Deck 15: Public Relations

Question 1

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

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

Answer 1

D

Question 2

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

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

Answer 2

A

Question 3

The new role of public relations is one characterized by:

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

Answer 3

D

Question 4

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) legitimate
B) legal
C) limited
D) exclusive

Question 5

In public relations targeting,external audiences include:

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

Question 6

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) negative attitudes carry over to employee moral
D) firms exist in communities where their employees work and live

Question 7

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

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

Question 8

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) advertising
C) sales promotion
D) interactive media

Question 9

Publicity is:

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

Question 10

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

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

Question 11

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

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

Question 12

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

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

Question 13

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

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

Question 14

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

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

Question 15

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

A) Does the plan include analysis of recent editorial coverage?
B) Do the PR people understand the product's strengths and weaknesses?
C) Is the plan acceptable to marketing?
D) Are the objectives specific and measurable?

Question 16

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) production
C) industrial relations
D) marketing

Question 17

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

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

Question 18

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

A) use of Shaquille O'Neal as a spokesperson for Pepsi
B) initiation of a contest to find a new spokesperson for a brand
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) politicking
B) flighting
C) lobbying
D) filibustering

Question 20

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

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

Question 21

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

Question 22

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

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

Question 23

Cause-related marketing refers to:

A) all advertising designed to cause sales
B) all advertising designed to cause attitude change
C) the linking of companies with charities with the former being a contributing sponsor to the latter
D) corporate advertising designed to change the image of an organization

Question 24

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) image advertising
C) sponsorship
D) public relations advertising

Question 25

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

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

Question 26

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) sales promotion
C) personal selling
D) event sponsorships

Question 27

An Ipsos-Reid poll showed that Canadians want to see companies operate in a _____ manner,but they do question the motives of companies who undertake these types of activities.

A) socially responsible
B) reliable
C) valid
D) significant

Question 28

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

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

Question 29

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

A) It takes time and effort to establish credibility with consumers.
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) The results are difficult to quantify.

Question 30

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

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

Question 31

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) altruistic
C) image building
D) news items

Question 32

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

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

Question 33

Which of the following statements about sponsorship is NOT true?

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

Question 34

______ receive the majority of event sponsorship monies.

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

Question 35

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

A) greater credibility
B) ability to build positive image
C) contribution to clutter
D) low absolute and relative cost

Question 36

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

A) Timing of the publicity is not always completely under the control of the marketer.
B) The fact that media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible.
C) Many firms' PR efforts are never associated with their sponsors in the public mind.
D) Media publicity may also misfire through mismanagement and a lack of coordination with the marketing department.

Question 37

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

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

Question 38

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

Question 39

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

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

Question 40

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) Volvo's television ad promoting new standard safety features
C) The magazine Motor Trend announcing the "Car of the Year"
D) Celine Dion's appearance in Air Canada commercials

Question 41

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

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

Question 42

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

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

Question 43

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

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

Question 44

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

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

Question 45

Which of the following is a criticism commonly applied to corporate advertising?

A) poor vehicle for repositioning a company or a brand
B) does not take advantage of any benefits derived from public relations
C) not effective at reaching the target market
D) questionable effectiveness