Deck 19: Relationship Building

Question 1

A house organ's main purpose is to raise funds for a company's projects.

Answer 1

False
Explanation: A house organ's purpose is to promote goodwill, increase sales, or mold public opinion.

Question 2

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

Answer 2

False
Explanation: Advertising professionals see marketing as the umbrella process companies use to determine what products and services the market needs and how to distribute and sell them. Public relations professionals believe public relations should be the umbrella process.

Question 3

Business-to-business trade shows attract limited numbers of sponsors because it does not allow clients to talk to prospects and customers in the same place and at the same time.

Answer 3

False
Explanation: Annual events such as business-to-business trade shows attract large numbers of sponsors as well as exhibitors because of the economics of being able to talk to prospects and customers in the same place at the same time.

Question 4

The primary goal of public relations is to gain commercial incentives from all sectors of its public.

Question 5

A feature article is the most widely used PR tool.

Question 6

Trade journals run feature articles about companies,products,or services.

Question 7

"Influentials" are those individuals whose opinions matter a great deal to others.

Question 8

A public relations person soliciting money for a cause the company deems worthwhile is an example of participation in a fundraising drive.

Question 9

A drawback of sponsorship is that it can only be paid in cash.

Question 10

An advantage of ambush marketing to sponsors is that it can be highly cost-efficient.

Question 11

One of the major disadvantages of sponsorship is its inability to involve customers,prospects,and other stakeholders.

Question 12

Marketing professionals refer to a company's customers as stakeholders because they have some vested interest in the company's actions.

Question 13

A common form of public relations research is opinion sampling.

Question 14

The primary goal of community involvement is to increase efficiency levels of an organization.

Question 15

A company's publics change constantly.

Question 16

Public relations objectives are easier to quantify than those of advertising.

Question 17

Unlike sponsorship,advertising can provide face-to-face access to current and potential customers.

Question 18

Bulletin boards can be used to announce news about new equipment,new products,and meetings to employees.

Question 19

In today's world,a majority of companies are structured with a public relations orientation.

Question 20

External house publications consist of happenings and news external to a company and are distributed only among employees.

Question 21

The goal of PR is to:

A) gain complete control over its stakeholders.
B) finance a company's activities.
C) develop and maintain goodwill with most of its publics.
D) advertise a company's products to all segments of its publics.
E) recruit and manage the company's human resources.

Question 22

To gauge consumer response on their new line of cellular phones,Rex Phones' researchers organized phone interviews with customers from different geographic regions.The information gathered from these interviews helped the company in assessing people's perceptions about the new line and the brand.Which of the following did the company use to gather this information?

A) Polybagging
B) Sweepstaking
C) In-store sampling
D) Opinion sampling
E) Lobbying

Question 23

Corporate advertising is a smaller category of advertising than public relations advertising.

Question 24

Reputation management:

A) is a short-term tactical process.
B) produces a temporary change in public opinion.
C) includes publicity and press agentry.
D) is a superset of public relations.
E) is applicable solely during a crisis.

Question 25

Forever 21,a company that manufactures fashion clothing,believes that their employees are their primary asset.In PR terminology,Forever 21's employees can be categorized as the company's _____.

A) publics
B) external stakeholders
C) auditors
D) sponsors
E) reviewers

Question 26

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

A) Lobbying
B) Opinion sampling
C) Observational research
D) Publicity
E) Empirical research

Question 27

Which of the following is true of public relations?

A) It is restricted to management functions.
B) Its primary goal is to develop transactional relationships.
C) It is undertaken by companies primarily to facilitate sales promotions.
D) Its purpose is to create mutual goodwill among individuals and organizations.
E) It focuses on managing relationships with people solely within an organization.

Question 28

Which of the following is true of advertising?

A) It is the best vehicle to build credibility.
B) It is viewed with lesser skepticism by the public than public relations.
C) Its objectives are not as easy to quantify as those of public relations.
D) It offers greater credibility than public relations.
E) It offers precision and control.

Question 29

Which of the following statements about publicity is true?

A) It is a super set of public relations.
B) The media bills its expenses to a company.
C) It involves the generation of news.
D) It has limited sources from which it is generated.
E) It is invariably easy to manage.

Question 30

For a majority of companies,it's easier to create an event of their own than buy into an existing event.

Question 31

Inkheart,a fashion clothing boutique,has recently started placing ads in the Sunday supplement of New York 65.Through these ads placed in the newspaper,the company promotes its new products and trendy accessories.The ads have helped increase traffic at the store and tripled the store's sales by 25 percent since the past month.In such a scenario,which of the following is Inkheart doing?

A) Lobbying
B) Fundraising
C) Sponsoring
D) Generating publicity
E) Undertaking opinion sampling

Question 32

The traditional name for public relations advertising is institutional advertising.

Question 33

A.H.Leathers,a leather manufacturing company,is planning to set up a new plant in Baltonia.However,the people residing in Baltonia are concerned that the plant may pollute the town's groundwater.In PR terminology,the people of Baltonia may be classified as A.H.Leather's _____.

A) social investors
B) publics
C) internal stakeholders
D) stockholders
E) sponsors

Question 34

How does advertising differ from public relations?

A) Advertising reaches its audience through paid media, whereas public relations does not.
B) Public relations is more precise and carefully placed than advertising.
C) Public relations appears just as the advertiser designs it, whereas advertising does not.
D) All public relations messages are openly sponsored, whereas advertising is not.
E) Advertising is a better medium than public relations for building credibility.

Question 35

Pine Wood Resorts is a chain of forest lodges.At present,Sarah,the PR manager of the company,is building contacts and engaging with editors of travel magazines.Through these established networks,she wants write-ups about the lodges to be featured in various magazines.In this scenario,Sarah is _____ to market Pine Wood Resorts.

A) generating publicity
B) merchandising
C) providing spiffs
D) offering a slotting allowance
E) conducting advocacy advertising

Question 36

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

A) To market products through the use of print and broadcast media
B) To learn about the importance of public relations activities
C) To plan and execute the company's public relations program
D) To develop a crisis-management plan for the marketing team
E) To raise funds for the company by selling products

Question 37

To attract media attention,publicity should be _____.

A) free
B) unplanned
C) nonpolitical in nature
D) newsworthy
E) unintentional

Question 38

The primary media used for corporate advertising is radio ads.

Question 39

Advertorials are free ads with the lowest readership base.

Question 40

Benson's Ice Cream Shop has recently opened its ice cream parlors in London.To market its products,the company places print ads in food magazines across the city.Which of the following is Benson's Ice Cream shop using to advertise its products?

A) Personal selling
B) Polybagging
C) In-store sampling
D) Sponsorship
E) Publicity

Question 41

Wright & Parson Co.recently organized the "Right to Education" program in which employees,over the period of one year,spent their weekends volunteering to teach underprivileged children.Which PR tool did Wright & Parson Co.use in this scenario?

A) Cooperative advertising
B) Sales promotion
C) Community involvement
D) Ambush marketing
E) Lobbying

Question 42

For _____,the publicity person deals with program directors,assignment editors,or news editors.

A) broadcast media
B) photo ads
C) print media
D) house organs
E) opinion samples

Question 43

To spur players' interest in the game of City Lake,Brownstone Brothers issued a document through which it announced that for the first time in ten years,it would be adding new elements to the game.The new elements would include bonus points,challenges,and new rules.Which of the following did Brownstone Brothers issue to announce changes in its game?

A) News release
B) House organ
C) Media bulletin
D) Catalog
E) Electronic coupon

Question 44

The PR department of Thompson Inc.,a textile manufacturer,is setting up a program through which several of the company's employees will undertake awareness drives at malls to talk to the public about climate change.Through these activities,the company aims to publicize the impact of climate change and what one can do to lower his/her environmental footprint.Thompson Inc.is using a strategy of reputation management known as _____.

A) in-store sampling
B) recruitment advertising
C) forward buying
D) community involvement
E) cooperative advertising

Question 45

The Ambrosian Camping Association (ACA)used a _____ to inform the media and general public about an upcoming camping event.According to the ACA,this new camping event will present the camp community a place of safety,tolerance,acceptance,and peace.The document was distributed to leading newspapers,broadcasters,and major media houses across the country.

A) house list
B) house organ
C) press bulletin
D) compiled list
E) press release

Question 46

For its upcoming match,the Kent League football team's PR agents have issued a _____ which contains pictures and biographical data of all the players,background details about the upcoming match,and basic information about the event.

A) news bulletin
B) sample
C) feature article
D) compiled list
E) press kit

Question 47

Press agentry refers to:

A) conducting market research to determine the best public relations strategy.
B) a dialogue between the media and the community.
C) planning and staging of events to generate publicity.
D) internal announcements about a company's rules and policies to its employees.
E) using phone interviews and focus groups to receive consumer feedback.

Question 48

_____ refers to informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.

A) Lobbying
B) Polybagging
C) Opinion sampling
D) Trade advertising
E) Personal selling

Question 49

The Baltonia Sports Association has recruited a government relations specialist whose job is to persuade government officials to make administrative decisions that support the interests of the association's members.In such a scenario,the government relations specialist's job will involve _____.

A) lobbying
B) direct selling
C) direct-response advertising
D) trade promotion
E) press agentry

Question 50

Press agentry refers to the planning and staging of events to generate publicity.For _____,the publicity person deals with editors and feature writers.

A) television
B) radio
C) internet media
D) photo ads
E) print media

Question 51

In IMC terms,unintentional publicity:

A) is easy to control.
B) is foresighted by the company.
C) originates solely from print media.
D) is an unplanned message.
E) is staged by the company.

Question 52

Hot Ovens,a chain of cake shops,recently announced the launch of their new cake shop through a written message printed in the city's newspapers.The announcement helped create publicity for their new shop.Which of the following did Hot Ovens use to announce the launch of its new cake shop?

A) House organ
B) Feature article
C) Press release
D) Broadside
E) Catalog

Question 53

Nancy is a public relations officer at SkyMeetings,a ski learning institute.She has been assigned the task of setting up a corporate blog for ski enthusiasts and members of the institute.Which of the following guidelines should Nancy follow to develop the blog?

A) Steer clear of doing a trial run because it is time-consuming.
B) Make the blog a stand-alone tactic, exclusive to the company's IMC.
C) Provide information that the public can find elsewhere in order to avoid opinion clashes.
D) Limit feedback from critics by regularly deleting negative comments.
E) Establish clear objectives for the blog.

Question 54

N.K.Corporation,a rubber manufacturing company,recently received negative publicity from the print media.Several newspapers carried articles about the company's plants not following environmental regulations of safe waste disposal.The articles resulted in protests by communities living in close vicinity to the plant.N.K.Corporation is now undertaking damage control by correcting the plant's waste disposal measures.In addition,the company is communicating about their correction measures to the media and the community.In such a scenario,which of the following is N.K.Corporation dealing with?

A) Sponsorship initiatives
B) Crisis management
C) Philanthropy activities
D) Opinion sampling
E) Ambush marketing

Question 55

A freelance writer writes an article about a new Japanese restaurant in the city.The article is a three-page piece published in a food and lifestyle magazine.This is an example of a(n)_____.

A) press kit
B) broadside
C) feature article
D) media release
E) house bulletin

Question 56

Which of the following is an example of a feature article?

A) A basic fact sheet of information about an event
B) Updates about meetings and promotions posted on a company's bulletin board
C) A program or schedule of activities
D) A write-up about how to use a company's product
E) An announcement by a company about launching a new product

Question 57

A _____ covers time-sensitive hard news and consists of one or more typed sheets of information issued to generate publicity or shed light on a subject of interest.

A) broadside
B) house organ
C) press bulletin
D) press release
E) house list

Question 58

What is the most widely used PR tool?

A) Photo
B) Feature article
C) Poster
D) House organ
E) Press release

Question 59

Which of the following is true of feature articles?

A) They comprise hard news about companies.
B) They can give companies and products credibility.
C) They can be written only by a PR person.
D) They have immediate deadlines.
E) Their drawback is that they cannot be published at the editor's convenience.

Question 60

Animal rights supporters have sent photos and videos of animal abuse by Venus Circus to the media.Venus Circus is now conducting a media conference to inform the public that accusations made by the activists are false.To prove they did not engage in any form of animal abuse,they are also visiting media houses with source materials and original footage of how they train animals with love and care.Which of the following is Venus Circus engaging in?

A) Ambush marketing
B) Sponsorship
C) Crisis management
D) Venue marketing
E) Philanthropy

Question 61

One of the potential drawbacks of a cosponsored event is that:

A) it creates clutter.
B) it cannot provide face-to-face access to potential customers.
C) it leads to employee dissatisfaction.
D) it does not build credibility to the sponsoring company.
E) it does not divide costs between participants.

Question 62

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

A) They are purchased by companies at low prices.
B) They consist of three types: exhibits, bulletins, and press kits.
C) They are sold by organizations at expensive rates.
D) They are also known as feature articles.
E) They are news or feature stories prepared by a company.

Question 63

General Telecom is a telecommunication company established in 1975.General Telecom World,the company's publication about happenings at the company,was recently published in the form of a newsletter.The newsletter featured achievements of the company,changes in company policies,and its ranking in the world's telecom industry.General Telecom World is an example of a _____.

A) news release
B) house organ
C) corporate blog
D) feature article
E) media kit

Question 64

A drawback of sponsorships is that:

A) it is difficult to evaluate the effectiveness of a particular sponsorship.
B) it does not help enhance a company's public image.
C) it is not approved by the public.
D) it does not have the ability to involve customers and prospects.
E) its access to customers is cluttered by competition, irrespective of the venue of an event.

Question 65

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

A) Cooperative advertising
B) Database marketing
C) Trade concentration
D) Ambush marketing
E) Philanthropy

Question 66

Funding of charity events is an example of sponsorship in the area of _____.

A) entertainment
B) culture
C) sports
D) causes
E) festivals and fairs

Question 67

In 2006,Rivera Brewing Co.expanded its involvement with the Orion Football League by signing a two-year deal with them.As part of the deal for which Rivera paid a million dollars,the brewing company would gain the rights to use the Football League's trademarks for retail promotions undertaken during the two year period.What promotional tool is Rivera using?

A) Sponsorship
B) Forward buying
C) Philanthropy
D) Lobbying
E) Community involvement

Question 68

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

A) compiled list
B) brochure
C) sponsorship
D) feature article
E) house organ

Question 69

When Star Builders,a company that had been accused of being insensitive to the environment,ran a television ad that demonstrated its corporate support for Wildlife Foundation's "Save the Tiger fund",it engaged in _____ advertising.The ad was created by Star builders to enhance their community citizenship and create goodwill.

A) direct-mail
B) cooperative
C) public relations
D) trade
E) recruitment

Question 70

Sponsorship embraces two disciplines: sales promotion and _____.

A) philanthropy
B) ambush marketing
C) lobbying
D) public relations
E) fundraising

Question 71

Greyward Bank established a name for itself when it offered the city of Rhodia 50 million dollars for the naming rights of a soon-to-be built football stadium.The city accepted the offer and the stadium was named the Greyward Football Stadium.In this scenario,Greyward Bank undertook _____.

A) event marketing
B) people marketing
C) cooperative advertising
D) ambush marketing
E) venue marketing

Question 72

A disadvantage of sponsorship is that it:

A) does not allow a company to merchandise its positioning.
B) is expensive.
C) cannot create direct access to potential customers.
D) does not have the capacity to convert fan loyalty into sales.
E) spoils the company's public image.

Question 73

A _____ 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) rebate
B) royalty
C) sponsorship
D) premium
E) commission

Question 74

_____ can be used internally to stress safety,security,reduction of waste,and courtesy to employees.

A) News releases
B) Posters
C) Feature articles
D) Media kits
E) House lists

Question 75

Peterson Healthcare recently sponsored the Heart Association's "Run for a Cause" event in Jamaica.Though supporting the event will not provide Peterson Healthcare with any commercial incentive,it is promoting the event because it believes in encouraging efforts related to preventing heart diseases.This is an example of _____.

A) sponsorship
B) personal selling
C) philanthropy
D) ambush marketing
E) venue marketing

Question 76

Which of the following is a benefit of sponsorship?

A) It avoids clutter by disallowing costs to be spread among co-participants.
B) It is primarily an unknown, undiscovered concept for the public.
C) It is easy to evaluate the effectiveness of a sponsorship campaign.
D) It enhances the image of the company sponsoring them.
E) It is highly cost-efficient.

Question 77

Coleman Airlines,a domestic airline company,was recently accused of giving a false impression that they were the official sponsor of an international wine festival.The airlines put up posters and billboards of their brand in and around the venue of the wine festival to capitalize on the popularity of the event.Which of the following promotional strategies did Coleman Airlines undertake?

A) Database marketing
B) Ambush marketing
C) Sampling
D) Community involvement
E) Lobbying

Question 78

_____ 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) People marketing
C) Trade concentration
D) Database marketing
E) Ambush marketing

Question 79

Which of the following is an advantage of sponsorships?

A) It is an inexpensive advertising tool.
B) It eliminates clutter from cosponsored events.
C) Its value and effectiveness can be easily measured.
D) It makes it easy to convey different marketers' messages in cosponsored events.
E) It is approved by the public.

Question 80

After sports marketing,the largest area of sponsorship is _____.

A) social causes
B) education
C) entertainment
D) health
E) environmental causes