Question 1

As there is an implied endorsement by the media, publicity can be

Accepted Answer

A)  paid for by the sponsor. 
B)  more expensive. 
C)  less credible. 
D)  paid for. 
E)  more legitimate. 
A)  paid for by the sponsor. 
B)  more expensive. 
C)  less credible. 
D)  paid for. 
E)  more legitimate. E

Question 2

What role does public relations play in the not-for-profit sector?

Accepted Answer

Public relations plays a key role in fundraising for the not-for-profit sector. Public relations helps educate the public about how funds are used. The PR message is designed to predispose people to give, to solicit commitment, and to make people feel good about giving. It is an important component of a fully integrated communications plan.

Question 3

The goal of public relations is media exposure. Media exposure can be measured in terms of __________, or the number of times an item was potentially seen.

Accepted Answer

A)  gross rating points 
B)  gross impressions 
C)  ad clicks 
D)  sales volume 
E)  ad views 
A)  gross rating points 
B)  gross impressions 
C)  ad clicks 
D)  sales volume 
E)  ad views B

Question 4

BMW experimented with ____________ when it partnered with Fairmont Hotels & Resorts, allowing members of the Fairmont's loyalty program access to a BWM X5 during their stay.

Accepted Answer

A)  product seeding 
B)  sponsorship 
C)  experiential marketing 
D)  branded content 
E)  product placement 
A)  product seeding 
B)  sponsorship 
C)  experiential marketing 
D)  branded content 
E)  product placement

Question 5

If an organization does not have anything newsworthy to say directly about a product, they may try to generate publicity by promoting a marketing activity that is related to the product. This is known as

Accepted Answer

A)  public affairs. 
B)  poor strategy. 
C)  promotional strategy. 
D)  borrowed-interest strategy. 
E)  low-interest strategy. 
A)  public affairs. 
B)  poor strategy. 
C)  promotional strategy. 
D)  borrowed-interest strategy. 
E)  low-interest strategy.

Question 6

What is a press release and how is it distributed?

Accepted Answer

A press release is a document prepared b

Question 7

In the __________________ sector, public relations helps educate the public, secure funding support, and source volunteers. This is key since money can be better spent supporting the public.

Accepted Answer

A)  corporate 
B)  hospital 
C)  not-for-profit 
D)  entertainment 
E)  business sector 
A)  corporate 
B)  hospital 
C)  not-for-profit 
D)  entertainment 
E)  business sector

Question 8

What is a borrowed-interest strategy? What is the focus of the marketing communications?

Accepted Answer

A borrowed-interest strategy is a plan t

Question 9

Given the squeeze on marketing budgets, how can public relations be utilized to help marketing executives?

Accepted Answer

Good PR will help launch new products, a

Question 10

If Procter & Gamble were putting together a typical media kit, which component would be left out?

Accepted Answer

A)  a press release. 
B)  historical fact sheets. 
C)  product samples. 
D)  a public relations plan. 
E)  a schedule of conference events. 
A)  a press release. 
B)  historical fact sheets. 
C)  product samples. 
D)  a public relations plan. 
E)  a schedule of conference events.

Question 11

What must a company think about prior to investing in social media?

Accepted Answer

Social media offers new and innovative w

Question 12

If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy.

Accepted Answer

A) True 
 B)False

Question 13

Media, governments, prospective shareholders, and community organizations are all members of a firm's

Accepted Answer

A)  marketing team. 
B)  external publics. 
C)  internal publics. 
D)  internal stakeholder. 
E)  customers. 
A)  marketing team. 
B)  external publics. 
C)  internal publics. 
D)  internal stakeholder. 
E)  customers.

Question 14

Fashion designers often give their fashions to celebrities for free, hoping that the celebrities will talk about the product to others. This is an example of

Accepted Answer

A)  advertising. 
B)  publicity. 
C)  product placement. 
D)  sponsorship. 
E)  word-of-mouth marketing. 
A)  advertising. 
B)  publicity. 
C)  product placement. 
D)  sponsorship. 
E)  word-of-mouth marketing.

Question 15

When Maple Leaf Foods gathered news reporters to witness the release of important information about its listeriosis outbreak in 2008, it was

Accepted Answer

A)  holding a press conference. 
B)  hoping to create a press kit. 
C)  wanting a video news release. 
D)  developing a feature story. 
E)  generating a press release. 
A)  holding a press conference. 
B)  hoping to create a press kit. 
C)  wanting a video news release. 
D)  developing a feature story. 
E)  generating a press release.

Question 16

Why is community relations becoming increasingly important? Give an example of a company engaged in community relations.

Accepted Answer

In today's environment, consumers put mo

Question 17

Which of the following would NOT be considered one of the strategic roles of public relations?

Accepted Answer

A)  reaching opinion leaders 
B)  maximize news value of new product introductions 
C)  generating sales leads 
D)  reaching markets that may not be targeted by advertising 
E)  timing public relations events to reinforce advertising campaigns 
A)  reaching opinion leaders 
B)  maximize news value of new product introductions 
C)  generating sales leads 
D)  reaching markets that may not be targeted by advertising 
E)  timing public relations events to reinforce advertising campaigns

Question 18

__________ is a form of communications primarily directed toward gaining public understanding and acceptance.

Accepted Answer

A)  Sales 
B)  Publicity 
C)  Public Relations 
D)  Direct Marketing 
E)  Advertising 
A)  Sales 
B)  Publicity 
C)  Public Relations 
D)  Direct Marketing 
E)  Advertising

Question 19

One of the key disadvantages of public relations is

Accepted Answer

A)  the negative impact on sales. 
B)  that public relations does not build a rapport with customers. 
C)  that the media is not a very credible source. 
D)  the absence of control experienced by the sponsoring organization. 
E)  that public relations is much more expensive than advertising. 
A)  the negative impact on sales. 
B)  that public relations does not build a rapport with customers. 
C)  that the media is not a very credible source. 
D)  the absence of control experienced by the sponsoring organization. 
E)  that public relations is much more expensive than advertising.

Question 20

The Canadian Cancer Society can use public relations as a key role in both fundraising and educating the public about how funds are used.

Accepted Answer

A) True 
 B)False

As there is an implied endorsement by the media, publicity can be

What role does public relations play in the not-for-profit sector?

The goal of public relations is media exposure. Media exposure can be measured in terms of __________, or the number of times an item was potentially seen.

BMW experimented with ____________ when it partnered with Fairmont Hotels & Resorts, allowing members of the Fairmont's loyalty program access to a BWM X5 during their stay.

If an organization does not have anything newsworthy to say directly about a product, they may try to generate publicity by promoting a marketing activity that is related to the product. This is known as

What is a press release and how is it distributed?

In the __________________ sector, public relations helps educate the public, secure funding support, and source volunteers. This is key since money can be better spent supporting the public.

What is a borrowed-interest strategy? What is the focus of the marketing communications?

Given the squeeze on marketing budgets, how can public relations be utilized to help marketing executives?

If Procter & Gamble were putting together a typical media kit, which component would be left out?

What must a company think about prior to investing in social media?

If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy.

Media, governments, prospective shareholders, and community organizations are all members of a firm's

Fashion designers often give their fashions to celebrities for free, hoping that the celebrities will talk about the product to others. This is an example of

When Maple Leaf Foods gathered news reporters to witness the release of important information about its listeriosis outbreak in 2008, it was

Why is community relations becoming increasingly important? Give an example of a company engaged in community relations.

Which of the following would NOT be considered one of the strategic roles of public relations?

__________ is a form of communications primarily directed toward gaining public understanding and acceptance.

One of the key disadvantages of public relations is

The Canadian Cancer Society can use public relations as a key role in both fundraising and educating the public about how funds are used.

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters

Exam 9: Public Relations

As there is an implied endorsement by the media, publicity can be

What role does public relations play in the not-for-profit sector?

The goal of public relations is media exposure. Media exposure can be measured in terms of __________, or the number of times an item was potentially seen.

BMW experimented with ____________ when it partnered with Fairmont Hotels & Resorts, allowing members of the Fairmont's loyalty program access to a BWM X5 during their stay.

If an organization does not have anything newsworthy to say directly about a product, they may try to generate publicity by promoting a marketing activity that is related to the product. This is known as

What is a press release and how is it distributed?

In the __________________ sector, public relations helps educate the public, secure funding support, and source volunteers. This is key since money can be better spent supporting the public.

What is a borrowed-interest strategy? What is the focus of the marketing communications?

Given the squeeze on marketing budgets, how can public relations be utilized to help marketing executives?

If Procter & Gamble were putting together a typical media kit, which component would be left out?

What must a company think about prior to investing in social media?

If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy.

Media, governments, prospective shareholders, and community organizations are all members of a firm's

Fashion designers often give their fashions to celebrities for free, hoping that the celebrities will talk about the product to others. This is an example of

When Maple Leaf Foods gathered news reporters to witness the release of important information about its listeriosis outbreak in 2008, it was

Why is community relations becoming increasingly important? Give an example of a company engaged in community relations.

Which of the following would NOT be considered one of the strategic roles of public relations?

__________ is a form of communications primarily directed toward gaining public understanding and acceptance.

One of the key disadvantages of public relations is

The Canadian Cancer Society can use public relations as a key role in both fundraising and educating the public about how funds are used.

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters