Question 1

In the MPR context, CGM is the abbreviation for ________.

Accepted Answer

A)  consumer goods market. 
B)  cost of goods manufactured. 
C)  consumer generated marketing. 
D)  communication generated messages. 
E)  corporation general meeting 
A)  consumer goods market. 
B)  cost of goods manufactured. 
C)  consumer generated marketing. 
D)  communication generated messages. 
E)  corporation general meeting

Question 2

What is one way MPR protects the sales and/or image of a product?

Accepted Answer

A)  MPR encourages firms to develop crisis management plans. 
B)  MPR invests heavily in creative branding campaigns. 
C)  MPR encourages intermediaries to communicate directly with consumers. 
D)  MPR emphasize search engine optimization. 
E)  MPR places tremendous importance on prices for media space and time. 
A)  MPR encourages firms to develop crisis management plans. 
B)  MPR invests heavily in creative branding campaigns. 
C)  MPR encourages intermediaries to communicate directly with consumers. 
D)  MPR emphasize search engine optimization. 
E)  MPR places tremendous importance on prices for media space and time.

Question 3

Briefly explain the change in the promotional environment enabled by the Internet, as postulated by Al and Laura Ries in The Fall of Advertising and the Rise of PR.

Accepted Answer

Organizations are seeking more credible

Question 4

A firm's stakeholders generally do NOT include ________.

Accepted Answer

A)  investors 
B)  journalists 
C)  customers 
D)  employees 
E)  audiences 
A)  investors 
B)  journalists 
C)  customers 
D)  employees 
E)  audiences

Question 5

A newsworthy story may fail to attract attention if an organization has incorrectly identified the channel(s) through which to disseminate its message.

Accepted Answer

A) True 
 B)False

Question 6

Who are an organization's stakeholders?

Accepted Answer

Stakeholders typically include an organi

Question 7

Which of the following conditions must be met to effectively employ marketing public relations?

Accepted Answer

A)  Marketing and public relations practitioners need to better understand how to use a variety of intermediaries to convey promotional messages. 
B)  Public relations agencies need to acquire firms specializing in other communication strategies. 
C)  All promotional elements need to be brought under control of the marketing department. 
D)  Practitioners of MPR need to have backgrounds in creative advertising. 
E)  Firms must establish a directly proportional link between promotion and sales. 
A)  Marketing and public relations practitioners need to better understand how to use a variety of intermediaries to convey promotional messages. 
B)  Public relations agencies need to acquire firms specializing in other communication strategies. 
C)  All promotional elements need to be brought under control of the marketing department. 
D)  Practitioners of MPR need to have backgrounds in creative advertising. 
E)  Firms must establish a directly proportional link between promotion and sales.

Question 8

Explain in precise terms the ways MPR differs from other components in the promotional mix and why marketers need to understand such differences.

Accepted Answer

Marketers generally consider MPR to be a

Question 9

MPR is an ideal set of tools to reach mainly local audiences.

Accepted Answer

A) True 
 B)False

Question 10

________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services.

Accepted Answer

A)  Publicity 
B)  Organizational communication 
C)  Promotion 
D)  Public relations 
E)  Personal selling 
A)  Publicity 
B)  Organizational communication 
C)  Promotion 
D)  Public relations 
E)  Personal selling

Question 11

Advertising is a firm's efforts to build good relations with its various publics.

Accepted Answer

A) True 
 B)False

Question 12

Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?

Accepted Answer

A)  The mass market has become more uniform in its needs and preferences. 
B)  The global market for goods and services is diminishing. 
C)  Advertising results are hard to measure. 
D)  Consumers are taking greater control of the communication process. 
E)  Most audiences have completely migrated away from television. 
A)  The mass market has become more uniform in its needs and preferences. 
B)  The global market for goods and services is diminishing. 
C)  Advertising results are hard to measure. 
D)  Consumers are taking greater control of the communication process. 
E)  Most audiences have completely migrated away from television.

Question 13

Identify one way public relations and consumer-generated marketing resemble each other.

Accepted Answer

A)  Firms rely heavily on creating advertising campaigns in traditional media outlets. 
B)  Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer. 
C)  Companies have no tools with which to measure outcomes. 
D)  Consumers are totally in control of message creation. 
E)  Neither are elements in the promotional mix. 
A)  Firms rely heavily on creating advertising campaigns in traditional media outlets. 
B)  Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer. 
C)  Companies have no tools with which to measure outcomes. 
D)  Consumers are totally in control of message creation. 
E)  Neither are elements in the promotional mix.

In the MPR context, CGM is the abbreviation for ________.

What is one way MPR protects the sales and/or image of a product?

Briefly explain the change in the promotional environment enabled by the Internet, as postulated by Al and Laura Ries in The Fall of Advertising and the Rise of PR.

A firm's stakeholders generally do NOT include ________.

A newsworthy story may fail to attract attention if an organization has incorrectly identified the channel(s) through which to disseminate its message.

Who are an organization's stakeholders?

Which of the following conditions must be met to effectively employ marketing public relations?

Explain in precise terms the ways MPR differs from other components in the promotional mix and why marketers need to understand such differences.

MPR is an ideal set of tools to reach mainly local audiences.

________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services.

Advertising is a firm's efforts to build good relations with its various publics.

Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?

Identify one way public relations and consumer-generated marketing resemble each other.

Marketing Public Relations and the Marketing Communications Mix

MPR and the Organizations IT Serves

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

Building a Connector List

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters

Exam 1: An Introduction to Marketing Public Relations

In the MPR context, CGM is the abbreviation for ________.

What is one way MPR protects the sales and/or image of a product?

Briefly explain the change in the promotional environment enabled by the Internet, as postulated by Al and Laura Ries in The Fall of Advertising and the Rise of PR.

A firm's stakeholders generally do NOT include ________.

A newsworthy story may fail to attract attention if an organization has incorrectly identified the channel(s) through which to disseminate its message.

Who are an organization's stakeholders?

Which of the following conditions must be met to effectively employ marketing public relations?

Explain in precise terms the ways MPR differs from other components in the promotional mix and why marketers need to understand such differences.

MPR is an ideal set of tools to reach mainly local audiences.

________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services.

Advertising is a firm's efforts to build good relations with its various publics.

Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?

Identify one way public relations and consumer-generated marketing resemble each other.

Marketing Public Relations and the Marketing Communications Mix

MPR and the Organizations IT Serves

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

Building a Connector List

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters