Question 1

Product seeding is an activity that involves giving a product free to a group of trendsetters.

Accepted Answer

A) True 
 B)False

Question 2

As a management function, public relations will help an organization ______________________ public opinion that will have an impact on its actions.

Accepted Answer

A)  filter 
B)  ignore 
C)  minimize 
D)  anticipate and interpret 
E)  cover-up 
A)  filter 
B)  ignore 
C)  minimize 
D)  anticipate and interpret 
E)  cover-up

Question 3

The fact that the film Mission Impossible arranged to have Apple in all of their films from 1990 to the present is an example of

Accepted Answer

A)  product placement. 
B)  buzz marketing. 
C)  sponsorship. 
D)  advertising. 
E)  product seeding. 
A)  product placement. 
B)  buzz marketing. 
C)  sponsorship. 
D)  advertising. 
E)  product seeding.

Question 4

When facing a crisis situation, acting quickly and decisively is the approach recommended by experts in reputation management.

Accepted Answer

A) True 
 B)False

Question 5

Publicity is something that a company and the media deem to be

Accepted Answer

A)  unimportant. 
B)  interesting. 
C)  trivial. 
D)  fleeting. 
E)  newsworthy. 
A)  unimportant. 
B)  interesting. 
C)  trivial. 
D)  fleeting. 
E)  newsworthy.

Question 6

Explain the steps in the public relations planning process.

Accepted Answer

Situation analysis, public rel

Question 7

Regardless of the situation or desired outcome, public relations objectives tend to be similar to

Accepted Answer

A)  advertising objectives. 
B)  sales promotion objectives. 
C)  corporate mission statements. 
D)  government policies. 
E)  marketing objectives. 
A)  advertising objectives. 
B)  sales promotion objectives. 
C)  corporate mission statements. 
D)  government policies. 
E)  marketing objectives.

Question 8

Public Relations effectiveness is measured based on output, outgrowth, and outcomes. Explain each form of measurement. Where does equivalent advertising value fit it?

Accepted Answer

Outputs measure the transmission, or the

Question 9

The planning of public relations communications is best left to

Accepted Answer

A)  brand managers. 
B)  reporters. 
C)  specialists. 
D)  CEOs. 
E)  customers. 
A)  brand managers. 
B)  reporters. 
C)  specialists. 
D)  CEOs. 
E)  customers.

Question 10

When a horse named Big Brown won the Kentucky Derby, UPS, the horse's sponsor, reaped an estimated $4 million in

Accepted Answer

A)  return on investment. 
B)  equivalent advertising value. 
C)  gross rating points. 
D)  equivalent marketing value. 
E)  cost per thousand. 
A)  return on investment. 
B)  equivalent advertising value. 
C)  gross rating points. 
D)  equivalent marketing value. 
E)  cost per thousand.

Question 11

When Ford was launching its Ford Focus, it let a group of trendsetters, who would promote the product by word-of-mouth, drive them for free. This is an example of product placement.

Accepted Answer

A) True 
 B)False

Question 12

The goal of ________________ is to conduct communications in such a way that an organization builds an open, honest, and constructive relationship with its various publics.

Accepted Answer

A)  lobbying 
B)  public relations 
C)  corporate advertising 
D)  sales promotion 
E)  advertising 
A)  lobbying 
B)  public relations 
C)  corporate advertising 
D)  sales promotion 
E)  advertising

Question 13

Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool.

Accepted Answer

A) True 
 B)False

Question 14

Companies must be prepared for crisis situations. Part of this preparation involves

Accepted Answer

A)  not taking action until there is government intervention. 
B)  avoiding customer questions and requests. 
C)  training senior executives on how to act instantly and demonstrate control. 
D)  withholding information from the media. 
E)  a contingency advertising budget. 
A)  not taking action until there is government intervention. 
B)  avoiding customer questions and requests. 
C)  training senior executives on how to act instantly and demonstrate control. 
D)  withholding information from the media. 
E)  a contingency advertising budget.

Question 15

Public relations is a subset of publicity.

Accepted Answer

A) True 
 B)False

Question 16

One of the key advantages of public relations is that there is no cost involved.

Accepted Answer

A) True 
 B)False

Question 17

Product placement is one way to get a product noticed by television viewers who utilize a personal video recorder in order to watch their shows commercial free.

Accepted Answer

A) True 
 B)False

Question 18

When Microsoft develops advertising designed to convey a favourable image of its company among its various publics it is developing

Accepted Answer

A)  public advertising. 
B)  image advertising. 
C)  corporate advertising. 
D)  advocacy advertising. 
E)  mass advertising. 
A)  public advertising. 
B)  image advertising. 
C)  corporate advertising. 
D)  advocacy advertising. 
E)  mass advertising.

Question 19

The Good Purpose survey conducted by global PR firm Edelman shows that some ______ of Canadians are more likely to recommend a brand that supports a good cause than one that doesn't.

Accepted Answer

A)  60% 
B)  80% 
C)  50% 
D)  90% 
E)  70% 
A)  60% 
B)  80% 
C)  50% 
D)  90% 
E)  70%

Question 20

The primary purpose of an annual report is to provide current and prospective investors with financial data and a description of a company's operations.

Accepted Answer

A) True 
 B)False

Product seeding is an activity that involves giving a product free to a group of trendsetters.

As a management function, public relations will help an organization ______________________ public opinion that will have an impact on its actions.

The fact that the film Mission Impossible arranged to have Apple in all of their films from 1990 to the present is an example of

When facing a crisis situation, acting quickly and decisively is the approach recommended by experts in reputation management.

Publicity is something that a company and the media deem to be

Explain the steps in the public relations planning process.

Regardless of the situation or desired outcome, public relations objectives tend to be similar to

Public Relations effectiveness is measured based on output, outgrowth, and outcomes. Explain each form of measurement. Where does equivalent advertising value fit it?

The planning of public relations communications is best left to

When a horse named Big Brown won the Kentucky Derby, UPS, the horse's sponsor, reaped an estimated $4 million in

When Ford was launching its Ford Focus, it let a group of trendsetters, who would promote the product by word-of-mouth, drive them for free. This is an example of product placement.

The goal of ________________ is to conduct communications in such a way that an organization builds an open, honest, and constructive relationship with its various publics.

Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool.

Companies must be prepared for crisis situations. Part of this preparation involves

Public relations is a subset of publicity.

One of the key advantages of public relations is that there is no cost involved.

Product placement is one way to get a product noticed by television viewers who utilize a personal video recorder in order to watch their shows commercial free.

When Microsoft develops advertising designed to convey a favourable image of its company among its various publics it is developing

The Good Purpose survey conducted by global PR firm Edelman shows that some ______ of Canadians are more likely to recommend a brand that supports a good cause than one that doesn't.

The primary purpose of an annual report is to provide current and prospective investors with financial data and a description of a company's operations.

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

Product seeding is an activity that involves giving a product free to a group of trendsetters.

As a management function, public relations will help an organization ______________________ public opinion that will have an impact on its actions.

The fact that the film Mission Impossible arranged to have Apple in all of their films from 1990 to the present is an example of

When facing a crisis situation, acting quickly and decisively is the approach recommended by experts in reputation management.

Publicity is something that a company and the media deem to be

Explain the steps in the public relations planning process.

Regardless of the situation or desired outcome, public relations objectives tend to be similar to

Public Relations effectiveness is measured based on output, outgrowth, and outcomes. Explain each form of measurement. Where does equivalent advertising value fit it?

The planning of public relations communications is best left to

When a horse named Big Brown won the Kentucky Derby, UPS, the horse's sponsor, reaped an estimated $4 million in

When Ford was launching its Ford Focus, it let a group of trendsetters, who would promote the product by word-of-mouth, drive them for free. This is an example of product placement.

The goal of ________________ is to conduct communications in such a way that an organization builds an open, honest, and constructive relationship with its various publics.

Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool.

Companies must be prepared for crisis situations. Part of this preparation involves

Public relations is a subset of publicity.

One of the key advantages of public relations is that there is no cost involved.

Product placement is one way to get a product noticed by television viewers who utilize a personal video recorder in order to watch their shows commercial free.

When Microsoft develops advertising designed to convey a favourable image of its company among its various publics it is developing

The Good Purpose survey conducted by global PR firm Edelman shows that some ______ of Canadians are more likely to recommend a brand that supports a good cause than one that doesn't.

The primary purpose of an annual report is to provide current and prospective investors with financial data and a description of a company's operations.

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