Deck 15: Corporate Public Relations

Question 1

The initials IPO stand for:

A) investor programs only.
B) investing processing outside.
C) initial public offering.
D) initial purchase option.
E) imitation public option.

Answer 1

C

Question 2

Which of the following is good example of "cause-related" marketing?

A) distribution of writing pads to school children
B) distribution of a country-western music tour
C) allocating a percentage of sales to restore the Statue of Liberty
D) a 10-city tour by the company president
E) none of the above

Answer 2

C

Question 3

When companies manage all the sources of information about product or service as to ensure maximum message penetration, this is known as IMC or:

A) integrated messaging concepts.
B) integrated marketing communications.
C) interior message coordination.
D) individual marketing creations.
E) none of the above.

Answer 3

B

Question 4

According to survey, 82 percent of respondents believe that good corporate citizenship:

A) is worthless.
B) makes companies less competitive.
C) contributes to meeting financial objectives.
D) is not possible in today's business environment.
E) is only possible with nonprofits.

Question 5

When conducting media relations, the public relations practitioner's role includes all of the following EXCEPT:

A) Interpreting their companies and clients to the media.
B) Showing chief executives how media relations can serve their interests.
C) Providing background and briefing reporters on business operations.
D) Standing in the middle of a corporate-media "tug-of-war."
E) All of the above.

Question 6

According to survey by Towers Perrin, 50 percent of employees believe that:

A) their employers try too hard to "spin" the truth.
B) their employers do not tell them the truth.
C) their employers are doing something illegal.
D) their employers are on the verge of bankruptcy.
E) their employers are secretly working for a foreign government.

Question 7

survey conducted by Hill Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their company's reputation?

A) employee misconduct
B) shoddy products
C) print and broadcast media
D) cyber terrorism
E) government regulation

Question 8

Why do corporations seek to achieve better reputations?

A) It wards off increased government regulation.
B) It boosts employee morale.
C) It affects the bottom line.
D) It helps them better retain top CEOs.
E) A, B and C.

Question 9

The primary purpose of "viral marketing" is to:

A) stimulate impulse purchases or downloads.
B) entertain people.
C) get worldwide attention for CEO.
D) make a political statement.
E) join a cause.

Question 10

survey of consumers showed that 63 percent of consumers corporate reputation was highly affected by

A) keeping prices low.
B) how well they treated employees.
C) profit margins for investors.
D) well-written and informative messages.
E) high-profile corporate sponsorships.

Question 11

Which of the following is NOT one of the categories that General Electric considers when making decisions?

A) political
B) technological
C) philosophical
D) environmental
E) economic

Question 12

Customer satisfaction has always been considered important because of the power of

A) the media.
B) news releases and brochures.
C) the continual stream of new products.
D) "word of mouth" advertising.
E) government crackdowns.

Question 13

Corporations should participate in corporate philanthropy in order to build all EXCEPT their:

A) business.
B) publicity.
C) brand equity.
D) stakeholder relations.
E) All of the above.

Question 14

Corporate sponsorships provide all of the following EXCEPT:

A) An immediate return on brand investment
B) reputation and image enhancement
C) brand visibility
D) a focal point for marketing and sales
E) publicity and media coverage

Question 15

Which government regulatory agency oversees the financial matters of public companies?

A) Justice Department
B) Federal Trade Commission
C) Securities and Exchange Commission
D) Bureau of Alcohol, Tobacco and Firearms
E) none of the above

Question 16

Why has customer service traditionally been kept separate from the public relations department at most companies?

A) Customer service is a complex specialty of its own.
B) Public relations professionals are better trained in media relations.
C) The two disciplines are too different to work together.
D) It generates too many internal turf battles.
E) It does not make sense; the two functions should be combined.

Question 17

Recent negative publicity about business makes it imperative that companies

A) endear themselves to stockholders.
B) work harder to go after consumers.
C) regain their credibility and public trust.
D) encourage the media to overlook negative stories.
E) "double down" on tight budgets.

Question 18

The large size of corporations:

A) can distance them from stakeholders.
B) is easily comprehended by consumers.
C) engenders trust from members of their publics.
D) is overlooked when stories of its misdeeds appear in the mass media.
E) none of the above.

Question 19

In the United States, which government agency regulates truth in advertising?

A) National Highway Traffic Safety Administration
B) Federal Trade Commission
C) Securities and Exchange Commission
D) Food and Drug Administration
E) Alcohol, Tobacco, and Firearms

Question 20

Which of the following is NOT recommendation for working with activist consumer groups?

A) agree to work with anyone making threats
B) work with groups more interested in finding solutions than attracting publicity
C) offer transparency
D) turn their suggestions into action
E) all of the above

Question 21

You are the vice president of public relations for large corporation that is battling consumer activist group.How would you approach the group? What strategic decisions need to be made? Describe some of the "Dos" and "Don'ts" of working with consumer groups.

Question 22

Offering low prices is always the key to customer satisfaction.

Question 23

While corporate giving is socially responsible, it doesn't do much for gaining and retaining customers.

Question 24

Describe the advantages and pitfalls of philanthropy or other forms of corporate social responsibility (CSR).What are the public's expectations, and how do corporations deliver without appearing too self-serving?

Question 25

Negative publicity about specific corporations means that all companies must work to regain credibility and public trust.

Question 26

Walmart's $419 billion in global sales is more than the combined gross national product (GNP) of many nations.

Question 27

It's important for company to publicly announce layoffs and discuss their effects as quickly as possible.

Question 28

Many CEOs view the print and broadcast media as the biggest threat to their company's reputation.

Question 29

Customers are more likely to share good consumer experience than bad one.

Question 30

In recent survey, 81 percent of respondents said they expected companies to play positive, active role in society.

Question 31

Use cause-related marketing as tactic to repair your organization's image after major scandal.

Question 32

The large size of corporations may impress stakeholders, but it is unlikely to distance them.