Question 1

Which of the following is not one of the primary goals of public relations?

Accepted Answer

A)  maintaining a positive reputation 
B)  building goodwill with publics 
C)  integrating sales promotions 
D)  improving public opinion 
E)  responding to inquiries

Question 2

Why would a company use public relations advertising?

Accepted Answer

The answer of Why would a company use public relations...

Question 3

_____ advertising is used to communicate a company's views on issues that affect society or business.

Accepted Answer

A)  Advocacy 
B)  Social 
C)  Philanthropic 
D)  Environmental 
E)  Cause

Question 4

When Netflix instituted price increases and tried to pitch them as a benefit,consumers saw through the line and the press provided the company with plenty of _____,though most of it was around the unplanned message that Netflix was trying to dupe customers as it raised prices.

Accepted Answer

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

Question 5

When CenturyLink acquired Qwest,the company ran a series of ads stating "Qwest is now CenturyLink." This is an example of corporate identity advertising.

Accepted Answer

A) True 
 B)False

Question 6

Which term refers to the management function that focuses on the communications that organizations have with other groups for the purpose of creating mutual goodwill?

Accepted Answer

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

Question 7

Karen Pryor Clicker Training sends out a regular newsletter that has tips on dog training,promoting a dog training business,news,and essays.Which of the following best describes the publication?

Accepted Answer

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

Question 8

The goal of community involvement is to develop a crisis management plan that incorporates all shareholders.

Accepted Answer

A) True 
 B)False

Question 9

If a company is interested in sponsorship,what two options does it have?

Accepted Answer

The answer of If a company is interested in sponsorship,what...

Question 10

Venue marketing has had little influence on sports marketing because most professional sports teams prefer to retain ownership of their stadiums.

Accepted Answer

A) True 
 B)False

Question 11

How do companies benefit from sponsorships?

Accepted Answer

A)  There is little clutter associated with co-sponsorships. 
B)  Sole sponsorships are inexpensive. 
C)  It is relatively easy to gauge the effectiveness of a sponsorship. 
D)  Sponsorship effects are easily separated from the effects of promotions. 
E)  Sponsorships can rapidly convert fan loyalty into sales.

Question 12

Which type of sponsorship is most common in North America?

Accepted Answer

A)  annual events 
B)  entertainment 
C)  causes 
D)  sports 
E)  arts

Question 13

_____ is a long-term strategic process to managing the standing of the firm with various publics.

Accepted Answer

A)  Integrated marketing communications 
B)  Marketing public relations 
C)  Opinion sampling 
D)  Reputation management 
E)  Positioning

Question 14

The primary media used for corporate advertising are trade journals.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

The answer of What are the various forms of advertising...

Question 16

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

Accepted Answer

The answer of What is the function of marketing public...

Question 17

A company website that provides public relations and investor information about the company is known as a(n)

Accepted Answer

A)  blog. 
B)  e-zine. 
C)  intranet. 
D)  online newsroom. 
E)  social media posts.

Question 18

Public relations departments often produce video new releases (VNRs)to highlight corporate news and then provide them free to TV stations,which may air them without disclosing where they came from.

Accepted Answer

A) True 
 B)False

Question 19

Explain how public relations works with the marketing mix.

Accepted Answer

The answer of Explain how public relations works with the...

Question 20

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

Accepted Answer

A)  develop a crisis-management plan 
B)  develop press releases for all conceivable events 
C)  differentiate the company from others in the industry 
D)  plan and execute the company's public relations program 
E)  convince the organization's publics of the company's value

Exam 16: IMC: Public Relations, Sponsorship, and Corporate Advertising

Which of the following is not one of the primary goals of public relations?

Why would a company use public relations advertising?

_____ advertising is used to communicate a company's views on issues that affect society or business.

When Netflix instituted price increases and tried to pitch them as a benefit,consumers saw through the line and the press provided the company with plenty of _____,though most of it was around the unplanned message that Netflix was trying to dupe customers as it raised prices.

When CenturyLink acquired Qwest,the company ran a series of ads stating "Qwest is now CenturyLink." This is an example of corporate identity advertising.

Which term refers to the management function that focuses on the communications that organizations have with other groups for the purpose of creating mutual goodwill?

Karen Pryor Clicker Training sends out a regular newsletter that has tips on dog training,promoting a dog training business,news,and essays.Which of the following best describes the publication?

The goal of community involvement is to develop a crisis management plan that incorporates all shareholders.

If a company is interested in sponsorship,what two options does it have?

Venue marketing has had little influence on sports marketing because most professional sports teams prefer to retain ownership of their stadiums.

How do companies benefit from sponsorships?

Which type of sponsorship is most common in North America?

_____ is a long-term strategic process to managing the standing of the firm with various publics.

The primary media used for corporate advertising are trade journals.

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

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

A company website that provides public relations and investor information about the company is known as a(n)

Public relations departments often produce video new releases (VNRs)to highlight corporate news and then provide them free to TV stations,which may air them without disclosing where they came from.

Explain how public relations works with the marketing mix.

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