Question 1

Which of the following is an advantage associated with media publicity?

Accepted Answer

A)  effectiveness at completing the communications product 
B)  ability to reach small market segments and/or specific audiences 
C)  ease with which PR activities are coordinated with other promotional activities, even when the activities are performed in different departments 
D)  high absolute cost but low relative cost 
A)  effectiveness at completing the communications product 
B)  ability to reach small market segments and/or specific audiences 
C)  ease with which PR activities are coordinated with other promotional activities, even when the activities are performed in different departments 
D)  high absolute cost but low relative cost B

Question 2

Which of the following is NOT a consideration around public relations tactics?

Accepted Answer

A)  The marketer needs to focus on maximizing paid media. 
B)  Decisions need to be made regarding alternative media such as news conferences, seminars, and events. 
C)  The marketer needs to know how to issue a press release and make a media presentation. 
D)  The marketer needs to make a choice of news media or corporate advertising. 
A)  The marketer needs to focus on maximizing paid media. 
B)  Decisions need to be made regarding alternative media such as news conferences, seminars, and events. 
C)  The marketer needs to know how to issue a press release and make a media presentation. 
D)  The marketer needs to make a choice of news media or corporate advertising. A

Question 3

Which of the following is NOT an example of cause-related marketing?

Accepted Answer

A)  running public service announcements 
B)  sponsoring a televised sports tournament 
C)  donating building materials to Habitat for Humanity 
D)  making outright monetary donations to a non-profit cause 
A)  running public service announcements 
B)  sponsoring a televised sports tournament 
C)  donating building materials to Habitat for Humanity 
D)  making outright monetary donations to a non-profit cause B

Question 4

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.

Accepted Answer

A)  a sponsorship 
B)  advocacy advertising 
C)  consumer relations 
D)  image advertising 
A)  a sponsorship 
B)  advocacy advertising 
C)  consumer relations 
D)  image advertising

Question 5

Which of the following is NOT one of the communication objectives on which public relations can deliver?

Accepted Answer

A)  strengthen positive attitudes towards the brand 
B)  enhance image as a good corporate citizen 
C)  support a cause through financial or physical involvement 
D)  generate brand awareness 
A)  strengthen positive attitudes towards the brand 
B)  enhance image as a good corporate citizen 
C)  support a cause through financial or physical involvement 
D)  generate brand awareness

Question 6

Esso ran an ad campaign that 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:

Accepted Answer

A)  a sponsorship 
B)  public relations advertising 
C)  advocacy advertising 
D)  image advertising 
A)  a sponsorship 
B)  public relations advertising 
C)  advocacy advertising 
D)  image advertising

Question 7

The way companies and organizations use public relations might be best viewed as:

Accepted Answer

A)  a waste of corporate expenditure, as it does not appear to assist in brand building 
B)  a continuum between a traditional non-marketing function and a more marketing-oriented perspective 
C)  whitewashing key issues 
D)  the opportunity to provide rationale or excuses for activities that the public views as undesirable 
A)  a waste of corporate expenditure, as it does not appear to assist in brand building 
B)  a continuum between a traditional non-marketing function and a more marketing-oriented perspective 
C)  whitewashing key issues 
D)  the opportunity to provide rationale or excuses for activities that the public views as undesirable

Question 8

The information in a press release will not be used unless:

Accepted Answer

A)  the content is of interest to the users of the medium it is sent to 
B)  the release is several pages long 
C)  it is provided in digital format 
D)  the company pays for media placement 
A)  the content is of interest to the users of the medium it is sent to 
B)  the release is several pages long 
C)  it is provided in digital format 
D)  the company pays for media placement

Question 9

Because media publicity communications are typically perceived as __________, they are not subject to the problems with clutter that are common to other forms of promotional communication.

Accepted Answer

A)  corporate-sponsored advertisements 
B)  news items 
C)  image building 
D)  altruistic 
A)  corporate-sponsored advertisements 
B)  news items 
C)  image building 
D)  altruistic

Question 10

Publicity is:

Accepted Answer

A)  typically a long-term strategy. 
B)  news about a person, product, or service that appears in broadcast or print media, and now on the Internet. 
C)  designed to provide positive information about the competition. 
D)  always under the control of the firm. 
A)  typically a long-term strategy. 
B)  news about a person, product, or service that appears in broadcast or print media, and now on the Internet. 
C)  designed to provide positive information about the competition. 
D)  always under the control of the firm.

Question 11

Which of the following statements describes a major difference between publicity and public relations?

Accepted Answer

A)  Publicity is always positive. 
B)  Publicity always originates within the firm. 
C)  Publicity is typically a short-term strategy. 
D)  Public relations is typically a short-term strategy. 
A)  Publicity is always positive. 
B)  Publicity always originates within the firm. 
C)  Publicity is typically a short-term strategy. 
D)  Public relations is typically a short-term strategy.

Question 12

Which of the following statements about sponsorship is NOT true?

Accepted Answer

A)  The Arts receive the majority of event sponsorship monies. 
B)  Many marketers are attracted to event sponsorship because it gets their company names in front of consumers. 
C)  Golf tournaments are a popular event for sponsorship by marketers of luxury automobiles and other upscale products. 
D)  Growth in sponsorship investments has led to a corresponding emergence of measuring the effectiveness of sponsorships. 
A)  The Arts receive the majority of event sponsorship monies. 
B)  Many marketers are attracted to event sponsorship because it gets their company names in front of consumers. 
C)  Golf tournaments are a popular event for sponsorship by marketers of luxury automobiles and other upscale products. 
D)  Growth in sponsorship investments has led to a corresponding emergence of measuring the effectiveness of sponsorships.

Question 13

Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans?

Accepted Answer

A)  Are the objectives specific and measurable? 
B)  Do the PR people understand the product's strengths and weaknesses? 
C)  Does the plan include analysis of recent editorial coverage? 
D)  Will the tactics be perceived as silly or gimmicky by the public? 
A)  Are the objectives specific and measurable? 
B)  Do the PR people understand the product's strengths and weaknesses? 
C)  Does the plan include analysis of recent editorial coverage? 
D)  Will the tactics be perceived as silly or gimmicky by the public?

Question 14

is the management function that executes a program of action and communication to earn public understanding and acceptance.

Accepted Answer

A)  Sales promotion 
B)  Branding 
C)  Advertising 
D)  Public relations 
A)  Sales promotion 
B)  Branding 
C)  Advertising 
D)  Public relations

Question 15

Which of the following is NOT a reason for conducting research to determine public attitudes?

Accepted Answer

A)  It leads directly to more product sales. 
B)  It results in more internal support. 
C)  It provides input into the planning process. 
D)  It serves as an "early warning system" to detect problems. 
A)  It leads directly to more product sales. 
B)  It results in more internal support. 
C)  It provides input into the planning process. 
D)  It serves as an "early warning system" to detect problems.

Question 16

Although most public relations efforts seek a variety of channels for distribution, an alternative strategy is to offer one particular medium _________rights to the story if that
Medium reaches a substantial number of people in the target audience.

Accepted Answer

A)  limited 
B)  legal 
C)  legitimate 
D)  exclusive 
A)  limited 
B)  legal 
C)  legitimate 
D)  exclusive

Question 17

In the new role of ________, both marketing and PR departments work together, blending their talents to provide the best overall image of the firm and its product or service offerings.

Accepted Answer

A)  public relations 
B)  interactive media 
C)  advertising 
D)  sales promotion 
A)  public relations 
B)  interactive media 
C)  advertising 
D)  sales promotion

Question 18

Each of the following is a limitation of media publicity EXCEPT:

Accepted Answer

A)  The fact that media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible. 
B)  Timing of the publicity is not always completely under the control of the marketer. 
C)  A firm's PR efforts are rarely associated with its sponsors in the public mind. 
D)  Media publicity may also misfire through mismanagement and a lack of coordination with the marketing department. 
A)  The fact that media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible. 
B)  Timing of the publicity is not always completely under the control of the marketer. 
C)  A firm's PR efforts are rarely associated with its sponsors in the public mind. 
D)  Media publicity may also misfire through mismanagement and a lack of coordination with the marketing department.

Question 19

In public relations, internal audiences include all of the following EXCEPT:

Accepted Answer

A)  stockholders 
B)  suppliers 
C)  customers 
D)  the public at large 
A)  stockholders 
B)  suppliers 
C)  customers 
D)  the public at large

Question 20

When companies establish a worthy cause themselves rather than working with an existing organization it is called:

Accepted Answer

A)  advertorial marketing 
B)  cause-related marketing 
C)  publicity 
D)  advocacy advertising 
A)  advertorial marketing 
B)  cause-related marketing 
C)  publicity 
D)  advocacy advertising

Which of the following is an advantage associated with media publicity?

Which of the following is NOT a consideration around public relations tactics?

Which of the following is NOT an example of cause-related marketing?

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.

Which of the following is NOT one of the communication objectives on which public relations can deliver?

Esso ran an ad campaign that 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:

The way companies and organizations use public relations might be best viewed as:

The information in a press release will not be used unless:

Because media publicity communications are typically perceived as __________, they are not subject to the problems with clutter that are common to other forms of promotional communication.

Publicity is:

Which of the following statements describes a major difference between publicity and public relations?

Which of the following statements about sponsorship is NOT true?

Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans?

is the management function that executes a program of action and communication to earn public understanding and acceptance.

Which of the following is NOT a reason for conducting research to determine public attitudes?

Although most public relations efforts seek a variety of channels for distribution, an alternative strategy is to offer one particular medium _________rights to the story if that Medium reaches a substantial number of people in the target audience.

In the new role of ________, both marketing and PR departments work together, blending their talents to provide the best overall image of the firm and its product or service offerings.

Each of the following is a limitation of media publicity EXCEPT:

In public relations, internal audiences include all of the following EXCEPT:

When companies establish a worthy cause themselves rather than working with an existing organization it is called:

Integrated Marketing Communications

Organizing for Imc: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the Imc Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters

Exam 15: Public Relations

Which of the following is an advantage associated with media publicity?

Which of the following is NOT a consideration around public relations tactics?

Which of the following is NOT an example of cause-related marketing?

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.

Which of the following is NOT one of the communication objectives on which public relations can deliver?

Esso ran an ad campaign that 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:

The way companies and organizations use public relations might be best viewed as:

The information in a press release will not be used unless:

Because media publicity communications are typically perceived as __________, they are not subject to the problems with clutter that are common to other forms of promotional communication.

Publicity is:

Which of the following statements describes a major difference between publicity and public relations?

Which of the following statements about sponsorship is NOT true?

Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans?

is the management function that executes a program of action and communication to earn public understanding and acceptance.

Which of the following is NOT a reason for conducting research to determine public attitudes?

Although most public relations efforts seek a variety of channels for distribution, an alternative strategy is to offer one particular medium _________rights to the story if that Medium reaches a substantial number of people in the target audience.

In the new role of ________, both marketing and PR departments work together, blending their talents to provide the best overall image of the firm and its product or service offerings.

Each of the following is a limitation of media publicity EXCEPT:

In public relations, internal audiences include all of the following EXCEPT:

When companies establish a worthy cause themselves rather than working with an existing organization it is called:

Integrated Marketing Communications

Organizing for Imc: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the Imc Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters