information to certain parties.
Identify a reason why a firm may call a press conference.
To announce the launch of a new product
True or false: In addition to selling more magazines, the usage of PR programs to target educators lends credibility to a medium.
True
The method of corporate advertising in which a firm indirectly promotes its image by taking a stand on a particular issue is known as ______ advertising.
advocacy
An outdoor clothing company runs a magazine advertisement announcing its support of a law that would further protect public lands. This is an example of ______.
advocacy advertising
An advantage offered by publicity is that it offers a perception of ______.
being endorsed by the media
An exclusive is offered to a medium in order to ______.
enhance the likelihood of acceptance of the story
People who are not closely associated with an organization are known as its .
external audiences
In order to find out what investors want to see and how they react after ads are developed, ______ are used.
focus groups
Triton Motors, a car manufacturer, is running an ad campaign aimed at attracting the attention of investors and stock buyers. The ad features the firm's position in the market and the firm's growth story during the previous financial year. The firm is using corporate advertising to ______.
generate financial support
A successful PR effort may result in ______ between a firm and its suppliers or consumers.
greater cooperation
Critics of corporate advertising believe that since larger firms have more money, they _____.
have unfair control over public opinion
Publicity is known to be more powerful than advertising or sales promotion because it is ______.
highly credible
Shield Inc., an adventure sports gear manufacturer, is using members of its top management as its spokespersons. These spokespersons answer specific questions from media personnel about Shield's products. In this case, the firm is using ______ to communicate with the public.
interviews
Public relations is primarily considered a(n) ______ function in the nontraditional approach to PR.
marketing communications
Public relations activities that are designed to support marketing objectives are known as ______.
marketing public relations
Skabam is a beverage company that has been working on a new drink it hopes will be an alternative to coffee. To effectively spread the word about the drink before releasing it to the public, Skabam should use ______.
marketing public relations
Dione Corp., an electronics equipment manufacturer, has announced plans to launch the next model of its popular smart phone, Coral. Dione Corp. is thus attempting to build ______ before the start of an advertising campaign.
marketplace excitement
In order to generate positive public relations, corporate executives serve on the boards of ______.
nonprofit organizations
An advantage of corporate advertising is that it serves as a great mechanism for ______.
positioning a firm
A multinational oil firm has created an ad campaign to create an image for itself as an environmentally responsible organization. The ads showcase its involvement in the creation of research institutes concerned with developing renewable energy sources. In this case, the company is using ______ to promote its image.
positioning ads
Sumzen Corp., an IT firm, has sent information to the editor of a general-interest newspaper for public consumption, indicating its merger with another company. In this scenario, Sumzen is using a(n) ______ to achieve its goal of communicating information to its audiences.
press release
As a part of its PR program, a company's website usually provides information related to ______.
press release archives
The creation of news about an individual, commodity, or service that appears in broadcast or print media is known as .
publicity
Avon Motors, a car manufacturer, has started a campaign asking people to respond to its ads by applying for jobs at the firm. In this case, the firm is using image advertising to _____.
recruit personnel
Companies use ______ to create goodwill with civic and business organizations in their PR programs.
sponsorships
Vista Stream Inc., a bottled water manufacturing firm, has decided to endorse and associate itself with an adventure show on a sports channel. In this scenario, the firm is using ______ to promote its image.
sponsorships
Which of the following is one of the most critical external publics, and thus a category that requires careful handling by PR?
the media
Tazo, a company that sells baking ovens, has created a hotline for its customers. The customers can call the hotline for free and ask for baking recipes and tips. Tazo is providing its customers with ______.
value-added customer service
Identify an advantage of publicity.
It offers the perception that the information is highly credible.
Annual reports are designed to do which of the following? (Check all that apply.)
To generate goodwill To encourage additional investments
Which of the following are reasons why firms survey public attitudes? (Check all that apply.)
To help improve the effectiveness of communications To help firms secure internal support
Identify a reason why firms produce annual reports for stockholders and investors.
To outline future plans
In order to be used by the press, public relations information must be ______.
factual
Identify an activity in marketing public relations that enables marketers to increase the effectiveness of their marketing objectives.
Dramatizing a new product
Which of the following statements about the three types of corporate advertising-—image, advocacy, and cause-related-—is true?
Each type is geared toward achieving specific goals.
Identify an example of an external audience of a firm.
The public at large
Identify the primary function of corporate advertising.
To promote the firm overall
Identify the ways in which companies commonly use their websites in their PR programs. (Check all that apply.)
To provide lists of events To provide information about products and services
Of the following groups, which would attempt to influence government legislation with an agenda counter to that of a firm?
Trade unions
A method of image advertising in which firms associate themselves with charities and nonprofit organizations as contributing sponsors is known as ______.
cause-related marketing
The management function that assesses public attitudes and implements a program of action to earn the understanding and acceptance of the public is traditionally known as ______.
public relations
