Question 1

Public relations activities directed to employees of the firm often have this objective:

Accepted Answer

A)  create goodwill and boost morale 
B)  explain shareholder value 
C)  distribute the company's annual report 
D)  demonstrate loyalty to suppliers and customers 
A)  create goodwill and boost morale 
B)  explain shareholder value 
C)  distribute the company's annual report 
D)  demonstrate loyalty to suppliers and customers

Question 2

Marketing public relations activities are less likely to be used in the following ways:

Accepted Answer

A)  providing information to opinion leaders 
B)  defending products at risk with a message of reassurance 
C)  building brand preference 
D)  creating news about a new advertising campaign 
A)  providing information to opinion leaders 
B)  defending products at risk with a message of reassurance 
C)  building brand preference 
D)  creating news about a new advertising campaign

Question 3

Cause-related marketing refers to:

Accepted Answer

A)  companies linking with charities through financial and/or in-kind support 
B)  all advertising designed to cause sales 
C)  corporate advertising designed to change the image of an organization 
D)  all advertising designed to cause attitude change 
A)  companies linking with charities through financial and/or in-kind support 
B)  all advertising designed to cause sales 
C)  corporate advertising designed to change the image of an organization 
D)  all advertising designed to cause attitude change

Question 4

Which of the following is NOT an advantage associated with media publicity?

Accepted Answer

A)  low absolute and relative cost 
B)  ability to build positive image 
C)  greater credibility 
D)  timing is entirely up to the media 
A)  low absolute and relative cost 
B)  ability to build positive image 
C)  greater credibility 
D)  timing is entirely up to the media

Question 5

Which of the following is NOT a strength associated with the marketer's use of media publicity?

Accepted Answer

A)  avoidance of clutter 
B)  credibility 
C)  image building 
D)  long-lasting communication effects 
A)  avoidance of clutter 
B)  credibility 
C)  image building 
D)  long-lasting communication effects

Question 6

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences?

Accepted Answer

A)  current customers and employees of the firm 
B)  the media and current customers 
C)  potential investors and the media 
D)  suppliers and employees of the firm 
A)  current customers and employees of the firm 
B)  the media and current customers 
C)  potential investors and the media 
D)  suppliers and employees of the firm

Question 7

Which of the following communications is most likely to have more credibility among its receivers?

Accepted Answer

A)  GM's magazine ads introducing its latest models 
B)  Celine Dion's appearance in Air Canada commercials 
C)  The magazine Motor Trend announcing the "Car of the Year" 
D)  Volvo's television ad promoting new standard safety features 
A)  GM's magazine ads introducing its latest models 
B)  Celine Dion's appearance in Air Canada commercials 
C)  The magazine Motor Trend announcing the "Car of the Year" 
D)  Volvo's television ad promoting new standard safety features

Question 8

Important research into the persuasion effects of event sponsorship has uncovered all of the following recommendations EXCEPT:

Accepted Answer

A)  The sponsorship should offer true value to the audience. 
B)  Sponsorship content should be "visible", so that participants are aware of the sponsoring brand. 
C)  Planners should avoid multiple-sponsor events where their message might be lost in the clutter. 
D)  Event sponsorships are deemed ineffective if there is no mechanism for product sales. 
A)  The sponsorship should offer true value to the audience. 
B)  Sponsorship content should be "visible", so that participants are aware of the sponsoring brand. 
C)  Planners should avoid multiple-sponsor events where their message might be lost in the clutter. 
D)  Event sponsorships are deemed ineffective if there is no mechanism for product sales.

Question 9

Each of the following is a strength of event sponsorship EXCEPT:

Accepted Answer

A)  Many marketers need evidence that event sponsorship is effective and a good return on their investment. 
B)  Effective IMC programs can be built around them at the local, regional or national level. 
C)  The brand can be positioned to a well-defined target audience. 
D)  Sponsorship of an event that interests the brand's target consumer can help form emotional attachments to the brand. 
A)  Many marketers need evidence that event sponsorship is effective and a good return on their investment. 
B)  Effective IMC programs can be built around them at the local, regional or national level. 
C)  The brand can be positioned to a well-defined target audience. 
D)  Sponsorship of an event that interests the brand's target consumer can help form emotional attachments to the brand.

Question 10

Public relations activities are less likely to give support to the following marketing objective:

Accepted Answer

A)  building trust 
B)  increasing short term sales 
C)  raising awareness 
D)  gaining understanding 
A)  building trust 
B)  increasing short term sales 
C)  raising awareness 
D)  gaining understanding

Question 11

The new role of public relations is one characterized by:

Accepted Answer

A)  a broader, more marketing-oriented role 
B)  less of a communication role 
C)  a tighter, more tightly defined role 
D)  less of a marketing orientation 
A)  a broader, more marketing-oriented role 
B)  less of a communication role 
C)  a tighter, more tightly defined role 
D)  less of a marketing orientation

Question 12

In public relations targeting, external audiences include:

Accepted Answer

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

Question 13

is usually controlled by the firm whereas__________is neither always positive nor under the control of the firm.

Accepted Answer

A)  Public relations; publicity 
B)  Strategy; news conferences 
C)  Publicity; public relations 
D)  Marketing programming; advertising 
A)  Public relations; publicity 
B)  Strategy; news conferences 
C)  Publicity; public relations 
D)  Marketing programming; advertising

Question 14

Companies are finding_________ an excellent platform from which to build equity and gain affinity with target audiences as well as a good public relations tool for the corporation in general.

Accepted Answer

A)  advertising 
B)  event sponsorships 
C)  sales promotion 
D)  personal selling 
A)  advertising 
B)  event sponsorships 
C)  sales promotion 
D)  personal selling

Question 15

Companies, like products, need to establish an image in the marketplace. _________activities are one way to accomplish this objective.

Accepted Answer

A)  Trade deal 
B)  Personal selling 
C)  Corporate advertising 
D)  Sales promotion 
A)  Trade deal 
B)  Personal selling 
C)  Corporate advertising 
D)  Sales promotion

Question 16

Becel has supported the Heart and Stroke Foundation for 20 years. This is an example of:

Accepted Answer

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

Question 17

Which of the following is NOT a limitation of cause-related marketing?

Accepted Answer

A)  The results are difficult to quantify. 
B)  Companies may support causes that offer little connection or relation to their brands. 
C)  Cause-related marketing may generate a great deal of publicity. 
D)  It takes time and effort to establish credibility with consumers. 
A)  The results are difficult to quantify. 
B)  Companies may support causes that offer little connection or relation to their brands. 
C)  Cause-related marketing may generate a great deal of publicity. 
D)  It takes time and effort to establish credibility with consumers.

Question 18

For many companies, the PR function is moving more and more toward a "new role" which is much closer to a(n) _________function than a traditional one.

Accepted Answer

A)  accounting 
B)  marketing 
C)  industrial relations 
D)  production 
A)  accounting 
B)  marketing 
C)  industrial relations 
D)  production

Question 19

When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT:

Accepted Answer

A)  current customers 
B)  the media 
C)  suppliers 
D)  employees of the firm 
A)  current customers 
B)  the media 
C)  suppliers 
D)  employees of the firm

Question 20

Marketing public relations (MPR) are activities designed to support marketing objectives in all of the following ways EXCEPT:

Accepted Answer

A)  defending products at risk with a message of reassurance 
B)  incentivizing immediate product sales 
C)  creating news about a new advertising campaign 
D)  building marketplace excitement 
A)  defending products at risk with a message of reassurance 
B)  incentivizing immediate product sales 
C)  creating news about a new advertising campaign 
D)  building marketplace excitement

Public relations activities directed to employees of the firm often have this objective:

Marketing public relations activities are less likely to be used in the following ways:

Cause-related marketing refers to:

Which of the following is NOT an advantage associated with media publicity?

Which of the following is NOT a strength associated with the marketer's use of media publicity?

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences?

Which of the following communications is most likely to have more credibility among its receivers?

Important research into the persuasion effects of event sponsorship has uncovered all of the following recommendations EXCEPT:

Each of the following is a strength of event sponsorship EXCEPT:

Public relations activities are less likely to give support to the following marketing objective:

The new role of public relations is one characterized by:

In public relations targeting, external audiences include:

is usually controlled by the firm whereas__________is neither always positive nor under the control of the firm.

Companies are finding_________ an excellent platform from which to build equity and gain affinity with target audiences as well as a good public relations tool for the corporation in general.

Companies, like products, need to establish an image in the marketplace. _________activities are one way to accomplish this objective.

Becel has supported the Heart and Stroke Foundation for 20 years. This is an example of:

Which of the following is NOT a limitation of cause-related marketing?

For many companies, the PR function is moving more and more toward a "new role" which is much closer to a(n) _________function than a traditional one.

When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT:

Marketing public relations (MPR) are activities designed to support marketing objectives in all of the following ways EXCEPT:

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

Public relations activities directed to employees of the firm often have this objective:

Marketing public relations activities are less likely to be used in the following ways:

Cause-related marketing refers to:

Which of the following is NOT an advantage associated with media publicity?

Which of the following is NOT a strength associated with the marketer's use of media publicity?

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences?

Which of the following communications is most likely to have more credibility among its receivers?

Important research into the persuasion effects of event sponsorship has uncovered all of the following recommendations EXCEPT:

Each of the following is a strength of event sponsorship EXCEPT:

Public relations activities are less likely to give support to the following marketing objective:

The new role of public relations is one characterized by:

In public relations targeting, external audiences include:

is usually controlled by the firm whereas__________is neither always positive nor under the control of the firm.

Companies are finding_________ an excellent platform from which to build equity and gain affinity with target audiences as well as a good public relations tool for the corporation in general.

Companies, like products, need to establish an image in the marketplace. _________activities are one way to accomplish this objective.

Becel has supported the Heart and Stroke Foundation for 20 years. This is an example of:

Which of the following is NOT a limitation of cause-related marketing?

For many companies, the PR function is moving more and more toward a "new role" which is much closer to a(n) _________function than a traditional one.

When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT:

Marketing public relations (MPR) are activities designed to support marketing objectives in all of the following ways EXCEPT:

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