Question 1

Hudson Hardware was recently purchased by Colony Home Improvement Warehouse.Which type of advertising would most likely help Colony Home Improvement Warehouse introduce itself to Hudson Hardware's customers who are unfamiliar with the Colony Home Improvement Warehouse name and logo?

Accepted Answer

A)  image advertising 
B)  advocacy advertising 
C)  umbrella advertising 
D)  recruitment advertising 
E)  corporate identity advertising

Question 2

Recruitment advertising is a form of corporate advertising.

Accepted Answer

A) True 
 B)False

Question 3

_____ is a partnership between a for-profit company and a nonprofit organization,which increases the company's sales while raising money and visibility for the organization's mission.

Accepted Answer

A)  Sponsorship 
B)  Ambush marketing 
C)  Venue marketing 
D)  Social networking 
E)  Cause marketing

Question 4

What is ambush marketing,and how is it used?

Accepted Answer

The answer of What is ambush marketing,and how is it...

Question 5

When companies sponsor stadiums and buildings,such as Chase Field in Pheonix,Arizona,or the Capitol Federal Hall at the University of Kansas-Lawrence,it is an example of

Accepted Answer

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

Question 6

What is the primary role of public relations?

Accepted Answer

The answer of What is the primary role of public...

Question 7

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

Accepted Answer

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

Question 8

You are likely to find feature articles in trade journals.

Accepted Answer

A) True 
 B)False

Question 9

What is the most likely reason for the term public relations 2.0?

Accepted Answer

A)  growth of new publics due to globalization 
B)  impact of social media on public relations activities 
C)  development of new public relations guidelines 
D)  increased use of IMC programs 
E)  demand for more public relations oversight

Question 10

When ExxonMobil,a company that has been accused of environmental insensitivity,runs an ad that highlights its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund,ExxonMobil is most likely engaged in _____ advertising.

Accepted Answer

A)  corporate identity 
B)  recruitment 
C)  public relations 
D)  public affairs 
E)  umbrella

Question 11

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

Accepted Answer

A)  Video news releases are always developed and produced by outside agencies to prevent bias. 
B)  Video news releases are offered to local and national 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)  Video news releases are sometimes viewed as subtle commercials.

Question 12

Why are video news releases considered controversial?

Accepted Answer

The answer of Why are video news releases considered controversial?...

Question 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

The answer of Admittedly,house organs are extremely expensive.Why do companies...

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Most advertising practitioners view public relations as a(n)

Accepted Answer

A)  marketing tool to promote sales of the company's products or services. 
B)  communication function that is essential during times of bad publicity. 
C)  umbrella process for managing relationships with company stakeholders. 
D)  activity used in combination with other types of sales promotion efforts. 
E)  task that can be performed only by a professional public relations expert.

Question 17

A _____ is one or more printed or electronic pages of information issued to generate publicity or shed light on a subject of interest.

Accepted Answer

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

Question 18

Why do public relations practitioners often engage in speechwriting?

Accepted Answer

The answer of Why do public relations practitioners often engage...

Question 19

Some events have so many sponsors that getting one marketer's message through is extremely difficult,a problem known in advertising as clutter.

Accepted Answer

A) True 
 B)False

Question 20

Both advertising and public relations objectives can be carefully placed to achieve and measure specific reach and frequency objectives.

Accepted Answer

A) True 
 B)False

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

Hudson Hardware was recently purchased by Colony Home Improvement Warehouse.Which type of advertising would most likely help Colony Home Improvement Warehouse introduce itself to Hudson Hardware's customers who are unfamiliar with the Colony Home Improvement Warehouse name and logo?

Recruitment advertising is a form of corporate advertising.

_____ is a partnership between a for-profit company and a nonprofit organization,which increases the company's sales while raising money and visibility for the organization's mission.

What is ambush marketing,and how is it used?

When companies sponsor stadiums and buildings,such as Chase Field in Pheonix,Arizona,or the Capitol Federal Hall at the University of Kansas-Lawrence,it is an example of

What is the primary role of public relations?

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

You are likely to find feature articles in trade journals.

What is the most likely reason for the term public relations 2.0?

When ExxonMobil,a company that has been accused of environmental insensitivity,runs an ad that highlights its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund,ExxonMobil is most likely engaged in _____ advertising.

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

Why are video news releases considered controversial?

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

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

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

Most advertising practitioners view public relations as a(n)

A _____ is one or more printed or electronic pages of information issued to generate publicity or shed light on a subject of interest.

Why do public relations practitioners often engage in speechwriting?

Some events have so many sponsors that getting one marketer's message through is extremely difficult,a problem known in advertising as clutter.

Both advertising and public relations objectives can be carefully placed to achieve and measure specific reach and frequency objectives.