Deck 18: Relationship Building

Question 1

A press release is the most widely used PR tool.

Answer 1

True
Explanation: A news release (or press release)is the most widely used PR tool, and consists of one or more typed sheets of information.

Question 2

The primary media used for corporate advertising are trade journals.

Answer 2

False
Explanation: The primary media used for corporate advertising are business magazines and network TV.

Question 3

Corporate advertising is a much narrower category of advertising than public relations advertising.

Answer 3

False
Explanation: Public relations advertising is a subcategory of corporate advertising.

Question 4

A house organ is a publication about happenings and policies at the company.

Question 5

For most companies,it's easier to create an event of their own.

Question 6

Today,most companies are structured with a public relations orientation.

Question 7

The goal of community involvement is to create a positive corporate image.

Question 8

Sponsorship fees are not always paid in cash.

Question 9

Both advertising and PR objectives can be effectively placed to achieve particular reach and frequency objectives.

Question 10

A video news release is prepared by the company and offered free to television stations.

Question 11

You are likely to find feature articles in trade journals.

Question 12

Corporate identity advertising is used when a company wants to inform its public of a name change.

Question 13

One of the reasons why organizations use public relations so often is because it is an easy discipline to understand and practice.

Question 14

PR practitioners often engage in speechwriting.

Question 15

Most public relations people engage in press agentry.

Question 16

The goal of public relations activities is to develop and maintain goodwill with most,if not all,of a company's publics.

Question 17

Venue marketing is not influencing the growth of sports marketing.

Question 18

Ambush marketing occurs when a company's name is on the stadium in which the sponsored event is occurring.

Question 19

Public relations professionals see marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them.

Question 20

One of the benefits of cosponsorship is the absence of clutter.

Question 21

_____ is the generation of news about a product,person,or service that appears in broadcast or print media.

A) Lobbying
B) Proactive news management
C) Reactive news management
D) Publicity
E) Communications distribution

Question 22

To gauge consumer response to the E.coli outbreak in its northeastern restaurants,researchers from Taco Bell talked to people on the streets in major southern communities about their feelings about the chain and what had occurred.In other words,Bell used _____ to gauge its publics' reactions to the sickness.

A)nonmetric-multidimensional scaling
B)quotas
C)random block designs
D)opinion sampling
E)demographic analysis

Question 23

_____ is the promotional function that focuses on the relationships and communications that individuals and organizations have with other groups.

A) Image management
B) Relationship management
C) Corporate identity advertising
D) Public relations
E) Human resources management

Question 24

How does advertising differ from public relations?

A) Advertising reaches its audience through media the advertiser pays for, while public relations does not.
B) Advertising is nonpersonal, while public relations is not.
C) Advertising is usually ethical, while public relations is often not.
D) Advertising is a recognized business function, while public relations is not.
E) Advertising uses the media to create awareness, while public relations does not.

Question 25

When public relations activities are used for marketing purposes,the process is called:

A) relationship marketing.
B) corporate promotion.
C) ambush marketing.
D) marketing public relations.
E) joint promotion.

Question 26

To be picked up by the media,publicity must be:

A) noncontroversial.
B) unplanned.
C) nonpolitical in nature.
D) newsworthy.
E) contentious.

Question 27

Coca-Cola's plans to tap an ancient well in Scotland drew criticism from all over the British Isles because residents feared that the beauty of the environment would be destroyed.In public relations terminology,the irate British are classified as:

A) social investors.
B) publics.
C) environmental watchdogs.
D) stockholders.
E) environmental stewards.

Question 28

Log Cabin syrup works with the National Park Foundation to restore America's log cabins.It has restored a cabin that housed George Washington at Valley Forge,the cabin that U.S.Grant used at the Battle of Petersburg,and a North Dakota cabin owned by Theodore Roosevelt.In addition to paying for the restoration,the company developed educational materials for schools to use,to learn more about building log cabins and why they should be preserved.This national company is generating:

A) publicity.
B) sales promotion.
C) press agentry.
D) community involvement.
E) social advertising.

Question 29

Reputation management:

A) is a subset of promotional planning.
B) produces a short-term change in public opinion.
C) includes publicity and press agentry.
D) is a tactic rather than a strategy.
E) is not a reliable strategy to use.

Question 30

Mashti Malone's Ice Cream Shop offers the ice cream flavors Mashti and Mehdi Shirvani grew up eating,like rosewater,orange blossom and ginger.The California shop never advertised,and its co-owners were happy with word-of-mouth advertising.But when the Food Network got a whiff of its exotic delights and decided to run a piece on the ice cream shop,its sales quadrupled.The Food Network provided _____ for the ice cream shop.

A) lobbying
B) proactive news management
C) reactive news management
D) communications distribution
E) publicity

Question 31

How do advertising practitioners view public relations?

A) As a tool of marketing to be used to promote sales of the company's products or services.
B) As a job that can be avoided until the company receives bad publicity.
C) As the umbrella process that companies should use to manage their continuing relationships with their various publics.
D) As an activity to be used in combination with other types of sales promotion.
E) As a task that can be performed only by a professional public relations expert.

Question 32

One of the goals of PR is to develop and maintain:

A) control of its publics.
B) dispassionate relationships with all the publics it encounters.
C) goodwill with most, if not all, of its publics.
D) advertising to all publics no matter how large or small.
E) reciprocity with all publics no matter their location or status.

Question 33

What is the first function performed by the public relations professional?

A) Develop press releases for all conceivable events.
B) Differentiate himself/herself from the advertising professional.
C) Plan and execute the company's public relations program.
D) Develop a crisis-management plan.
E) Convince the organization's public of his/her value to the company.

Question 34

Whether it is pizza,toast or corn chips,a growing number of consumers are reporting seeing images in their food.To pay homage to this new phenomenon,Taco Bell has launched a home for these edible "visions" via the first online Food Sightings Museum at Tacobell.com.A news article on exhibit at this museum would be an example of _____ for the Taco Bell Web site.

A) communications management
B) corporate identity advertising
C) sales relationship management
D) human resources management
E) public relations

Question 35

At a 2006 convention,chiropractors learned that only about 7 percent of Americans currently visit a chiropractor,and the small amount of media coverage about chiropractic is usually negative or wrong.What type of promotion can chiropractors use to improve their public image?

A) Human resources management
B) Communications management
C) Public relations
D) Corporate identity advertising
E) Sales relationship management

Question 36

Paparazzi may be the scourge of Hollywood stars,but Fraser Ross appreciates the mob of photographers.Ross,owner of the celebrity-friendly L.A.boutique Kitson,said paparazzi shots of stars like Halle Berry shopping at his Robertson Boulevard store have helped to triple sales in the past year.Kitson is benefiting from:

A) lobbying.
B) proactive news management.
C) reactive news management.
D) publicity.
E) communications distribution.

Question 37

Coca-Cola monitors any Web sites in which it is mentioned.Some of these Web sites contain communication that is malicious,and some of the information contained in these sites is wrong.When such a site is discovered,Coca-Cola has its _____ personnel respond to set the record straight without using legal jargon or highly technical communication.

A) human resources
B) administrative
C) public relations
D) advertising
E) sales

Question 38

Coca-Cola monitors all Web sites in which it is mentioned.Some of these Web sites contain communication that is malicious,and some of their information is wrong.The people who set up these Web sites are:

A) part of Coca-Cola's publics.
B) guilty of deceptive advertising.
C) also monitored by the Federal Trade Commission.
D) controlled by the Federal Communications Commission.
E) legally permitted to say whatever they want to about Coca-Cola even if what they say is obviously incorrect.

Question 39

According to the recently assigned chairmen of the committee created to study steroid use by Major League Baseball (MLB)players,"Major league players that have used steroids and other illegal performance-enhancing drugs have caused fans and observers to question the integrity of play at the highest level of our national game." What is a proactive method that MLB officials can use to deal with such issues and the way they impact its relationships with its publics?

A) Negative publicity coercion
B) Reputation management
C) Marketing public relations
D) Manipulative communications
E) Image reduction management

Question 40

Which of the following statements about publicity is true?

A) Public relations is a subset of publicity.
B) When publicity is run, the media bills the organization for the space or time.
C) Publicity is usually thought of as "free."
D) Publicity need not be newsworthy to be effective.
E) All publicity is good.

Question 41

A _____ is one or more typewritten sheets of information issued to generate publicity or shed light on a subject of interest.

A) feature article
B) house organ
C) press bulletin
D) news release
E) media announcement

Question 42

The U.S.Marine Corps issued a _____ to local news agencies when an official party consisting of high-ranking members of the Department of Defense visited a Marine Aircrew Training Systems Squadron to fly an Osprey simulator and personally evaluate the aircraft.

A) house organ
B) media announcement
C) news release
D) feature article
E) press bulletin

Question 43

What is the most widely used PR tool?

A) A data warehouse
B) A press kit
C) A trade show
D) A house organ
E) A press release

Question 44

Jones New York is a clothing manufacturer that decided to do something to help overworked and underappreciated public school teachers.It began the In the Classroom program,a strategy to improve the quality of education for America's children.Jones New York has made a commitment to:

A) press agentry.
B) sales promotion.
C) societal advertising.
D) community involvement.
E) advocacy advertising.

Question 45

Nancy Weathers is the public relations officer at SkyMeetings,a ski promotion group.She is looking forward to start a corporate blog for enthusiasts and members.Which of the following should Nancy avoid when formulating the guidelines for the blog? A.Know what people are saying about your products or services
B)Postings should be regular
C)Update your Wikipedia page
D)Include controlled portions of hype and puffery.
E)Make the blog part of your IMC.

Question 46

The goal of _____ is to develop a dialog between the company and the community.

A) community involvement
B) corporate advertising
C) advocacy advertising
D) lobbying
E) advertorials

Question 47

Press agentry refers to the:

A) gathering of marketing research to determine the best public relations strategy.
B) reciprocal arrangements established between publicists and the press.
C) planning and staging of events to attract attention and to generate publicity.
D) maintenance of good relationships with the people who control what does and does not get media coverage.
E) act of publishing a publicity piece.

Question 48

The National Asphalt Pavement Association (NAPA)announced that Staker & Parson Companies won an Award for Rocks Build Our World,an outreach program for elementary schools.The Rocks Build Our World program includes both group tours of the company's corporate office facility and classroom visits targeted at fourth graders.The classroom visits start with some basic information on geology,mining methods and the uses of minerals in everyday life.Which PR tool did Staker & Parsons use?

A) Press agentry
B) Sales promotion
C) Community involvement
D) Societal advertising
E) Advocacy advertising

Question 49

The Florida Swimming Pool Association hired a full-time government relations specialist whose job will be to support or thwart legislation that affects the association's members.One of the specialist's first jobs was to deal with a proposed law requiring hardwire alarm systems in all pools.This government relations specialist will be engaged in:

A) lobbying.
B) persuasive communication.
C) informative communication.
D) consumerism.
E) press agentry.

Question 50

Ringling Bros.Circus found it necessary to protect itself against animal rights supporters who would send the media in towns they would visit and take photos and videos claiming to document animal abuse in the circus.To counter these negative tactics,the corporate communications director began visiting news editors ahead of time,armed with source materials and original footage to show how and where materials provided by activists were manipulated.She pointed out the age of the footage,and explained that it featured zoo animals,not circus animals,and African elephants,not the Asian elephants,that travel with Ringling Bros.The director engaged in:

A) video news releases.
B) manipulative communications.
C) relationship management.
D) venue marketing.
E) press agentry.

Question 51

According to the text,when a company is confronted with a crisis management situation it should first:

A) actively cooperate with authorities where the problem occurred.
B) quickly rebuild the company name and reputation with advertising.
C) have the CEO talk to the public.
D) identify the problem and take immediate corrective action.
E) help law enforcement agencies generate leads.

Question 52

In 2003,the Boston Catholic diocese reported an annual deficit of $10 million in the fund,which covers administrative costs and other centralized spending in the archdiocese.Later,the Boston Globe reported the deficit was actually $20 million.Then the diocese reported an unfunded pension liability of $80 million.The financial problems,a decline in the number of priests,and demographic trends that were emptying out a lot of the urban parishes and overfilling some of the suburban parishes,required the Boston diocese to engage in:

A) image management.
B) negative publicity reduction.
C) press agentry.
D) crisis management.
E) risk management.

Question 53

When Ringling's star animal trainer,Mark Oliver Gebel,was accused by two animal rights activists of abusing an elephant in his care,the world-renowned Ringling Bros.Circus decided the time had come to take a stand.The circus management immediately decided that the use of the criminal justice system to target Gebel as part of a campaign against using animals in entertainment represented a new low.The circus instituted long-term _____ to let circus-goers know that their animals were well-treated.

A) negative publicity coercion
B) reputation management
C) marketing public relations
D) manipulative communications
E) image reduction management

Question 54

Which of the following is NOT true of public affairs and lobbying?

A) Organizations rarely have to deal with elected officials.
B) Organizations interact with regulatory bodies.
C) Public affairs involves various community groups.
D) Lobbying is an important factor in most big organizations.
E) Lobbying requires the expertise of a specialist.

Question 55

In order to spur interest in the game Monopoly,Parker Brothers issued a _____ in which it announced that for the first time in 40 years,it would be adding a new token to the game.Fans of Monopoly were asked to choose among a piggy bank,a sack of cash,and a biplane,and record their selections at a Web site.

A) news release
B) house communication
C) house bulletin
D) community service notice
E) consumer-oriented announcement

Question 56

Just prior to the release of a film that portrayed Wal-Mart in the worst possible manner,the giant retailer issued a press release in which it noted that the producer and director of the film had been criticized for stating strongly biased opinions as truths in earlier films they had made.The press release included several examples of how the filmmakers had tried to mislead the viewing public.This act by Wal-Mart would be an example of:

A) image management.
B) negative publicity reduction.
C) crisis management.
D) risk management.
E) press agentry.

Question 57

According to Johnson & Johnson,what is the best action to take in the event of a disaster like the Tylenol poisonings?

A) Be open and candid.
B) Refuse to talk to all media representatives.
C) Select one media representative and give that person exclusive rights to the story.
D) Use the federal government's public relations experts.
E) Do not answer any questions until all the facts about the incident are known.

Question 58

_____ is the planning and staging of events to generate publicity.

A) VNR
B) Public relations
C) Relationship management
D) Venue marketing
E) Press agentry

Question 59

The American Camping Association (ACA)used _____ to inform the media and general public about the value of the camp experience.According to the ACA,camping presents the camp community a place of safety,tolerance,acceptance,and peace in uncertain times.It was distributed to top weeklies,publications,and broadcasters in major media markets across the country.

A) feature articles
B) house organs
C) press bulletins
D) media announcements
E) press releases

Question 60

_____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client.

A) Persuasive communication
B) Lobbying
C) Informative communication
D) Consumerism
E) Press agentry

Question 61

_____ is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

A) Proactive sponsorship
B) Guerrilla promotion
C) Venue promotion
D) Ambush marketing
E) Reactive sponsorship

Question 62

Which of the following statements about video news releases is true?

A) Video news releases are always developed and produced by outside agencies in order to prevent them from being biased.
B) Video news releases are offered to TV stations for a nominal fee.
C) Sometimes video news releases are criticized because they are too short.
D) Often video news releases are developed by the station's news staff.
E) VNRs are somewhat controversial.

Question 63

In March 2005,Super 8 Motels renewed its associate sponsorship of the No.32 Tide Chevrolet,which will be driven by Bobby Hamilton,Jr.in this year's NASCAR Nextel Cup Series.One of the potential drawbacks to this cosponsorship is:

A) clutter.
B) employee dissatisfaction.
C) an inefficient use of money.
D) the inability to target particular psychographic and demographic segments.
E) the evaluation of the effectiveness of the sponsorship.

Question 64

Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland,the football team's PR agents have issued a _____,which contains pictures and biographical data of all the players,quotes from fans,ticket prices,special promotions that would be held throughout the season,and a story about how wrong the Raiders had been to move to Los Angeles.

A) promotional announcement
B) communications bulletin
C) public relations package
D) publicity system
E) press kit

Question 65

In 2006,Coors Brewing Co.expanded its involvement with the National Football League by signing a two-year deal with the New Orleans Saints.As part of the multipronged deal for which Coors made several million dollars,the brewing company will have rights to use the Saints trademarks for retail promotions and naming rights for a bar,The Coors Light Cold Zone,located inside the Louisiana Superdome.What promotional tool is Coors using in this example?

A) Sponsorship
B) Public patronage
C) Philanthropic marketing
D) Ambush marketing
E) Guerilla marketing

Question 66

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium,arena,auditorium,or racetrack.

A) Venue marketing
B) Reputation marketing
C) Guerrilla marketing
D) Ambush marketing
E) Reactive marketing

Question 67

For Bassett Healthcare in Cooperstown,sponsoring the American Heart Association's Heart Run/Walk in Utica was an obvious choice.The Heart Run was a good fit for Bassett because it tied in with the hospital's opening of its cardiac surgery and heart institute.Bassett Healthcare's support of this event is an example of:

A) public patronage.
B) societal marketing.
C) philanthropy.
D) ambush marketing.
E) venue marketing.

Question 68

On May 1,1934,James D.Mooney,president of General Motors Overseas Corporation,climbed into his automobile and drove to attend a Nazi extravaganza.This was the annual May Day festival.General Motors World,the company's publication about happenings at the company,used Mooney's eyewitness account to cover the May Day event in a several-page cover story,stressing Hitler's boundless affinity for children.General Motors World is an example of a: A.promotional announcement.
B)house organ.
C)media bulletin.
D)feature article.
E)corporate blog.

Question 69

Major League Baseball's Texas Rangers and Ameriquest Mortgage Co.have announced a 30-year agreement establishing Ameriquest Field in Arlington,Texas,as the new name for the baseball park.Ameriquest reportedly paid $75 million to have its name on the park.Ameriquest is using:

A) reactive marketing.
B) reputation marketing.
C) guerrilla marketing.
D) ambush marketing.
E) venue marketing.

Question 70

A company that engages in ambush marketing:

A) is doing something illegal.
B) is trying to take advantage of a major event that it is not sponsoring.
C) creates captive audiences that it uses for bogus research.
D) steals sponsorship opportunities from other companies by offering more money to event planners.
E) unethically removes control of a sponsored event from event planners.

Question 71

A four-page article in Pallet Enterprise,a trade journal for the pallet and container industry,about the success of Jisco,a Korean nail company,would most likely be an example of a:

A) promotional message.
B) pro bono message.
C) communications organ.
D) feature article.
E) house bulletin.

Question 72

Ansett Airlines sued Qantas Airways,a rival Australian carrier,claiming that it engaged in _____ that was detrimental to Ansett's image as an official sponsor of the Olympic Games.Qantas ran ads in The Sydney Morning Herald and The Age newspapers featuring Australian runner Cathy Freeman and the words 'Sydney 2000,Olympic Games and the new millennium' and 'The Spirit of Australia Qantas.' Located in close proximity to these slogans was the Olympic logo.

A) a violation of FTC regulations
B) ambush marketing
C) guerrilla promotion
D) flanking promotion
E) venue marketing

Question 73

Qualcomm Inc.,a wireless technology company,benefited from _____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.

A) ambush marketing
B) reputation marketing
C) guerrilla marketing
D) venue marketing
E) reactive marketing

Question 74

A _____ is a company publication that can be used to promote goodwill,increase sales,or mold public opinion.

A) promotional announcement
B) corporate blog
C) media bulletin
D) feature article
E) house organ

Question 75

While writing a news release,you should: A.The online community is no different than people who rely on traditional media.
B)Blogs without comments have minimal value,but with comments comes criticism.
C)Not every market contains people who read blogs.
D)Providing unique information gives people a reason to visit your blog.
E)Blogging is rarely a stand-alone tactic.

Question 76

Which of the following describes one method that can be used to effectively measure the results from sponsoring a golf tournament?

A) To count the number of people who attended the event assuming they were all exposed to the company's name.
B) To count the total number of advertisers participating in the event and divide the number by the length of the event.
C) To measure spending equivalencies between free media exposure and comparable advertising space or time.
D) To take a survey of event attendees and ask if they recall seeing the company's name.
E) To count the number of people who attended the event and find the probability of the number who may have seen the company's name.

Question 77

A (n)_____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

A) entertainment marketing event
B) philanthropic event
C) sponsorship
D) advocacy advertising piece
E) ambush marketing event

Question 78

Several Rotary clubs across the nation hold golf tournaments as fundraisers.Sponsors are asked to provide not only cash but also prizes,as well as beverages and snacks for the golfers.In other words,sponsors of these fundraising events provide money and:

A) in kind.
B) pro bono gifts.
C) collateral products.
D) complementary items.
E) free perquisites.

Question 79

Which of the following CANNOT be used to explain the recent growth of sponsorship?

A) The escalating cost of traditional media advertising.
B) The growing diversity in leisure activities.
C) The fact that sponsorship creates the ability to reach targeted groups of people economically.
D) The fragmentation of media audiences.
E) The growth in the over-50 segment of the population.

Question 80

Which of the following statements describes a benefit of sponsorship?

A) There is little clutter associated with a sponsorship.
B) Sponsorships are inexpensive.
C) It is relatively easy to gauge the effectiveness of a sponsorship.
D) Sponsorships enhance the image of the company sponsoring them.
E) Sponsorships cannot be cost-efficient.