Deck 17: IMC: Public Relations, Sponsorship, and Corporate Advertising

Question 1

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

Answer 1

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

Question 2

Public relations (PR)practitioners often engage in speechwriting.

Answer 2

True
Explanation: Because company officials often have to speak at stockholder meetings,conferences,or conventions,PR practitioners often engage in speechwriting.

Question 3

Most public relations people engage in press agentry.

Answer 3

True
Explanation: The planning and staging of events to generate publicity is called press agentry.

Question 4

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

Question 5

Both advertising and public relations (PR)objectives can be carefully placed to achieve particular reach and frequency objectives.

Question 6

Public affairs usually requires a specialist.

Question 7

A media kit is the most widely used public relations (PR)tool.

Question 8

An article about how fashion retailer Vanity Stores has launched a text messaging-based sweepstakes to promote singer and actress Mandy Moore's new album is an example of publicity.

Question 9

Venue marketing is a having a relatively small amount of influence on sports marketing.

Question 10

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

Question 11

You are likely to find feature articles in trade journals.

Question 12

To date,most companies are public relations oriented since their main focus is on the bottom-line.

Question 13

Public relations efforts may rally public support,obtain public understanding,or simply respond to inquiries.

Question 14

Cause marketing occurs when Avon donates part of its profits to breast cancer research.

Question 15

The term public relations is widely misunderstood and misused.

Question 16

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

Question 17

One main benefit of sponsorship is that it is widely accepted by the public.

Question 18

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

Question 19

Well-executed public relations are an ongoing process.

Question 20

One of the benefits with co-sponsorships is the absence of clutter.

Question 21

Responding to the various criticisms of corporate advertising,corporations now design their corporate advertising to achieve specific objectives.What are they?

Question 22

What is the primary role of public relations?

Question 23

Define public relations.Briefly explain its role in the marketing mix.

Question 24

An event that is suitable for sponsorship should evoke in some way a key attribute of the product sold by the sponsoring company.

Question 25

Recruitment advertising is a form of corporate advertising.

Question 26

What is the function of marketing public relations (MPR)?

Question 27

What is the goal of community involvement?

Question 28

Admittedly,house organs are extremely expensive.Why do companies continue to produce them?

Question 29

What is ambush marketing and how is it used?

Question 30

How can a sponsoring company measure the results of its relationship building effort?

Question 31

The primary media used for corporate advertising are trade journals.

Question 32

Why do public relations (PR)practitioners often engage in speechwriting?

Question 33

What is crisis management? What are the various steps (activities)that might possibly be necessary to handle a 'crisis'?

Question 34

Who can write a feature article?

Question 35

Corporate identity advertising is used when a company changes its name or its logo.

Question 36

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

Question 37

What are the various functions of institutional advertising?

Question 38

Why do the editors of the journals like featured articles?

Question 39

What is press agentry?

Question 40

Why are video news releases considered controversial?

Question 41

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

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

Question 42

Which of the following statements about publicity is true?

A)Publicity is always unintentional.
B)Unintentional publicity is an unplanned message.
C)Publicity is free.
D)Publicity is synonymous to public relations.
E)To attract media attention,publicity must be paid.

Question 43

What are the various forms of advertising that may be included in corporate advertising?

Question 44

How does advertising differ from public relations?

A)Advertising reaches its audience through media the advertiser pays for and public relations does not.
B)Advertising is non-personal and public relations are not.
C)Advertising is usually ethical and public relations are often not.
D)Advertising is a recognized business function and public relations are not.
E)Advertising is less precise than public relations.

Question 45

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 a part of crisis communications management.

Question 46

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 (MPR).
E)joint promotion.

Question 47

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 an umbrella process that the 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 48

Call in Europe,a new international phone company,threw a party at a New York nightclub.It drew 70 reporters from outlets like Financial Times,the New York Times,ABC News and PC magazine.The company hoped to garner press for its 39-cent-per-minute rate for calls from France to the U.S.So it plied its guests with drinks and hors d'oeuvre.Each reporter was handed a Motorola MotoFone and SIM card.What did it get for the $50,000 it paid for this shindig? Not a single column inch of copy.And fewer than 10 percent of the reporters activated the free cell-phone service by the January 31 deadline.The reporters even though did not respond as hoped are still one of the phone company's:

A)publics.
B)image resources.
C)customer sources.
D)feedback base.
E)cause marketers.

Question 49

Call in Europe,a new international phone company,threw a party at a New York nightclub.It drew 70 reporters from outlets like Financial Times,the New York Times,ABC News and PC magazine.The telecom hoped to garner press for its 39-cent-per-minute rate for calls from France to the U.S.So it plied its guests with drinks and hors d'oeuvre.Each reporter was handed a Motorola MotoFone and SIM card.What did it get for the $50,000 it paid for this shindig? Not a single column inch of copy.And fewer than 10 percent of the reporters activated the free cell-phone service by the January 31 deadline.In this case the _____ activity did not produce the desired results.

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

Question 50

What are the two methods a company can use to engage in sponsorship?

Question 51

When should a company use a form of corporate advertising?

Question 52

One of the main advantages of public relations is that:

A)it is highly credible.
B)it is a paid form of communication.
C)it is extremely precise.
D)it is easy to quantify.
E)the results are not dependent on the skills and experience of the people executing it.

Question 53

One of the goals of public relations (PR)is to develop and maintain:

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

Question 54

When a news item on cable television misrepresented the FedEx's earnings and suggested that FedEx was not meeting Wall Street's expectations,FedEx's stock dropped by nearly two dollars.Most companies deal with such coverage by demanding a correction the next day.A proactive way of dealing with such false statements and the way that impact a company is:

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

Question 55

Baseball Commissioner Allan H.(Bud)Selig authorized an investigation into alleged steroid use by Major League Baseball players.The scandal,which revolved around certain baseball superstars enhancing their abilities with the illegal substance,necessitated MLB's need for _____ as a way to maintain its popularity with fans.

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

Question 56

Respond to the following statement: "Sponsorship is the same thing as philanthropy".

Question 57

To gauge consumer response to the admission by Jack-in-the-Box fast food restaurant chain that it failed to heed a Washington state health department rule change that could have prevented a serious food-poisoning,Jane,a PR practitioner at Jack-in-the-box,spoke to people on the street about their feelings about the chain and what had occurred.In other words,Jack-in-the-Box used:

A)non-metric-multidimensional scaling.
B)quotas.
C)random block designs.
D)opinion sampling.
E)demographics.

Question 58

What is the function of corporate identity advertising?

Question 59

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 or her value to the company

Question 60

Coca-Cola monitors any Web sites in which it is mentioned.Some of these Web sites do contain communications that is malicious and some of their information 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 61

Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland,the football team's agency issued a ____,which contained 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 62

When a company is confronted with a crisis management situation it should:

A)actively cooperate with authorities in the investigation.
B)take political help to solve or compress the entire issue.
C)always have the CEO talk to the public.
D)avoid confronting in front of media.
E)remain unaffected.

Question 63

Which of the following statements about publicity is true?

A)Public relations are 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 for the company being publicized.

Question 64

At the turn of the millennium,Slim-Fast was a leading weight-loss brand with a catchy name and heralded by celebrity endorsements.Then in 2004,comedienne Whoopi Goldberg,the then its spokeswoman,made some very derogatory remarks about President Bush at a New York City Democratic party fund-raiser.This speech produced negative publicity for Goldberg and the company she represented.The makers of Slim-Fast found it necessary to use _____ to restore its tarnished image.

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

Question 65

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

A)non-controversial.
B)unplanned.
C)non-political in nature.
D)newsworthy.
E)contentious.

Question 66

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 67

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) public relations.
B) proactive news management.
C) reactive news management.
D) publicity.
E) communications distribution.

Question 68

Mashti Malone's Ice Cream Shop's ice cream flavors Mashti and Mehdi Shirvani are made up of ingredients like rosewater,orange blossom and ginger.The California-shop never advertised as its co-owners were happy with word-of-mouth.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)public relations
B)proactive news management
C)reactive news management
D)publicity
E)communications distribution

Question 69

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 70

In 2007,the pharmaceutical industry paid almost $187 million to inform government officials about their products and to persuade them to support or thwart action or legislation affecting them.What is the term used to describe these interactions between the industry and government officials?

A)Consumerism
B)Public relations advertising
C)Ambush marketing
D)Lobbying
E)Cause marketing

Question 71

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 72

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)contingency management.

Question 73

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)media announcement
E)news release

Question 74

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)Don't answer any questions until all the facts about the incident are known

Question 75

_____ 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 gentry

Question 76

A _____ supports the publicity of special events such as press conferences,grand openings,and trade shows.It includes a basic fact sheet of information about the event,a program or schedule of activities,and a list of the participants and their biographical data.

A)feature article
B)house organ
C)media kit
D)news release
E)e-zine

Question 77

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

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

Question 78

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

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

Question 79

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 of activities and the 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 80

The Rocks Build Our World program of National Asphalt Pavement Association (NAPA)includes both group tours of the company's corporate office facility and classroom visits targeted to fourth graders.The classroom visits start with some basic information on geology,mining methods and the uses of minerals in everyday life.This is an example of:

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