Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

A)  greater credibility 
B)  ability to build positive image 
C)  contribution to clutter 
D)  low absolute and relative cost 
A)  greater credibility 
B)  ability to build positive image 
C)  contribution to clutter 
D)  low absolute and relative cost

Question 3

Which of the following promotional activities would best exemplify the new role of public relations?

Accepted Answer

A)  use of Shaquille O'Neal as a spokesperson for Pepsi 
B)  initiation of a contest to find a new spokesperson for a brand 
C)  donation of money to support a local children's soccer team 
D)  sponsorship of a marathon 
A)  use of Shaquille O'Neal as a spokesperson for Pepsi 
B)  initiation of a contest to find a new spokesperson for a brand 
C)  donation of money to support a local children's soccer team 
D)  sponsorship of a marathon

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

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

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

Which of the following promotional activities would best exemplify the new role of public relations?

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

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

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

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

Which of the following promotional activities would best exemplify the new role of public relations?

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

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