Question 1

The new role of public relations is one characterized by:

Accepted Answer

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

Question 2

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

Question 3

Cause-related marketing refers to:

Accepted Answer

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 
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

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

Publicity is:

Accepted Answer

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

Question 7

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

Accepted Answer

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. 
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.

Question 8

Which of the following statements about sponsorship is NOT true?

Accepted Answer

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

Question 9

Marketers seek attainment of corporate advertising's objectives by implementing all the following EXCEPT:

Accepted Answer

A)  image advertising 
B)  cause-related advertising 
C)  cooperative advertising 
D)  television sponsorship 
A)  image advertising 
B)  cause-related advertising 
C)  cooperative advertising 
D)  television sponsorship

Question 10

Communications activities designed to promote a firm overall,without reference to a specific product,are called:

Accepted Answer

A)  corporate advertising 
B)  advocacy advertising 
C)  advertorials 
D)  lobbying 
A)  corporate advertising 
B)  advocacy advertising 
C)  advertorials 
D)  lobbying

Question 11

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

Question 12

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)  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 
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

Question 13

The following are some of the reasons for which firms are concerned with the public's attitudes EXCEPT:

Accepted Answer

A)  firms regularly change their positioning 
B)  no one wants to be perceived as bad citizen 
C)  negative attitudes carry over to employee moral 
D)  firms exist in communities where their employees work and live 
A)  firms regularly change their positioning 
B)  no one wants to be perceived as bad citizen 
C)  negative attitudes carry over to employee moral 
D)  firms exist in communities where their employees work and live

Question 14

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

Accepted Answer

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

Question 15

Which of the following is a criticism commonly applied to corporate advertising?

Accepted Answer

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 
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

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

Offering a press release to only one particular medium may be termed:

Accepted Answer

A)  an exclusive 
B)  an advertorial 
C)  advocacy advertising 
D)  lobbying 
A)  an exclusive 
B)  an advertorial 
C)  advocacy advertising 
D)  lobbying

Question 19

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

Accepted Answer

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? 
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?

Question 20

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

The new role of public relations is one characterized by:

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

Cause-related marketing refers to:

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

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

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?

Marketers seek attainment of corporate advertising's objectives by implementing all the following EXCEPT:

Communications activities designed to promote a firm overall,without reference to a specific product,are called:

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.

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

The following are some of the reasons for which firms are concerned with the public's attitudes EXCEPT:

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

Which of the following is a criticism commonly applied to corporate advertising?

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

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

Offering a press release to only one particular medium may be termed:

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

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.

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

The new role of public relations is one characterized by:

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

Cause-related marketing refers to:

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

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

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?

Marketers seek attainment of corporate advertising's objectives by implementing all the following EXCEPT:

Communications activities designed to promote a firm overall,without reference to a specific product,are called:

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.

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

The following are some of the reasons for which firms are concerned with the public's attitudes EXCEPT:

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

Which of the following is a criticism commonly applied to corporate advertising?

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

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

Offering a press release to only one particular medium may be termed:

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

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.

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