Questions Chapter 17

E. issue

A departmental store ad about a consumer tax issue would constitute _____ advertising. A. image B. event C. direct-response D. trade E. issue

D. percentage of positive and negative articles over time.

Criteria for measuring the effectiveness of public relations activities include: A. number of press releases developed. B. number of personal interviews given by company representatives. C. dollar value of community involvement. D. percentage of positive and negative articles over time. E. percentage of people who have come across the press release

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? A. Recruitment ads B. Sponsorships C. Paid positive publicity D. General positioning ads E. Financial support ads

D. nonmarketing

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. A. advertising B. direct response C. marketing D. nonmarketing E. sales

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 B. event C. image D. transit E. cooperative

C. marketing public relations functions.

Public relations activities that are designed to support marketing objectives are known as: A. publicity. B. vertically integrated activities. C. marketing public relations functions. D. image-oriented advertising. E. branding.

A. positioning advertising.

When Allstate refers to itself as "The good hands people," this is an example of: A. positioning advertising. B. recruitment advertising. C. advocacy advertising. D. public relations. E. publicity

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. B. publicity. C. specialty advertising. D. a paid public relations activity. E. event sponsorship.

D. General positioning ads

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? A. Direct response ads B. Sponsorships C. Cause related ads D. General positioning ads E. Financial support ads

C. General positioning ad

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? A. Cause-related advertising B. Advocacy advertising C. General positioning ad D. Direct response ad E. Financial support ad

D. video news releases

Marketers use _____ when they want to have as much control as possible over publicity. A. press conferences B. advertorials C. press releases D. video news releases E. sponsorships

E. a broader, more marketing-oriented role.

The new role of public relations is one characterized by: A. less of a communication role. B. less of a marketing orientation. C. a tighter, more tightly defined role. D. a broader, less marketing-oriented role. E. a broader, more marketing-oriented role.

D. corporate advertising

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. A. direct marketing B. sales promotion C. aerial advertising D. corporate advertising E. trade promotion

E. Press release

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? A. Community involvement B. Integrated public relations activities (IPRA) C. Exclusives D. Marketing public relations (MPR) E. Press release

B. Toyota promoting its concern for the environment

Which of the following best reflects an example of corporate advertising? A. Revlon's use of the actress that plays Buffy, the vampire slayer, as a spokesperson. B. Toyota promoting its concern for the environment. C. Titleist golf equipment signing of golfer Tiger Woods as a spokesperson. D. M&M conducting a contest to determine the new color for M&M candies. E. Haven Funeral Home giving out free calendars to all of its regular customers

D. Publicity

Which of the following communications methods is potentially the most powerful? A. Sales promotions B. Advertorials C. Specialty advertising D. Publicity E. Advocacy advertising

A. Potential investors and the media

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 B. Current customers and employees of the firm C. The media and current customers D. Suppliers and employees of the firm E. The public at large and stockholders

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

Which of the following statements is true about advocacy advertising? A. Only small firms employ this form of advertising. B. Advocacy ads may be sponsored by a firm or by a trade association. C. Advocacy ads are always used in conjunction with cause-related marketing. D. Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling. E. Advocacy ads are not a controversial form of advertising.

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

Which of the following statements is true about public relations? A. Public relations is same as publicity. B. Public relations is a short term strategy of enhancing the image of the company. C. Public relations is not concerned with the evaluation of public attitudes. D. An effective public relations program continues over months or even years. E. Public relations deals only with the activities designed to sell a product or service.

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? A. Direct-response advertising B. Image advertising C. Cause-related advertising D. Advocacy advertising E. Event sponsorship

_____ 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 B. Image advertising C. Corporate advertising D. Dyadic communications

A. Public relations

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 B. publicity C. a sponsorship D. public relations advertising E. image advertising

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 B. publicity C. specialty advertising D. a paid public relations activity E. event sponsorship

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 B. publicity C. a sponsorship D. public relations advertising E. image advertising

A. advocacy advertising

Offering a press release to only one particular medium may be termed: A. an exclusive B. an advertorial C. advocacy advertising D. lobbying E. image advertising

A. an exclusive

Which of the following is a technique used to measure the effectiveness of corporate advertising? A. attitude surveys B. split run tests C. experiential marketing research D. computer simulations E. all of the above

A. attitude surveys

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 B. integrated public relations activities (IPRA) C. exclusives D. press conference E. press release

A. community involvement

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 B. advocacy advertising C. advertorials D. lobbying E. continuity advertising

A. corporate advertising

Communications activities designed to promote a firm overall, without reference to a specific product, are called: A. corporate advertising B. advocacy advertising C. advertorials D. lobbying E. continuity advertising

A. corporate advertising

From a marketer's perspective, the unfortunate part of negative publicity is it can occur as a result of factors beyond the control of the company and: A. for reasons the company might never anticipate B. as result in increased advertising effectiveness C. result in reduced censorship guidelines D. cause an increase in online advertising E. create increased exit audits

A. for reasons the company might never anticipate

When Allstate refers to itself as "The good hands people," this is an example of: A. positioning advertising B. recruitment advertising C. advocacy advertising D. public relations E. publicity

A. positioning advertising

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 B. current customers and employees of the firm C. the media and current customers D. suppliers and employees of the firm E. the public at large and stockholders

A. potential investors and the media

In public relations, internal audiences include all of the following EXCEPT: A. the public at large B. suppliers C. customers D. stockholders E. investors

A. the public at large

According to the text, Harold Mendelsohn suggests that to achieve attitude modification throughout public relations campaigns, an organization should use: A. the team approach B. the reach/frequency system C. the traditional public relations activities D. a highly credible spokesperson E. publicity only

A. the team approach

The two major problem areas that most commonly inhibit the effectiveness of publicity are: A. timing and accuracy B. reach and frequency C. media time and space D. encoding and decoding E. measurement and reach

A. timing and accuracy

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 B. to show its position on sports marketing C. to create a generic positioning strategy D. to further segment its target market E. to reduce its overall promotional expenses

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

A. corporate advertising

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. B. advocacy advertising. C. an advertorial. D. lobbying. E. continuity advertising

B. negative publicity

An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. an advertorial. B. negative publicity. C. controlled public relations. D. image advertising. E. negative lobbying

A. cause-related

An increasingly popular method of image building is _____ marketing, in which companies link with charities or nonprofit organizations as contributing sponsors. A. cause-related B. event C. image D. transit E. cooperative

E. advocacy advertising

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: A. image advertising. B. trade promotion. C. direct-response advertising. D. event sponsorship. E. advocacy advertising.

Which of the following statements about advocacy advertising is true? A. Only small firms employ this form of advertising. B. Companies such as AT&T and Mobil commonly employ advocacy ads. C. Advocacy ads are always used in conjunction with cause-related marketing. D. Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling. E. Advocacy ads are not a controversial form of advertising.

B. Companies such as AT&T and Mobil commonly employ advocacy ads.

Which of the following is NOT a reason for conducting research to determine public attitudes? A. It provides input into the planning process. B. It leads directly to more product sales. C. It serves as an "early warning system" to detect problems. D. It results in more internal support. E. It increases the effectiveness of communications.

B. It leads directly to more product sales.

External audits of a financial investment company would be conducted by: A. its investors B. a public relations specialist hired specifically to conduct the audit C. top managers within the marketing department D. media specialists E. creatives

B. a public relations specialist hired specifically to conduct the audit

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: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing E. transactional marketing

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: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing E. transactional marketing

B. cause-related marketing

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? A. advocacy advertising B. image advertising C. issue advertising D. cause-related advertising E. advertorial marketing

B. image advertising

Which of the following promotional activities would best exemplify the new role of public relations? A. use of Brittany Spears as a spokesperson for Pepsi B. initiation of a contest to find a new spokesperson for a brand C. donation of money to the favorite charity of a firm's CEO D. sponsorship of a marathon E. donation of money to support a local children's soccer team

B. initiation of a contest to find a new spokesperson for a brand

Why is publicity considered by many marketers to be the strongest form of marketing communications? A. its effectiveness at completing the communications process B. its ability to make or destroy a brand. C. the fact that consumers perceive the communication as biased D. the ease with which it is coordinated with other communications activities E. the positive image it always attaches to products and organizations

B. its ability to make or destroy a brand.

An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. an advertorial B. negative publicity C. controlled public relations D. image advertising E. negative lobbying

B. negative publicity

Which of the following is a method suggested by the text for measuring the effectiveness of public relations activities? A. number of customer complaints B. public opinion and surveys C. sales D. computer simulations E. trend analyses

B. public opinion and surveys

A system developed by Lotus HAL for measuring a public relations program's effectiveness uses all of the following criterion EXCEPT: A. percentage of negative articles over time B. ratio of marketing to public relations activities C. percentage of positive articles over time D. total number of impressions over time E. ratio of positives to negatives

B. ratio of marketing to public relations activities

To be effective image advertising also requires: A. quality products B. sound financial practices C. good corporate citizenship D. innovation E. All of the above

B. sound financial practices

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? A. press conferences B. the management of publicity C. press releases D. video news releases E. sponsorships

B. the management of publicity

When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT: A. employees of the firm B. the media C. current customers D. investors E. suppliers

B. the media

In public relations targeting, external audiences include: A. customers B. the public at large C. suppliers D. stockholders E. all of the above

B. the public at large

Which of the following is NOT an example of a corporate advertising objective? A. to help to ease consumer uncertainty for a newly deregulated company B. to reach targeted goals for specific branded products C. to establish identity for a parent firm D. to smooth labor relations E. to boost employee morale

B. to reach targeted goals for specific branded products

D. news items

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. A. corporate-sponsored advertisements B. altruistic C. image builders D. news items E. exclusives

A. advocacy advertising

Budweiser's effort to promote "responsible drinking and driving" is an example of: A. advocacy advertising. B. image advertising. C. direct-response advertising. D. event marketing. E. aerial advertising

Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans? A. Does the plan include analysis of recent editorial coverage? B. Do the PR people understand the product's strengths and weaknesses? C. Is the plan acceptable to marketing? D. Are the objectives specific and measurable? E. Does the program clearly describe what the PR activity will be and how it will benefit the company?

C. Is the plan acceptable to marketing?

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. The effectiveness of MPR can be easily measured. B. It is easy to tie slogans in with MPR activities. C. MPR breaks through the clutter. D. The use of MPR guarantees a specific media time and place. E. All of the above statements describe advantages derived from the use of 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? A. The Internet offers longer exposure times than other media. B. The Internet is confined by time and space limitations that do not inhibit other media. C. The Internet offers the ability to build internal links to provide instant access to as much information as needed. D. The Internet cannot be used by organizations to defend themselves against negative publicity. E. The Internet is not used as a public relations source.

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

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? A. tying PR activities directly to sales B. timing the amount of time a sponsored logo appears on television C. conducting studies to determine the relationship between corporate advertising and stock prices D. computer simulations E. none of the above

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? A. control of the message B. timing of the message C. credibility of the message D. accuracy of the message E. all of the above

C. credibility of the message

Companies that support lobbying efforts: A. are trying to reach internal audiences B. are engaged in flighting C. have targeted government bodies D. have determined the importance of homogeneity E. are targeting educators

C. have targeted government bodies

Publicity: A. is typically a long-term strategy B. is designed to provide positive information about the competition C. is news about a person, product, or service that appears in broadcast or print media D. is always under the control of the firm E. may not originate from sources other than the firm

C. is news about a person, product, or service that appears in broadcast or print media

The examples of negative publicity in the opening vignette suggest: A. top management needs to look for more creative ways to communicate with the target market(s) B. companies should never cut their public relations budget C. negative publicity can come from a variety of sources D. good things happen to good people E. none of the above

C. negative publicity can come from a variety of sources

Which of the following is NOT an example of image advertising? A. recruitment ads B. sponsorships C. paid political announcements D. general positioning ads E. financial support ads

C. paid political announcements

Which of the following best reflects the new role of public relations in an integrated marketing communication program? A. sponsoring the local Little League team B. supporting local charities C. sponsoring Olympic events to gain brand name association. D. issuing a press release announcing a new CEO E. advertising to announce an organization's support of a school bond referendum

C. sponsoring Olympic events to gain brand name association.

Cause-related marketing refers to: A. all advertising designed to cause sales B. all advertising designed to cause attitude change C. the linking of companies with charities with the former being a contributing sponsor to the latter D. corporate advertising designed to change the image of an organization E. none of the above

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

All of the following are suggested as means for effective analysis of public relations programs EXCEPT: A. internal audits B. the team approach C. the test market theorem D. external audits E. MBO (management by objectives)

C. the test market theorem

D. video news release

Cartoon Network ran a holiday feature on the best and worst high-tech gifts for children. In it, technology expert and "Internet Mom" recommended the Oxyride battery, the Pac-Man and a few more games that came from either Panasonic, Namco or Techno Source. If this holiday feature were jointly funded by Panasonic, Namco and Techno Source, it would be called a(n): A. cause related ad. B. mnemonic. C. image ad. D. video news release. E. event sponsorship

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

Cause-related marketing refers to: A. all advertising designed to cause sales. B. all advertising designed to cause attitude change. C. the linking of companies with charities with the former being a contributing sponsor to the latter. D. corporate advertising designed to change the image of an organization. E. advertising developed in response to any negative publicity faced by the firm

A. corporate advertising

Communications activities designed to promote a firm's overall image, without reference to a specific product, are called: A. corporate advertising. B. advocacy advertising. C. advertorials. D. lobbying. E. continuity advertising

C. have targeted government bodies.

Companies that support lobbying efforts: A. are trying to reach internal audiences. B. are engaged in flighting. C. have targeted government bodies. D. have determined the importance of homogeneity. E. are targeting educators.

Which of the following statements about publicity and public relations is true? A. Publicity always originates within the firm. B. Public relations is typically a short term strategy. C. Publicity is always positive. D. Publicity is typically a short term strategy. E. None of the above are differences.

D. Publicity is typically a short term strategy.

Which of the following would NOT be a criterion used to measure the effectiveness of a public relations campaign? A. a comparison of the number of positive and negative articles appearing on the subject B. a counting of the number of positive articles appearing in a medium C. a counting of the number of negative articles appearing in a medium D. a counting of the number of persons in the target audience for the messages E. a determination of the total number of impressions the campaign created

D. a counting of the number of persons in the target audience for the messages

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? A. recruitment ads B. sponsorships C. paid positive publicity D. general positioning ads E. financial support ads

D. general positioning ads

A good reason for conducting research to determine public attitudes is because: A. it is a way to determine whether to use status quo pricing B. it allows the company to appear to care about its publics C. it is similar to and more effective than a SWOT analysis D. it serves as an early warning system for identifying potential problems E. it can reveal any untapped target markets through demographic evaluations

D. it serves as an early warning system for identifying potential problems

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. A. corporate-sponsored advertisements B. altruistic C. image builders D. news items E. exclusives

D. news items

Criteria for measuring the effectiveness of public relations activities include: A. number of press releases developed B. number of personal interviews given by company representatives C. dollar value of community involvement D. percentage of positive and negative articles over time E. all of the above

D. percentage of positive and negative articles over time

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? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. press conference E. press release

D. press conference

Which of the following communications methods is potentially the most powerful? A. sales promotions B. advertorials C. specialty advertising D. publicity E. advocacy advertising

D. publicity

An advertiser who is "managing the buzz" is dealing with something that is a topic of conversation for lots of consumers—it is what is hot in society. In terms of the promotional mix, "managing the buzz" would be most closely associated with: A. corporate advertising B. sales promotions C. personal selling D. publicity and public relations

D. publicity and public relations

Which of the following is a criticism commonly applied to corporate advertising? A. poor vehicle for repositioning a company or a brand B. does not take advantage of any benefits derived from public relations C. not effective at reaching the target market D. questionable effectiveness E. all of the above

D. questionable effectiveness

Internal audits of a financial investment company would be conducted by: A. the Securities and Exchange Commission B. the Federal Trade Commission C. a public relations specialist commissioned to do the job D. top managers within the marketing department E. community watchdog organizations

D. top managers within the marketing department

Which of the following is an advantage associated with public relations? A. effectiveness at completing the communications product B. high absolute cost but low relative cost C. ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments D. use as an effective lead generator E. all of the above

D. use as an effective lead generator

Marketers use _____ when they want to have as much control as possible over publicity. A. press conferences B. advertorials C. press releases D. video news releases E. sponsorships

D. video news releases

Which of the following statements about cause-related marketing is true? A. Cause-related marketing is designed to enhance the organization's image. B. Cause-related marketing has been shown to increase sales. C. Many consumers support cause-related marketing. D. A majority of consumers believe cause-related marketing is designed for the sole purpose of boosting the firm's image. E. All of the above statements about cause-related marketing are true.

E. All of the above statements about cause-related marketing are true.

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. MPR benefits from the endorsement of independent and objective third parties who have association with the product. B. MPR supports advertising programs by making messages more credible. C. MPR can circumvent consumer resistance to sales effort. D. MPR is a highly targeted way to conduct public relations. E. All of the above statements describe advantages derived from the use of MPR

E. All of the above statements describe advantages derived from the use of MPR

The new role of public relations is one characterized by: A. less of a communication role B. less of a marketing orientation C. a tighter, more tightly defined role D. a broader, less marketing-oriented role E. a broader, more marketing-oriented role

E. a broader, more marketing-oriented role

Advantages inherent in the use of publicity include: A. the perception of being endorsed by the media in which the publicity appears B. significant word-of-mouth communication resulting from the publicity C. high degree of credibility D. strong news value E. all of the above

E. all of the above

Which of the following describes a potential benefit associated with cause-related marketing? A. product differentiation B. increased sales C. increased profits D. positive image effects E. all of the above

E. all of the above

Which of the following is a recommended tool for improving the likelihood that the public relations story will be told? A. press conferences B. interviews C. the Internet D. exclusives E. all of the above

E. all of the above

Which of the following is a required stage in the public relations process? A. the integration of sales promotion and personal selling with the public relations process B. the identification of what portion of the budget is specifically designated to public relations C. the hiring of a specialized firm that understands the public relations process D. the determination and evaluation of public attitudes E. all of the above

E. all of the above

Which of the following is an advantage associated with public relations? A. greater credibility B. ability to build positive image C. avoidance of clutter D. low absolute and relative cost E. all of the above

E. all of the above

Which of the following would most reflect the traditional role of public relations? A. a company's sponsorship of a Little League team B. a company's donations to a local charity C. sponsorship within an organization of a blood drive D. the mailing of a press release announcing a new product E. all of the above

E. all of the above

Which of the following is NOT an advantage associated with corporate advertising? A. potential good will B. its use as a potential positioning vehicle C. benefits from public relations D. the ability to reach people different from those reached by other types of advertising E. consistent effectiveness

E. consistent effectiveness

According to the new definition of public relations, the function of public relations personnel is to: A. assess public attitudes B. promote products or services directly C. create a favorable corporate image D. develop and execute communications programs designed to bring about public understanding and acceptance E. do all of the above

E. do all of the above

Public relations campaigns must be evaluated in order to: A. determine their contribution toward achieving communications objectives B. tell management what has been achieved through PR activities C. provide management quantitative ways to judge PR activities D. provide management ways to judge the quality of PR activities E. do all of the above

E. do all of the above

MPR activities are used by public relations agencies to: A. receive discounts in various media B. place new releases in mass media simultaneously C. "microsegment" the market D. achieve feedback from public relations activities E. do none of the above

E. do none of the above

Marketing public relations (MPR) activities designed to support marketing objectives add value to the integrated marketing program by: A. building marketplace excitement B. creating advertising news where there is none C. providing a value-added customer service D. defending products at risk and giving consumers a reason to buy E. doing all of the above

E. doing all of the above

Corporate advertising, an extension of the public relations function, is considered controversial because: A. consumers are not interested in this form of advertising B. a belief held by consumers and critics that the only reason firms engage in corporate advertising is because they are in trouble C. corporate ads are considered a costly form of self-indulgence on the part of top managers D. corporate ads do not appeal directly to anyone, and the logical conclusion is that they are a waste of money E. of all of the above reasons

E. of all of the above reasons

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? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. MPR E. press release

E. press release

A. Community involvement

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 B. Integrated public relations activities (IPRA) C. Exclusives D. Press conference E. Press release

B. Image advertising

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? A. Advocacy advertising B. Image advertising C. Issue advertising D. Cause-related advertising E. Advertorial marketing

B. the public at large.

In public relations targeting, external audiences include: A. customers. B. the public at large. C. suppliers. D. stockholders. E. employees.

B. cause-related marketing.

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: A. advocacy advertising. B. cause-related marketing. C. publicity. D. advertorial marketing. E. transactional marketing

A. 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 are unidimensional. C. they are less expensive forms of advertising. D. they help in propagating ideas and elucidating controversial social issues of public importance. E. they explain management's position on a particular environmental or social issue.

B. public relations

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 promotional B. public relations C. advertising D. direct-response E. outdoor marketing

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: A. advocacy advertising. B. cause-related marketing. C. publicity. D. advertorial marketing. E. transactional marketing

E. It gives management a way to judge the quality of public relations achievements and activities.

Measuring the effectiveness of PR activities provides which of the following advantages? A. It helps deal with the problem of clutter. B. It reduces the high absolute costs connected with PR activities. C. It helps in reaching specific audience groups. D. It helps in completing the communication process. E. It gives management a way to judge the quality of public relations achievements and activities.

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

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? A. Use the objective-task method for setting its budget B. Change its name C. Conduct research to determine the public attitude toward the company D. Lower its prices E. Add product line extensions

A. advocacy advertising.

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. B. publicity. C. a sponsorship. D. public relations advertising. E. image advertising.

A. lack of control

One of the main disadvantages of publicity is: A. lack of control. B. low credibility. C. perception of being endorsed by the media. D. the ability of the marketer to control the timing. E. non-identification of the sponsor.

D. media

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. A. supplier B. customer C. government D. media E. investor

B. employees of the firm.

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. current customers of the organization. B. employees of the firm. C. the press. D. government officials. E. community members

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

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? A. The Internet offers longer exposure times than other media. B. The Internet is confined by time and space limitations that do not inhibit other media. C. The Internet offers the ability to build internal links to provide instant access to as much information as needed. D. The Internet cannot be used by organizations to defend themselves against negative publicity. E. The Internet is not used as a public relations source.

D. video news release.

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: A. image advertising. B. advocacy advertising. C. cause-related advertising. D. video news release. E. direct response advertising

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

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? A. Tying PR activities directly to sales B. Timing the amount of time a sponsored logo appears on television C. Conducting studies to determine the relationship between corporate advertising and stock prices D. Computer simulations E. Measuring effectiveness of the sales promotional tools instead

A. corporate advertising

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. B. advocacy advertising. C. an advertorial. D. lobbying. E. continuity advertising.

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

The two main goals of corporate advertising are creating a positive image for the firm and: A. developing interest in the product and services. B. creating awareness about the new products of the firm. C. inducing trial. D. inviting feedback. E. communicating the organization's views on social, business, and environmental issues

B. The management of publicity

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? A. Press conferences B. The management of publicity C. Press releases D. Video news releases E. Sponsorships

D. Press conference

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? A. Community involvement B. Integrated public relations activities (IPRA) C. Exclusives D. Press conference E. Press release

C. publicity

Unlike other forms of promotions, _____ is not usually perceived as being sponsored by the company, especially in negative instances. A. direct marketing B. outdoor advertising C. publicity D. transit advertising E. trade promotion

D. exclusive.

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) ____. A. needledrop. B. mnemonic. C. interview. D. exclusive. E. press conference.

D. Questionable effectiveness

Which of the following is a criticism commonly applied to corporate advertising? A. Poor vehicle for repositioning a company or a brand B. Does not take advantage of any benefits derived from public relations C. Not effective at reaching the target market D. Questionable effectiveness E. Lack of control over public opinion

B. Public opinion and surveys

Which of the following is a method for measuring the effectiveness of public relations activities? A. Number of customer complaints B. Public opinion and surveys C. Sales D. Computer simulations E. Trend analyses

D. Use as an effective lead generator

Which of the following is an advantage associated with public relations? A. Effectiveness at completing the communications product. B. High absolute cost but low relative cost. C. Ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments. D. Use as an effective lead generator. E. Strong connection of the receiver to the source.

E. Press

Which of the following is considered an external audience for a public relations activity? A. Customers B. Suppliers C. Members of the local community D. Stockholders E. Press

A. Customer

Which of the following is considered an internal audience for a public relations activity? A. Customer B. Media C. Government D. Financial community E. Civic groups

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

Which of the following is one of the important reasons for the high power of publicity as a form of promotion? A. Lack of clutter B. Leads to increase in sales C. Its news value and the frequency of exposure it generates D. Its lack of ability to generate word of mouth information E. Its low relative costs

D. Corporate ads are not easy to write

Which of the following statements about corporate advertising is true? A. It is cheap form of advertising. B. It attracts the interest of consumers. C. Consumers prefer watching such advertising that provide a lot of meaning to them. D. Corporate ads are not easy to write. E. It concentrates on the promotion of one specific product or service

D. Publicity is typically a short-term strategy.

Which of the following statements about publicity and public relations is true? A. Publicity always originates within the firm. B. Public relations is typically a short term strategy. C. Publicity is always positive. D. Publicity is typically a short-term strategy. E. Publicity is synonymous to public relation.

C. MPR breaks through the clutter.

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

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

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

D. issue

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. A. direct-response ads B. image C. general positioning D. issue E. transit

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 B. publicity C. a sponsorship D. public relations advertising E. image advertising

B. Its ability to make or destroy a brand.

Why is publicity considered by many marketers to be the strongest form of marketing communications? A. Its effectiveness at completing the communications process. B. Its ability to make or destroy a brand. C. The fact that consumers perceive the communication as biased. D. The ease with which it is coordinated with other communications activities. E. The positive image it always attaches to products and organizations

C. Credibility of the message

Why is publicity viewed as being so much more important than advertising, sales promotion, or other forms of public relations? A. Control of the message B. Timing of the message C. Credibility of the message D. Accuracy of the message E. Lack of clutter

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

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 B. To show its position on sports marketing C. To create a generic positioning strategy D. To further segment its target market E. To reduce its overall promotional expenses

A. Advocacy

_____ 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 B. Image C. Aerial D. Event E. Interactive

C. Advocacy advertising

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

A. Video news releases

_____ is a publicity piece produced by publicists so that stations can air it as a news story. A. Video news releases B. Public relations C. Spilt-run tests D. Mnemonics E. Dramatization ads

C. Image advertising

_____ is the form of corporate advertising devoted to promoting the organization's overall image. A. Transit advertising B. Cause - related advertising C. Image advertising D. Advocacy advertising E. Symbolic advertising

A. Public relations

_____ 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 B. Image advertising C. Corporate advertising D. Dyadic communications E. Integrated marketing communications

D. Publicity

_____ refers to the generation of news about a person, product, or service that appears in broadcast or print media. A. Advertising B. Direct response advertising C. Sales promotions D. Publicity E. Advertainment