Deck 15: Public Relations

Question 1

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

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

Answer 1

A

Question 2

In terms of public relations, the marketer tries to apply certain _ into the idea" in order to measure success.

A) brand-building objectives
B) research methods like "buying
C) key benefit statements
D) behavioural objectives

Answer 2

D

Question 3

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

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

Answer 3

B

Question 4

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.

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

Question 5

is the management function that executes a program of action and communication to earn public understanding and acceptance.

A) Sales promotion
B) Branding
C) Advertising
D) Public relations

Question 6

In public relations targeting, external audiences include:

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

Question 7

Public relations activities directed to employees of the firm often have this objective:

A) create goodwill and boost morale
B) explain shareholder value
C) distribute the company's annual report
D) demonstrate loyalty to suppliers and customers

Question 8

is usually controlled by the firm whereas nor under the control of the firm.
______ is neither always positive

A) Public relations; publicity
B) Strategy; news conferences
C) Publicity; public relations
D) Marketing programming; advertising

Question 9

The way companies and organizations use public relations might be best viewed as:

A) a waste of corporate expenditure, as it does not appear to assist in brand building
B) a continuum between a traditional non-marketing function and a more marketing-oriented perspective
C) whitewashing key issues
D) the opportunity to provide rationale or excuses for activities that the public views as undesirable

Question 10

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

A) Publicity is always positive.
B) Publicity always originates within the firm.
C) Publicity is typically a short-term strategy.
D) Public relations is typically a short-term strategy.

Question 11

A video news release (VNR) is:

A) video footage uploaded to the company's website or YouTube channel by members of the public
B) a publicity story developed by the media and aired on the local news channel
C) a piece produced by publicists so that stations can air it as a news story
D) video footage uploaded to the company's website or YouTube channel by the marketing department

Question 12

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

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

Question 13

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

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

Question 14

In the new role of , both marketing and PR departments work together, blending their talents to provide the best overall image of the firm and its product or service offerings.

A) public relations
B) interactive media
C) advertising
D) sales promotion

Question 15

The new role of public relations is one characterized by:

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

Question 16

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

A) Are the objectives specific and measurable?
B) Do the PR people understand the product's strengths and weaknesses?
C) Does the plan include analysis of recent editorial coverage?
D) Will the tactics be perceived as silly or gimmicky by the public?

Question 17

Publicity is:

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

Question 18

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

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

Question 19

Public relations often attempts to influence government bodies directly at both local and national levels. This is called _.

A) flighting
B) lobbying
C) filibustering
D) politicking

Question 20

Organizational newsletters, notices on intranet resources, mail/e-mail, and annual reports are methods used to communicate with:

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

Question 21

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

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

Question 22

Esso ran an ad campaign that addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of:

A) a sponsorship
B) public relations advertising
C) advocacy advertising
D) image advertising

Question 23

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

A) low absolute and relative cost
B) ability to build positive image
C) greater credibility
D) timing is entirely up to the media

Question 24

Which of the following communications is most likely to have more credibility among its receivers?

A) GM's magazine ads introducing its latest models
B) Celine Dion's appearance in Air Canada commercials
C) The magazine Motor Trend announcing the "Car of the Year"
D) Volvo's television ad promoting new standard safety features

Question 25

While still seeking the objective of portraying an image for the company or organization, ________ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself.

A) a sponsorship
B) advocacy advertising
C) consumer relations
D) image advertising

Question 26

The information in a press release will not be used unless:

A) the content is of interest to the users of the medium it is sent to
B) the release is several pages long
C) it is provided in digital format
D) the company pays for media placement

Question 27

Because media publicity communications are typically perceived as _, they are not subject to the problems with clutter that are common to other forms of promotional communication.

A) corporate-sponsored advertisements
B) news items
C) image building
D) altruistic

Question 28

Which of the following is NOT one of the communication objectives on which public relations can deliver?

A) strengthen positive attitudes towards the brand
B) enhance image as a good corporate citizen
C) support a cause through financial or physical involvement
D) generate brand awareness

Question 29

Which of the following is NOT a reason for conducting research to determine public attitudes?

A) It leads directly to more product sales.
B) It results in more internal support.
C) It provides input into the planning process.
D) It serves as an "early warning system" to detect problems.

Question 30

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

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

Question 31

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

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

Question 32

Which of the following is NOT a consideration around public relations tactics?

A) The marketer needs to focus on maximizing paid media.
B) Decisions need to be made regarding alternative media such as news conferences, seminars, and events.
C) The marketer needs to know how to issue a press release and make a media presentation.
D) The marketer needs to make a choice of news media or corporate advertising.

Question 33

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

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

Question 34

Which of the following is an advantage associated with media publicity?

A) effectiveness at completing the communications product
B) ability to reach small market segments and/or specific audiences
C) ease with which PR activities are coordinated with other promotional activities, even when the activities are performed in different departments
D) high absolute cost but low relative cost

Question 35

Which of the following best reflects an example of corporate advertising?

A) M&M conducting a contest to determine the new colour for M&M candies
B) Home Depot giving out free calendars to all of its regular customers
C) Titleist golf equipment signing of golfer Tiger Woods as a spokesperson
D) Bank of Montreal promoting its concern for the environment

Question 36

Each of the following is a limitation of media publicity EXCEPT:

A) The fact that media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible.
B) Timing of the publicity is not always completely under the control of the marketer.
C) A firm's PR efforts are rarely associated with its sponsors in the public mind.
D) Media publicity may also misfire through mismanagement and a lack of coordination with the marketing department.

Question 37

Although most public relations efforts seek a variety of channels for distribution, an alternative strategy is to offer one particular medium rights to the story if that
Medium reaches a substantial number of people in the target audience.

A) limited
B) legal
C) legitimate
D) exclusive

Question 38

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

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

Question 39

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

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

Question 40

Public relations activities are less likely to give support to the following marketing objective:

A) building trust
B) increasing short term sales
C) raising awareness
D) gaining understanding

Question 41

Each of the following is a strength of event sponsorship EXCEPT:

A) Many marketers need evidence that event sponsorship is effective and a good return on their investment.
B) Effective IMC programs can be built around them at the local, regional or national level.
C) The brand can be positioned to a well-defined target audience.
D) Sponsorship of an event that interests the brand's target consumer can help form emotional attachments to the brand.

Question 42

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

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

Question 43

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.

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

Question 44

receive the majority of event sponsorship monies.

A) Festivals and fairs
B) Sports
C) Arts
D) Causes

Question 45

Ads that focus on recruiting new employees, that show the company adopting a position on a particular social issue, or that create goodwill both internally and externally are examples of:

A) advocacy advertising
B) public relations advertising
C) image advertising
D) sponsorship

Question 46

Cause-related marketing refers to:

A) companies linking with charities through financial and/or in-kind support
B) all advertising designed to cause sales
C) corporate advertising designed to change the image of an organization
D) all advertising designed to cause attitude change

Question 47

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

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

Question 48

Which of the following is NOT an example of cause-related marketing?

A) running public service announcements
B) sponsoring a televised sports tournament
C) donating building materials to Habitat for Humanity
D) making outright monetary donations to a non-profit cause

Question 49

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

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

Question 50

Which of the following statements about sponsorship is NOT true?

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

Question 51

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

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

Question 52

Which of the following is NOT a limitation of cause-related marketing?

A) The results are difficult to quantify.
B) Companies may support causes that offer little connection or relation to their brands.
C) Cause-related marketing may generate a great deal of publicity.
D) It takes time and effort to establish credibility with consumers.