Deck 18: Public Relations, influencer Marketing, and Corporate Advertising

Question 1

Press conferences can be strong public relations tools because they lend an air of credibility by using a news format to present information.

Answer 1

True

Question 2

In peer-to-peer programs,the idea is to give influencers something fun or provocative to talk about; there is an emphasis on social currency.

Answer 2

True

Question 3

A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity.

Answer 3

True

Question 4

Public relations professionals working for a business may seek to highlight positive events like quarterly sales or profits for stockholders.

Question 5

A company allows its workers to take off on one afternoon,every month,to volunteer at a nonprofit organization of their choice.The company sends out a press release that explains this program to the media.This is an example of a reactive public relations strategy.

Question 6

Buzz marketing is the exact same thing as electronic word of mouth and viral marketing.

Question 7

To generate buzz,five Ts are the keys: talkers,topics,tools,talking and tracking.

Question 8

Word of mouth is the process of encouraging consumers to talk to each other about a firm's brand or marketing activities; electronic word of mouth is the digital version.

Question 9

Social media is a sweet spot for public relations.

Question 10

There are goals for sustainable development from the United Nations (UN)such as no poverty,end hunger,quality education,and gender inequality; leaders and influencers and marketers can think through these goals and how their business relates to them.

Question 11

Gatorade enjoys positive publicity when an athlete gets "dunked" with the sport drink after a big win and it is on social media or television.

Question 12

Public relations can help with damage control in the face of negative publicity,in addition to the more constant image management in times of non-crisis.

Question 13

The field of public relations does much more than its traditional role of managing goodwill with a company's stakeholders and customers.

Question 14

Public relations is more about corporate communications and image management in times of non-crisis.

Question 15

PR is a vital tool for implementing prosocial public service announcements.

Question 16

Public relations is synergistic with social media as well as with mainstream media.

Question 17

Developing connector databases,finding the conversation starters,tracking the buzz online and off- that's the new era of influencer marketing.

Question 18

Influencer marketing could be considered a special case of public relations.

Question 19

Public relations professionals can work with press releases,interviews and press conferences,sponsored events and event marketing,and feature stories in digital and traditional spaces.

Question 20

WOM can relate with a customer's intentions to buy the brand,especially if the information comes from someone with close social ties to that consumer.

Question 21

There are three broad types of corporate advertising-professional,peer-to-peer,and word of mouth.

Question 22

The intent of corporate advertising is to establish a favorable attitude toward a company as a whole,instead of focusing on the features of its products.

Question 23

The objectives of corporate advertising include boosting employee morale and attracting new employees.

Question 24

A shoe manufacturing company makes the claim that it's shoes have environmental benefits,but this is questionable and not supported with facts or specifics; there is a possibility the company is doing a practice called greenwashing.

Question 25

Which of the following is true of public relations? 

A) It is a tool to produce more sustainable and environment-friendly products. 
B) It is a tool to manage goodwill, corporate communications, and damage caused by negative publicity. 
C) It is a process of changing the features of a product to suit customer needs. 
D) It is a process of transporting products to the location where consumers can buy them.

Question 26

Common people who have large social circles and can recommend brands to their friends and colleagues are useful in influencer marketing.

Question 27

Green marketing refers to corporate communication efforts that embrace a cause or a program in support of the environment.

Question 28

Corporate advertising is not always targeted at the consumer.

Question 29

Public relations is strategically used for                   when adversity strikes.

A) internal communications 
B) damage control 
C) community service 
D) proactive efforts

Question 30

Although its role is changing,traditionally,the role of public relations is to: 

A) foster goodwill between a firm and its constituent groups. 
B) damage the image of a rival company. 
C) use paid media to convey a message.  
D) increase the productivity of employees in a firm.

Question 31

Audi used its Super Bowl ad to take a stance on gender equality; this is an example of advocacy advertising.

Question 32

Apple is a company that has historically relied on corporate campaigns to support its numerous subbrands.

Question 33

Three basic types of corporate advertising dominate the campaigns run by organizations: image advertising,advocacy advertising,and cause-related advertising.

Question 34

Stockholders,suppliers,employees,government entities,citizen action groups,and the general public are all considered to be _______  in the world of public relations.

A) beneficiaries 
B) shareholders 
C) constituents 
D) adversaries

Question 35

Corporate advertising is gaining favor worldwide as well-known firms and established companies invest in this form of promotion.

Question 36

Buzz marketing involves creating an event or experience that leads to conversations about the brand.

Question 37

Advocacy advertising focuses on enhancing the overall image of a firm among important constituents-typically customers,employees,and the general public.

Question 38

Corporate advertising is not designed to promote the benefits of a specific brand,but instead is intended to establish a favorable attitude toward a company as a whole.

Question 39

Corporate image advertising focuses on enhancing the overall image of a firm among important constituents such as customers,employees,and the general public.

Question 40

The people enrolled by manufacturers to bring their brands into their conversations and share interesting or exciting information about them with their social networks are called controllers.

Question 41

As opposed to a news release,a feature story: 

A) gives a single journalist exclusive rights to the information. 
B) is short and precise. 
C) gives the company no control over the content. 
D) can be written by an employee of the firm.

Question 42

Which of the following objectives of public relations exclusively involves damage control? 

A) Lobbying 
B) Giving advice and counsel 
C) Counteracting negative publicity 
D) Promoting a product

Question 43

Which of the following is true of a proactive public relations strategy? 

A) It focuses on problems to be solved. 
B) It emphasizes the defensive measures a company must consider. 
C) It focuses on identifying vulnerabilities. 
D) It is guided by marketing objectives.

Question 44

Which of the following objectives of public relations focuses on dealing with government officials and pending legislation? 

A) Giving advice and counsel 
B) Lobbying 
C) Counteracting negative publicity 
D) Preparing internal communications

Question 45

A car company had a scandal where its breaks were not always working.Then,their air bags didn't always deploy.Months later,a public relations consultant reviews this situation and how it was handled.To help the company better handle such situations in the future,the consultant should 

A) start a new advertising campaign for the new model of the car. 
B) prepare a public relations audit and identify the company's vulnerabilities. 
C) disseminate positive information through in-house publications. 
D) deploy lobbyists to monitor legislation that can negatively impact the company.

Question 46

Compared to a proactive strategy,a reactive strategy is more difficult for public relations staff to organize and prepare because it: 

A) cannot implement input suggested by the staff. 
B) is triggered by events that are unpredictable. 
C) must identify the content, rationale, and vehicles related to the overall message. 
D) it does not involve a public relations audit.

Question 47

Over 100 consumers claimed,via social media,that a certain brand of highchair is breaking,and their babies were in danger of falling or getting hurt.Which of the major PR tools should the manufacturer use in this situation? 

A) Advertising the new model of the high chair 
B) Calling a press conference 
C) Issuing an email to employees for ideas on how to proceed 
D) Sponsoring an event

Question 48

A canned soup manufacturer has prepared questionnaires for its employees and customers.The questions are about how the people view its brands,the profits it is making,current market trends for canned soup,and the employee activities of the company.Through these questionnaires,it hopes to collect positive,newsworthy information that it can use later.The company is in the process of: 

A) conducting a public relations audit. 
B) identifying vehicles for PR communication. 
C) creating a company newsletter. 
D) researching an influencer program.

Question 49

One important tactical tool is the press release.A firm can best take advantage of press coverage by: 

A) conducting industry events or community activities that reflect favorably on the firm. 
B) disseminating information and correcting misinformation within the firm. 
C) preparing employees for public appearances. 
D) having a file of information that makes for good news stories.

Question 50

Axel Corporation undergoes a public relations audit.Ideally,the ultimate result of this audit should be to: 

A) replace its reactive strategy with a proactive strategy. 
B) calculate the costs of its public relations efforts. 
C) tell the company whether it needs to hire a public relations agency from outside. 
D) prepare the company for both proactive and reactive strategies.

Question 51

A firm's owner moved out of the country,and she may close down the private company.To reduce the anxiety of its workforce,which of the following objectives of public relations can the company adopt? 

A) Participate in industry events. 
B) Lobby with industry groups. 
C) Promote its products and services. 
D) Prepare internal communications.

Question 52

A car company is introducing a new truck.Its public relations team focuses on a feature story rather than a press release because the company can: 

A) create the feature story internally. 
B) be more in control with a feature story. 
C) make it short and precise. 
D) distribute it to multiple media outlets.

Question 53

___________is a component of a public relations plan that summarizes the information obtained from a public relations audit 

A) Program objectives 
B) Communications vehicles 
C) Program rationale 
D) Situation analysis

Question 54

Which of the following terms refers to the free media exposure that a firm receives about its activities or brands? 

A) Publicity 
B) Interviews 
C) Product launch 
D) Sponsored events

Question 55

Dell,a computer firm in Austin,Texas had many of its employees volunteer at an event by a charity group to help give out free winter coats to people who have a demonstrated financial need.By doing so,Dell is             .

A) promoting a product 
B) preparing internal communications 
C) promoting goodwill 
D) greenwashing

Question 56

Which of the following steps help in retaining the intended meaning and purpose of a press release? 

A) Distributing newsletters among employees 
B) Having working relationships with editors  
C) Conducting shareholder meetings regularly 
D) Encouraging employees to write feature stories about the firm

Question 57

Public relations strategies can be broadly categorized as either: 

A) public or private. 
B) product-oriented or customer-oriented. 
C) proactive or reactive. 
D) internal or external.

Question 58

Which of the following components of public relations includes analyses,objectives,and rationales regarding a company's programs,and the message content and vehicles that will assist in its communications? 

A) A public relations plan 
B) A public relations audit 
C) A publicity tool 
D) A press release

Question 59

A leading sporting goods company calls a press conference to announce that the National Football League has signed a contract to endorse the company's products.By doing this,the sporting goods company ensures that:  

A) the national media is virtually forced to cover the story. 
B) its story has more credibility and an air of importance. 
C) journalists do an exclusive story on the firm. 
D) its goods become more financially beneficial to the consumer.

Question 60

Among all the public relations tools that a company might use,which of the following focuses specifically on employees? 

A) A press release 
B) A feature story 
C) A company newsletter 
D) A sponsored event

Question 61

In peer-to-peer programs,Dove did a campaign about real beauty sketches,where an artist drew women based on what they described themselves to look like.At the time of this writing,the video had over 67 million views on social media.The campaign is said to have "_____________",which indicates success.

A) program rationale 
B) gone viral 
C) greenwashed 
D) corporate advertising

Question 62

Which of the following people in the community is most likely to be a professional influencer? 

A) A doctor who conducts medical checkups for underprivileged children free of cost 
B) A neighbor who likes to shop, talk about new products, and share recipes 
C) A hairdresser who talks about a new conditioner and offers a sample 
D) A teenager who tells his friends about the new bicycle he saw at the store

Question 63

Electronic word of mouth marketing is very useful for attracting attention and ___________,especially on social media.

A) identifying vulnerabilities in a public relations audit 
B) buzz building 
C) greenwashing 
D) competitor insights

Question 64

The idea behind both buzz and viral marketing strategies is to: 

A) focus on low levels of contact between consumers. 
B) target a handful of carefully chosen connectors as influencers. 
C) use solely new digital media to create word-of-mouth buzz. 
D) replace peer-to-peer programs with professional influencer programs.

Question 65

While its intention was to do advocacy advertising,Pepsi eventually pulled its ad with Kendall Jenner giving a Pepsi to a cop during a protest.After some outrage by enough consumers,the company pulled the ad and did an apology,which are forms of ________.

A) situation analyses 
B) reactive public relations 
C) program rationale 
D) public relations audits

Question 66

Influencer marketing involves individuals or groups who: 

A) represent the larger public in their opinions on products or brands. 
B) support social causes or issues promoted by an organization. 
C) spread positive word of mouth to a broad population. 
D) are unusually impacted by branded marketing programs.

Question 67

Television is a popular choice for corporate campaigns because: 

A) it is free from ad clutter. 
B) billions of dollars are invested annually in media for corporate campaigns. 
C) companies need not monitor the publicity gained through television commercials. 
D) the creative opportunities provided by television can deliver a powerful message.

Question 68

Compared to other influencers,professional influencers are usually: 

A) paid lesser by companies to push their products. 
B) in need of factual data or clinical results before supporting a brand. 
C) more interested in something fun or provocative to talk about. 
D) easier to recruit for marketing efforts.

Question 69

Cause-related marketing is becoming increasingly common because: 

A) consumers prefer brands that support important social issues. 
B) it is the most cost-effective public relations tool. 
C) it is directly relevant to the business operations of organizations. 
D) it focuses on promoting the products of a brand.

Question 70

How are buzz marketing and viral marketing similar to one another? 

A) Both refer to efforts to stimulate word of mouth 
B) Both rely on a celebrity influencer 
C) Both involve face-to-face communication 
D) Both do not work with social media

Question 71

When marketers are considering cause-related advertising,it should be stressed that this type of advertising works best when a company: 

A) needs to do damage control. 
B) intends to increase its sales figures radically. 
C) chooses an issue that connects with its business. 
D) wants to create a buzz about an exciting new product.

Question 72

A publisher of children's books launches a campaign to promote literacy by donating books to 25 public libraries and 50 public schools in low-income areas across the country.The publisher is conducting: 

A) a sales promotion. 
B) advocacy advertising. 
C) green marketing. 
D) cause-related advertising.

Question 73

A company goes through all of its products and looks for ways in which the products could hurt customers or break; then it looks through social media posts by consumers to see what parts of the products consumers have had problems with.In public relations,this is identifying _______.

A) a proactive situation 
B) vulnerabilities 
C) a synergistic opportunity 
D) influencer marketing strategies

Question 74

Peer-to-peer influencer programs have a different tone than those involving professionals in that they focus more on: 

A) superior product benefits and features. 
B) sharing advice or expertise with another consumer. 
C) evidence or data to back up product claims. 
D) something fun or provocative to talk about.

Question 75

A print ad shows an empty bottle of Coca Cola with the caption "No added preservatives.No artificial flavors.'The real thing' since 1886." This is an example of                .

A) viral marketing 
B) corporate image advertising 
C) cause-related advertising 
D) green marketing

Question 76

A coffee retailer runs ads and posts signs in his coffee shops to notify that the cups are made from recyclable material,and the coffee is organically grown by free-market producers.In this case,the retailer is using          .

A) green marketing 
B) influencer advertising 
C) viral marketing 
D) advocacy advertising

Question 77

The issue featured in                     is directly relevant to the business operations of the organization.

A) cause-related advertising 
B) advocacy advertising 
C) philanthropy 
D) community marketing

Question 78

An auto marketer runs a commercial that implies how the car is good for the environment but the implicit and vague mention of it is questionable.Which of the following is the auto marketer using? 

A) Cause-related advertising 
B) Community marketing 
C) Affinity marketing 
D) Greenwashing

Question 79

Many contemporary companies are seeking influencers,especially those who connect people.Connectors are people who: 

A) are employees of companies who spread goodwill about their brand and their products in person. 
B) are paid to go door-to-door to offer samples and product information. 
C) are social influencers who can generate buzz and viral marketing with their large and active social networks. 
D) act as intermediaries and sell products to consumers at competitive prices.

Question 80

Which of the following is an example of corporate advertising? 

A) An advertisement showing the logo of Adidas, an athlete tied to a tire, and the caption "Bring it on." 
B) An advertisement showing the logo of LG, the cell phone model "Chocolate Platinum," and the caption "Pure Decadence." 
C) An advertisement showing the brand name of Sony, a PlayStation 3, and several game characters placed around the device. 
D) An advertisement showing the various lipsticks of a cosmetics company and the caption "Luscious Lips."