Deck 8: Strategy: More on Public Relations Central Messaging

Question 1

What is a(are) reason(s) for repositioning the central message?

A) A different one is developed
B) The message is not effective
C) The tagline doesn't match well
D) An opportunity presents itself
E) Both b and d.

Answer 1

Both b and d.

Question 2

What is the typical length of a central message?

A) One phrase
B) One sentence to a paragraph
C) One page
D) One to two pages
E) Two to four paragraphs.

Answer 2

One sentence to a paragraph

Question 3

-------messaging is based on associated dire consequences for noncompliance thus exploiting fear and anxiety.

A) Recall appeal
B) Borrowed interest
C) Matter-of-fact
D) Fear appeal
E) Unique selling proportion.

Answer 3

Fear appeal

Question 4

Why do people primarily drink milk? Is it for the calcium or as a beverage to complement another food product? What type of appeal do these questions relate to?

A) Product class
B) Borrowed interest
C) Matter-of-fact
D) Fear appeal
E) Unique selling proportion.

Question 5

Walmart and Target both claim to offer value at a competitive price. What is this type of appeal called?

A) Product class
B) Borrowed interest
C) Matter-of-fact
D) Price and quality
E) Unique selling proportion.

Question 6

A general statement about how an organization wants its stakeholders to view an issue consistent with its mission is a:

A) Positioning statement
B) Central thesis statement
C) Central motif statement
D) Big selling idea statement
E) All of the above.

Question 7

The -------- is the concrete manifestation of a central idea, central thesis, or central motif of a public relations campaign.

A) Central message
B) Secondary message
C) Tertiary motif
D) Minor selling idea
E) All of the above.

Question 8

The Ford Mustang and Mr. Clean are brands developed by marketers. More recently, "Flo" the Progressive Insurance spokesperson, has taken on some of this status. What type of appeal do these messages represent?

A) Product class
B) Borrowed interest
C) USP
D) Cultural symbol
E) None of the above.

Question 9

What is a slogan?

A) It is a type of execution
B) A catch phrase using between one and a few words
C) It is a tactic
D) It is mostly a form of image management
E) None of the above.

Question 10

What is first developed: the central message or the slogan?

A) The slogan comes first
B) It does not matter
C) The central message
D) They develop at the same time
E) Neither.