MKTG 430 Ch 17 – Flashcards
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Which of the following statements is true about public relations? A. Public relations is same as publicity. B. Public relations is a short term strategy of enhancing the image of the company. C. Public relations is not concerned with the evaluation of public attitudes. D. An effective public relations program continues over months or even years. E. Public relations deals only with the activities designed to sell a product or service.
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D. An effective public relations program continues over months or even years.
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In the traditional perspective, public relations is viewed as a(n) _____ function whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics. A. advertising B. direct response C. marketing D. nonmarketing E. sales
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D. nonmarketing
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_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Public relations B. Image advertising C. Corporate advertising D. Dyadic communications E. Integrated marketing communications
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A. Public relations
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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, less marketing-oriented role. E. a broader, more marketing-oriented role.
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E. a broader, more marketing-oriented role.
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Public relations activities that are designed to support marketing objectives are known as: A. publicity. B. vertically integrated activities. C. marketing public relations functions. D. image-oriented advertising. E. branding.
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C. marketing public relations functions.
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Marketing objectives that may be aided by _____ activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance. A. sales promotional B. public relations C. advertising D. direct-response E. outdoor marketing
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B. public relations
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Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. The effectiveness of MPR can be easily measured. B. It is easy to tie slogans in with MPR activities. C. MPR breaks through the clutter. D. The use of MPR guarantees a specific media time and place. E. It helps in increasing control over media.
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C. MPR breaks through the clutter.
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Miller & Sons Inc. has revived the dying art of stone masonry. Roy Miller and his two sons are all European trained artisans who would like to work on repairing of old stonework on churches and buildings constructed before 1940. The business is not thriving even though the company has been featured in news articles in several regional magazines and newspapers for its help in restoring old cemeteries and as a potentially important new business. What should the company do? A. Use the objective-task method for setting its budget B. Change its name C. Conduct research to determine the public attitude toward the company D. Lower its prices E. Add product line extensions
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C. Conduct research to determine the public attitude toward the company
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In public relations targeting, external audiences include: A. customers. B. the public at large. C. suppliers. D. stockholders. E. employees.
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B. the public at large.
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Which of the following is considered an internal audience for a public relations activity? A. Customer B. Media C. Government D. Financial community E. Civic groups
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A. Customer
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Which of the following is considered an external audience for a public relations activity? A. Customers B. Suppliers C. Members of the local community D. Stockholders E. Press
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E. Press
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Organizational newsletters, notices on bulletin boards, awards ceremonies and events, direct mail, and annual reports are some of the methods used to communicate with: A. current customers of the organization. B. employees of the firm. C. the press. D. government officials. E. community members
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B. employees of the firm.
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One of the most critical external publics is the ____, which determine what you will read in your newspapers or see on TV, and how this news will be presented. A. supplier B. customer C. government D. media E. investor
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D. media
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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 E. The public at large and stockholders
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A. Potential investors and the media
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Companies that support lobbying efforts: A. are trying to reach internal audiences. B. are engaged in flighting. C. have targeted government bodies. D. have determined the importance of homogeneity. E. are targeting educators.
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C. have targeted government bodies.
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When the Financial Times published an article about The Mills Corporation building, a multi-leisure complex in Madrid, Spain, the company supplied the written information. The author of the articles needed to write knowledgeably about a complex that will offer a blend of entertainment, retailing, lodging and offices. In fact, this information was made available to several different European and U.S. newspapers. Which public relations tool was employed? A. Community involvement B. Integrated public relations activities (IPRA) C. Exclusives D. Marketing public relations (MPR) E. Press release
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E. Press release
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Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch company decided to invest in retailing ice cream, it gathered news representatives from the major newspapers to a meeting in which the company unveiled its prototype ice-cream van and showed pictures of ice-cream kiosks that it was setting up on the world's beaches. Which public relations tool was employed? A. Community involvement B. Integrated public relations activities (IPRA) C. Exclusives D. Press conference E. Press release
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D. Press conference
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When a right to a public relations effort (such as a particular story) is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n) ____. A. needledrop. B. mnemonic. C. interview. D. exclusive. E. press conference.
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D. exclusive.
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For areas of the United States that have experienced lengthy periods of time without utilities due to some act of nature, Budweiser packages water in black and white cans and gives it to people who are without water. Which public relations tool was employed? A. Community involvement B. Integrated public relations activities (IPRA) C. Exclusives D. Press conference E. Press release
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A. Community involvement
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Organizations can use the Internet as a means of disseminating their public relations information. How does the way the Internet is used differ from how other traditional media is used? A. The Internet offers longer exposure times than other media. B. The Internet is confined by time and space limitations that do not inhibit other media. C. The Internet offers the ability to build internal links to provide instant access to as much information as needed. D. The Internet cannot be used by organizations to defend themselves against negative publicity. E. The Internet is not used as a public relations source.
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C. The Internet offers the ability to build internal links to provide instant access to as much information as needed.
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Because public relations 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 builders D. news items E. exclusives
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D. news items
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Which of the following statements is true about public relations? A. This medium of promotion lacks credibility. B. The relative costs of public relations is very low. C. The absolute costs of public relations is very high when its possible effects are considered. D. Public relation messages are subject to a lot of clutter. E. Public relations is ineffective in generating sales leads.
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B. The relative costs of public relations is very low.
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Which of the following is an advantage associated with public relations? 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. Use as an effective lead generator. E. Strong connection of the receiver to the source.
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D. Use as an effective lead generator
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Criteria for measuring the effectiveness of public relations activities include: A. number of press releases developed. B. number of personal interviews given by company representatives. C. dollar value of community involvement. D. percentage of positive and negative articles over time. E. percentage of people who have come across the press release
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D. percentage of positive and negative articles over time.
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Measuring the effectiveness of PR activities provides which of the following advantages? A. It helps deal with the problem of clutter. B. It reduces the high absolute costs connected with PR activities. C. It helps in reaching specific audience groups. D. It helps in completing the communication process. E. It gives management a way to judge the quality of public relations achievements and activities.
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E. It gives management a way to judge the quality of public relations achievements and activities.
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Which of the following is a method for measuring the effectiveness of public relations activities? A. Number of customer complaints B. Public opinion and surveys C. Sales D. Computer simulations E. Trend analyses
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B. Public opinion and surveys
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_____ refers to the generation of news about a person, product, or service that appears in broadcast or print media. A. Advertising B. Direct response advertising C. Sales promotions D. Publicity E. Advertainment
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D. Publicity
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Which of the following statements about publicity and public relations is true? 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. E. Publicity is synonymous to public relation.
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D. Publicity is typically a short-term strategy.
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An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. an advertorial. B. negative publicity. C. controlled public relations. D. image advertising. E. negative lobbying
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B. negative publicity
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Unlike other forms of promotions, _____ is not usually perceived as being sponsored by the company, especially in negative instances. A. direct marketing B. outdoor advertising C. publicity D. transit advertising E. trade promotion
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C. publicity
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Which of the following is one of the important reasons for the high power of publicity as a form of promotion? A. Lack of clutter B. Leads to increase in sales C. Its news value and the frequency of exposure it generates D. Its lack of ability to generate word of mouth information E. Its low relative costs
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C. Its news value and the frequency of exposure it generates
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Why is publicity considered by many marketers to be the strongest form of marketing communications? A. Its effectiveness at completing the communications process. B. Its ability to make or destroy a brand. C. The fact that consumers perceive the communication as biased. D. The ease with which it is coordinated with other communications activities. E. The positive image it always attaches to products and organizations
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B. Its ability to make or destroy a brand.
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Which of the following communications methods is potentially the most powerful? A. Sales promotions B. Advertorials C. Specialty advertising D. Publicity E. Advocacy advertising
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D. Publicity
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Why is publicity viewed as being so much more important than advertising, sales promotion, or other forms of public relations? A. Control of the message B. Timing of the message C. Credibility of the message D. Accuracy of the message E. Lack of clutter
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C. Credibility of the message
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There are some who believe Beanie Babies, Ninja Turtles, and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products. If this is true, what strategy were these companies employing? A. Press conferences B. The management of publicity C. Press releases D. Video news releases E. Sponsorships
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B. The management of publicity
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_____ is a publicity piece produced by publicists so that stations can air it as a news story. A. Video news releases B. Public relations C. Spilt-run tests D. Mnemonics E. Dramatization ads
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A. Video news releases
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Star News ran a two-minute story on "phishing" scams. The news report featured testimony from Jessica, a phishing victim, and a computer security expert from Trend Micro Software. In no uncertain terms, the report recommended PC-Cilin, a $50 Internet security program from Trend Micro, as "a first line of defense" against phishing scams. However, it was later known that the report was funded by Trend Micro. This news report is an example of: A. image advertising. B. advocacy advertising. C. cause-related advertising. D. video news release. E. direct response advertising
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D. video news release.
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Cartoon Network ran a holiday feature on the best and worst high-tech gifts for children. In it, technology expert and "Internet Mom" recommended the Oxyride battery, the Pac-Man and a few more games that came from either Panasonic, Namco or Techno Source. If this holiday feature were jointly funded by Panasonic, Namco and Techno Source, it would be called a(n): A. cause related ad. B. mnemonic. C. image ad. D. video news release. E. event sponsorship
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D. video news release
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Marketers use _____ when they want to have as much control as possible over publicity. A. press conferences B. advertorials C. press releases D. video news releases E. sponsorships
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D. video news releases
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One of the main disadvantages of publicity is: A. lack of control. B. low credibility. C. perception of being endorsed by the media. D. the ability of the marketer to control the timing. E. non-identification of the sponsor.
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A. lack of control
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Communications activities designed to promote a firm's overall image, without reference to a specific product, are called: A. corporate advertising. B. advocacy advertising. C. advertorials. D. lobbying. E. continuity advertising
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A. corporate advertising
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The illustration in the ad for Accenture showed an elephant walking a narrow log suspended between two cliffs. The headline read, "Who says you can't be big and nimble?" Since the ad made no reference to the specific products offered by Accenture, it is an example of: A. corporate advertising. B. advocacy advertising. C. an advertorial. D. lobbying. E. continuity advertising.
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A. corporate advertising
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ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the scope of its products. Headline "Sometimes a name change can make a big difference." The ad showed photographs of stars who had changed their names and made no mention of what services the corporation offers. This ad is an example of: A. corporate advertising. B. advocacy advertising. C. an advertorial. D. lobbying. E. continuity advertising
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A. corporate advertising
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Which of the following best reflects an example of corporate advertising? A. Revlon's use of the actress that plays Buffy, the vampire slayer, as a spokesperson. B. Toyota 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 color for M&M candies. E. Haven Funeral Home giving out free calendars to all of its regular customers
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B. Toyota promoting its concern for the environment
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Which of the following statements about corporate advertising is true? A. It is cheap form of advertising. B. It attracts the interest of consumers. C. Consumers prefer watching such advertising that provide a lot of meaning to them. D. Corporate ads are not easy to write. E. It concentrates on the promotion of one specific product or service
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D. Corporate ads are not easy to write
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The term _____ tends to be used as a catchall for any type of advertising run for the direct benefit of the corporation rather than its products or services. A. direct marketing B. sales promotion C. aerial advertising D. corporate advertising E. trade promotion
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D. corporate advertising
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The two main goals of corporate advertising are creating a positive image for the firm and: A. developing interest in the product and services. B. creating awareness about the new products of the firm. C. inducing trial. D. inviting feedback. E. communicating the organization's views on social, business, and environmental issues
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E. communicating the organization's views on social, business, and environmental issues.
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_____ is the form of corporate advertising devoted to promoting the organization's overall image. A. Transit advertising B. Cause - related advertising C. Image advertising D. Advocacy advertising E. Symbolic advertising
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C. Image advertising
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An advertisement for dishes pictured a bride and groom sitting down to a table setting, with a line of copy indicating that the Queen of England had used similar dishes at her wedding dinner. This is an example of which of the following types of image advertising? A. Cause-related advertising B. Advocacy advertising C. General positioning ad D. Direct response ad E. Financial support ad
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C. General positioning ad
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The Grand Thornton's print ad states that, "If you have a passion for accounting and want to work with others who share that passion, you might be interested in the Grant Thornton accounting firm". This is an example of which of the following types of advertising? A. Direct-response advertising B. Image advertising C. Cause-related advertising D. Advocacy advertising E. Event sponsorship
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B. Image advertising
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An American Airlines ad shows a golf ball laying at a green. The copy reads, "It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground. We, however, understand completely." This ad shows American Airlines creating an image of safety for itself. It is an example of which type of image advertising? A. Direct response ads B. Sponsorships C. Cause related ads D. General positioning ads E. Financial support ads
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D. General positioning ads
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In an ad, Toyota explained its Global Earth Charter, which has led to the recycling of 376 million pounds of steel annually and an aggressive recycling program keeps 18 million pounds of other scrap metals from landfill. It is an example of which type of image advertising? A. Recruitment ads B. Sponsorships C. Paid positive publicity D. General positioning ads E. Financial support ads
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D. General positioning ads
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When Allstate refers to itself as "The good hands people," this is an example of: A. positioning advertising. B. recruitment advertising. C. advocacy advertising. D. public relations. E. publicity
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A. positioning advertising.
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If you follow college football you may have noticed over the years that bowl games are using large corporation names such as the Nokia Sugar Bowl. What type of advertising is being used when a large corporation like Nokia sponsors a college bowl game? A. Advocacy advertising B. Image advertising C. Issue advertising D. Cause-related advertising E. Advertorial marketing
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B. Image advertising
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Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? A. To build equity and gain affinity with its target market B. To show its position on sports marketing C. To create a generic positioning strategy D. To further segment its target market E. To reduce its overall promotional expenses
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A. To build equity and gain affinity with its target market
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Many companies are attracted to event sponsorships because: A. they help build equity and gain affinity with target audiences. B. they are unidimensional. C. they are less expensive forms of advertising. D. they help in propagating ideas and elucidating controversial social issues of public importance. E. they explain management's position on a particular environmental or social issue.
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A. they help build equity and gain affinity with target audiences
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_____ is a major form of corporate advertising that addresses social, business, or environmental issues. A. Image advertising B. Aerial advertising C. Advocacy advertising D. Event sponsorship E. Trade promotion
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C. Advocacy advertising
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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. publicity C. a sponsorship D. public relations advertising E. image advertising
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A. advocacy advertising
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_____ advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor. A. Advocacy B. Image C. Aerial D. Event E. Interactive
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A. Advocacy
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An oil company in United States developed an advertisement promoting off shore oil drilling in the United States. Such ads might tout the availability of oil resources, the reduction of dependence on foreign oil, and other benefits, with the goal of getting members of the public to support offshore drilling. This is an example of: A. image advertising. B. trade promotion. C. direct-response advertising. D. event sponsorship. E. advocacy advertising.
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E. advocacy advertising
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Budweiser's effort to promote "responsible drinking and driving" is an example of: A. advocacy advertising. B. image advertising. C. direct-response advertising. D. event marketing. E. aerial advertising
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A. advocacy advertising
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When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund, this is an example of: A. advocacy advertising. B. publicity. C. specialty advertising. D. a paid public relations activity. E. event sponsorship.
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A. advocacy advertising
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Mobil Oil ran an ad in which it 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. publicity. C. a sponsorship. D. public relations advertising. E. image advertising.
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A. advocacy advertising.
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Which of the following statements is true about advocacy advertising? A. Only small firms employ this form of advertising. B. Advocacy ads may be sponsored by a firm or by a trade association. C. Advocacy ads are always used in conjunction with cause-related marketing. D. Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling. E. Advocacy ads are not a controversial form of advertising.
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B. Advocacy ads may be sponsored by a firm or by a trade association.
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While considered a form of advocacy advertising, _____ ads may have no affiliation with a corporate or trade sponsor but may be sponsored by an organization to bring attention to what they consider to be an important issue. A. direct-response ads B. image C. general positioning D. issue E. transit
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D. issue
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A departmental store ad about a consumer tax issue would constitute _____ advertising. A. image B. event C. direct-response D. trade E. issue
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E. issue
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An increasingly popular method of image building is _____ marketing, in which companies link with charities or nonprofit organizations as contributing sponsors. A. cause-related B. event C. image D. transit E. cooperative
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A. cause-related
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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. E. advertising developed in response to any negative publicity faced by the firm
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C. the linking of companies with charities with the former being a contributing sponsor to the latter.
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Making outright donations to a nonprofit cause, having companies volunteer for the cause, donating materials or supplies, running public service announcements, or even providing event refreshments are some of the ways of _____ marketing. A. cause-related B. event C. image D. transit E. cooperative
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A. cause-related
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McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of: A. advocacy advertising. B. cause-related marketing. C. publicity. D. advertorial marketing. E. transactional marketing
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B. cause-related marketing.
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Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against Drunk Driving (SADD) and safe teen driving. This ad was an example of: A. advocacy advertising. B. cause-related marketing. C. publicity. D. advertorial marketing. E. transactional marketing
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B. cause-related marketing.
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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 E. Lack of control over public opinion
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D. Questionable effectiveness
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The attempt to measure the effectiveness of PR activities is often difficult to achieve. Which of the following measures would be most useful in this effort? A. Tying PR activities directly to sales B. Timing the amount of time a sponsored logo appears on television C. Conducting studies to determine the relationship between corporate advertising and stock prices D. Computer simulations E. Measuring effectiveness of the sales promotional tools instead
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C. Conducting studies to determine the relationship between corporate advertising and stock prices
