Question 1

A panel of marketing and public relations experts concluded that ________.

Accepted Answer

A) public relations is part of marketing 
B) marketing is part of public relations 
C) marketing should receive a greater budget than public relations 
D) marketing and public relations are separate and equal but related 
E) it's impossible to define the differences between marketing and public relations 
A) public relations is part of marketing 
B) marketing is part of public relations 
C) marketing should receive a greater budget than public relations 
D) marketing and public relations are separate and equal but related 
E) it's impossible to define the differences between marketing and public relations D

Question 2

What is an IMC audit? How is one administered?

Accepted Answer

An IMC audit determines where the organization currently stands and,perhaps,makes
recommendations for the future.Professor Tom Duncan recommends a five step process: Analysis of
the communication network used to develop marketing communications programs,identification and
prioritization of key stakeholder groups,evaluation of the organization's customer databases,content
analysis of all messages used within the past year,and assessment of knowledge of,and attitudes
toward,IMC on the part of marketing managers,top management,and key agency managers.

Question 3

Which of the following is not one of the four P's of marketing?

Accepted Answer

A) price 
B) product 
C) promotion 
D) place 
E) publicity 
A) price 
B) product 
C) promotion 
D) place 
E) publicity E

Question 4

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

Accepted Answer

A) the use of databases and issues management to understand stakeholders 
B) creating business and communications plans for each local market 
C) hiring only team players 
D) All of the above. 
E) None of the above. 
A) the use of databases and issues management to understand stakeholders 
B) creating business and communications plans for each local market 
C) hiring only team players 
D) All of the above. 
E) None of the above.

Question 5

An indication that consumer-focused marketing is influencing public relations is ________.

Accepted Answer

A) the growing number of mergers of advertising and public relations agencies 
B) the decline in the growth of public relations 
C) the increasing sophistication of marketing public relations 
D) A and B 
E) A and C 
A) the growing number of mergers of advertising and public relations agencies 
B) the decline in the growth of public relations 
C) the increasing sophistication of marketing public relations 
D) A and B 
E) A and C

Question 6

What do marketers mean when they speak of a contact point?

Accepted Answer

In marketing,a contact point i

Question 7

In an effort to curb ghostwriting,medical journals ________.

Accepted Answer

A) restricted distribution of the journals to licensed doctors 
B) have asked contributors to follow a code of ethics 
C) banned researchers from submitting articles 
D) All of the above. 
E) None of the above.. 
A) restricted distribution of the journals to licensed doctors 
B) have asked contributors to follow a code of ethics 
C) banned researchers from submitting articles 
D) All of the above. 
E) None of the above..

Question 8

IMC is different from mass marketing because ________.

Accepted Answer

A) IMC targets mass audiences using databases 
B) mass marketing favors the use of new media 
C) IMC practitioners emphasize customer-preferred media 
D) A and B 
E) A and C 
A) IMC targets mass audiences using databases 
B) mass marketing favors the use of new media 
C) IMC practitioners emphasize customer-preferred media 
D) A and B 
E) A and C

Question 9

Consumer-focused marketing includes ________.

Accepted Answer

A) database marketing 
B) relationship marketing 
C) customer relationship management 
D) integrated brand communication 
E) All of the above. 
A) database marketing 
B) relationship marketing 
C) customer relationship management 
D) integrated brand communication 
E) All of the above.

Question 10

Unlike public relations,marketing focuses upon relationships with all publics.

Accepted Answer

A) True 
 B)False

Question 11

An indication that public relations is influencing consumer-focused marketing is ________.

Accepted Answer

A) the emphasis on two-way communication 
B) the decline in the use of IMC 
C) the dividing of publics into smaller publics 
D) A and B 
E) A and C 
A) the emphasis on two-way communication 
B) the decline in the use of IMC 
C) the dividing of publics into smaller publics 
D) A and B 
E) A and C

Question 12

Are consumer concerns about privacy affecting consumer-focused marketing?

Accepted Answer

In a word,yes.International standards di

Question 13

The values-driven management of relationships between an organization and the publics that can affect its success is ________.

Accepted Answer

A) marketing 
B) public relations 
C) advertising 
D) promotion 
E) IMC 
A) marketing 
B) public relations 
C) advertising 
D) promotion 
E) IMC

Question 14

The use of wireless media and an integrated content delivery and direct response vehicle is known as ________.

Accepted Answer

A) e-commerce 
B) wireless public relations 
C) mobile marketing 
D) skyping 
E) i-marketing 
A) e-commerce 
B) wireless public relations 
C) mobile marketing 
D) skyping 
E) i-marketing

Question 15

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

Accepted Answer

A) the creation of shared performance measures 
B) the use of mass marketing techniques 
C) the development of a global communications strategy 
D) the use of broad evaluative measures that cover all audiences 
E) exercising regularly and drinking three glasses of milk daily 
A) the creation of shared performance measures 
B) the use of mass marketing techniques 
C) the development of a global communications strategy 
D) the use of broad evaluative measures that cover all audiences 
E) exercising regularly and drinking three glasses of milk daily

Question 16

The Journal of the American Medical Association reported that at least 11 percent of articles in top U.S.medical journals ________.

Accepted Answer

A) are ghostwritten 
B) use improper grammar and English 
C) are potentially biased by corporate interests 
D) A and B 
E) A and C 
A) are ghostwritten 
B) use improper grammar and English 
C) are potentially biased by corporate interests 
D) A and B 
E) A and C

Question 17

The importance of mobile marketing in IMC is decreasing.

Accepted Answer

A) True 
 B)False

Question 18

Ford Motor Company's "Fiesta Movement" has been honored as an excellent use of ________.

Accepted Answer

A) targeted advertising 
B) database marketing 
C) direct mail 
D) social media 
E) special events 
A) targeted advertising 
B) database marketing 
C) direct mail 
D) social media 
E) special events

Question 19

Why and how are databases essential to consumer-focused marketing?

Accepted Answer

Databases can store information on indiv

Question 20

At the start of the 21st century,the use of mass marketing is ________.

Accepted Answer

A) increasing at a rapid pace 
B) declining 
C) holding steady 
D) considered the new wave of the future 
E) None of the above. 
A) increasing at a rapid pace 
B) declining 
C) holding steady 
D) considered the new wave of the future 
E) None of the above.

A panel of marketing and public relations experts concluded that ________.

What is an IMC audit? How is one administered?

Which of the following is not one of the four P's of marketing?

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

An indication that consumer-focused marketing is influencing public relations is ________.

What do marketers mean when they speak of a contact point?

In an effort to curb ghostwriting,medical journals ________.

IMC is different from mass marketing because ________.

Consumer-focused marketing includes ________.

Unlike public relations,marketing focuses upon relationships with all publics.

An indication that public relations is influencing consumer-focused marketing is ________.

Are consumer concerns about privacy affecting consumer-focused marketing?

The values-driven management of relationships between an organization and the publics that can affect its success is ________.

The use of wireless media and an integrated content delivery and direct response vehicle is known as ________.

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

The Journal of the American Medical Association reported that at least 11 percent of articles in top U.S.medical journals ________.

The importance of mobile marketing in IMC is decreasing.

Ford Motor Company's "Fiesta Movement" has been honored as an excellent use of ________.

Why and how are databases essential to consumer-focused marketing?

At the start of the 21st century,the use of mass marketing is ________.

What Is Public Relations

Jobs in Public Relations

A Brief History of Public Relations

The Publics in Public Relations

Communication Theory and Public Opinion

Ethics and Social Responsibility in Public Relations

Research and Evaluation

Planning: the Strategies of Public Relations

Communication: the Tactics of Public Relations

Multimedia Message Development

Cyber-Relations in the Digital Age

Crisis Communications

Cross-Cultural Communication

Public Relations and the Law

Your Future in Public Relations

Filters

Exam 13: Public Relations and Marketing

A panel of marketing and public relations experts concluded that ________.

What is an IMC audit? How is one administered?

Which of the following is not one of the four P's of marketing?

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

An indication that consumer-focused marketing is influencing public relations is ________.

What do marketers mean when they speak of a contact point?

In an effort to curb ghostwriting,medical journals ________.

IMC is different from mass marketing because ________.

Consumer-focused marketing includes ________.

Unlike public relations,marketing focuses upon relationships with all publics.

An indication that public relations is influencing consumer-focused marketing is ________.

Are consumer concerns about privacy affecting consumer-focused marketing?

The values-driven management of relationships between an organization and the publics that can affect its success is ________.

The use of wireless media and an integrated content delivery and direct response vehicle is known as ________.

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

The Journal of the American Medical Association reported that at least 11 percent of articles in top U.S.medical journals ________.

The importance of mobile marketing in IMC is decreasing.

Ford Motor Company's "Fiesta Movement" has been honored as an excellent use of ________.

Why and how are databases essential to consumer-focused marketing?

At the start of the 21st century,the use of mass marketing is ________.

What Is Public Relations

Jobs in Public Relations

A Brief History of Public Relations

The Publics in Public Relations

Communication Theory and Public Opinion

Ethics and Social Responsibility in Public Relations

Research and Evaluation

Planning: the Strategies of Public Relations

Communication: the Tactics of Public Relations

Multimedia Message Development

Cyber-Relations in the Digital Age

Crisis Communications

Cross-Cultural Communication

Public Relations and the Law

Your Future in Public Relations

Filters