question

___ is the promotional function that focuses on the relationships and communications those individuals and organizatonis have with other groups

answer

public relations

question

Call in Europe, a new international phone company, threw a party at a NY night club. it drew 70 reporters form outlets like Financial Times, NY Times, ABC and PC magazine. the telecom hoped to garner press for its 39 cent per minute rate for calls from France to the US so it plied its guests with drinks and snacks. each reporter was handed a motorola motofone and SIM card. what did it get for the $50,000 it pad for this shindig? Not a single column inch of copy. and fewer than 10 % of the reporters activated the free cell phone service by Jan 31 deadline. In this case the ____ activity did not product the desired results

answer

public relations

question

Call in Europe... NY nightclub party. The reporters even though did not respond as hoped are sill one of the phone company's:

answer

publics

question

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

answer

goodwill with most, if not all, of its publics

question

One of the main advantages of public relations is that:

answer

it is highly credible

question

How does advertising differ from public relations

answer

Advertising reachers its audience through media the advertiser pays for and public relations does not

question

How do advertising practitioners view public relations

answer

As a tool of marketing to be used to promote sales of the company's products or services

question

When public relations activities are used for marketing purposes the process is called

answer

marketing public relations

question

Coco-Cola monitors any websites in which it is mentioned. Some of these websites do contain communications that is malicious and some of their info is wrong. when such as site is discovered, Coke has its ____ personnel respond to set the record straight without using legal jargon or highly technical communications

answer

public relations

question

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

answer

plan and execute the company's public relations program

question

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 dept. 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

answer

opinion sampling

question

WOTFS about publicity is true?

answer

unintentional publicity is an unplanned message

question

Reputation management

answer

includes publicity and press agentry

question

When a news item on cable TV misrepresented the FedEx's earning and suggested that FedEx was not meeting Wall Street's expectations, FedEx dropped by nearly $2. 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:

answer

reputation management

question

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 super starts enhancing their abilities with the illegal substance, necessitated MLB's need for ____ as a way to maintain its popularity with fans

answer

reputation management

question

When Ringling's start animal trainer, Gebel was accused by 2 animal rights activists of abusing an elephant in his care, the 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 goes know that their animals were well treated

answer

reputation management

question

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

answer

Publicity

question

Mashti Malone's Ice Cream Shop.... But when the Food Network got a whiff of its exotic delight and decided to run a piece on the ice cream shop, its sales quadrupled. The Food Network provided ___ for the ice cream shop

answer

publicity

question

Paparazzi may be the scourge of Hollywood stars but Fraser Ross appreciated the mob of photographers. He is the owner of celebrity friendly LA boutique Kitson, said paparazzi shots of stars like Halle Berry shopping at his store have helped to triple sales in the past year. Kitson is benefiting from:

answer

publicity

question

WOTF about publicity is true

answer

publicity is usually thought of as "free"

question

to be picked up by the media, publicity must be

answer

newsworthy

question

press agentry refers to the:

answer

planning of activities and the staging of events to attract attention and to generate publicity

question

In 2003 the Boston Catholic diocese reported an annual deficit of $10 million in the fun which covers administrative cost 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 of the urban parishes and overfilling some of the suburban parishes, required the Boston diocese to engage in

answer

crisis management

question

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 Woopi G. the then its spokeswoman made some very derogatory remarks about president Bush at a NYC democratic party fund raiser. This speech produced negative publicity for Whoopi and the company. The makers of Slim Fast found it necessary to use ___ to restore its tarnished image

answer

crisis management

question

According to Johnson & Johnson what is the best action to take in the event of a disaster like the Tylenol poisonings?

answer

Be open and candid

question

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

answer

actively cooperate with authorities in the investigation

question

The goal of ___ is to develop a dialog between the company and the community

answer

community involvement

question

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 4th graders. The classroom visits start with some basic info on geology, mining methods and the uses of minerals in everyday life. This is an EX of?

answer

community involvement

question

___ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client

answer

lobbying

question

In 2007 the RX industry paid $187 million to inform gov. 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 gov. officials?

answer

lobbying

question

The FL swimming pool ass. hired a full time gov. relations specialist whose job will be to support or thwart legislation that affected 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 gov. relations specialist will be engaged in:

answer

lobbying

question

What is the most widely used PR tool?

answer

a press release

question

A ____ is one or more typewritten sheets of info issued to generate publicity or shed light on a subject of interest

answer

news release

question

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

answer

media kit

question

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 though out the season and a story about how wrong the Radiers had been to move to LA

answer

press kit

question

A 4 page article in Pallet Enterprise, a trade journal for the pallet and container industry about the success of Jisco a Korean nail company would most likely be an EX of a

answer

feature article

question

A ___ is a company publication that can be used to promote goodwill, increase sales or mold public opinion

answer

house organ

question

A ____ is a publication about happenings and policies at the company that may take the form of a newsletter, tabloid size newspaper, magazine, or even a periodic e-zine

answer

house organ

question

An EX of a ____ is the Avalon Hill General which has no outside ads. it features news, strategy articles, variants and essays on game design - all about Avalon Hill games

answer

house organ

question

When writing a news release, you should:

answer

write a headline that signals the key facts or issue of the story

question

WOTFS is true about video news releases (VNR)?

answer

VNRs are somewhat controversial

question

A ____ is a cash or in kind fee paid to a property in return for access to the exploitable commercial potential associated with the property

answer

sponsorship

question

In its 2008 Jiffy Lube began a marketing campaign which encouraged women to focus on their cardio health. Jiffy Lube's "maintenance partners for life" combines the concepts of maintaining hear and vehicle health, while seeking to raise $1 million in support for the American Heart Ass. current "go red with women" campaign

answer

cause marketing

question

_____ is a partnership between a for profit company and a non profit company which increases the company's sales while raising money and visibility of the org's cause

answer

cause marketing

question

___ is support of a cause without any commercial incentive

answer

philanthropy

question

WOTFS describes a benefit of sponsorship?

answer

sponsorships can rapidly convert fan loyalty into sales

question

Ansett Airline sued Qantas Airways, a rival Australina carrier, claiming that is engaged in ___ that was detrimental to Ansett's image as an official sponsor of the Olympic Games.....

answer

ambush marketing

question

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

answer

Ambush marketing

question

____ is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium or racetrack

answer

venue marketing

question

The Rome Braves, a minor league baseball team plays its home games in state mutual stadium, names for and sponsored by the insurance company. This is an EX of:

answer

venue marketing

question

WOTF describes one method that can be used to effectively measure the results from sponsoring a marathon?

answer

To measure spending equivalencies between free media exposure and comparable advertising space or time

question

In 2008 Airborne products, which have been marketed as a "cold buster" product designed to ward off colds if taken early enough, agreed to settle a class action lawsuit over false advertisng for $23 million. As part of the settlement Airborne took out ads in top publications explaining how people can obtain the refund. In addition the company has developed advertising campaigns based around its "thousands of satisfied customers" in order to improve its public image. Application a result of the lawsuit, Airborne will need to engage in:

answer

public relations advertising

question

When ExxonMobil a co. that has been accused of being insensitive to the environment, runs an ad that demonstrated its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund, it engaged in ____ advertising

answer

public relations

question

_____ advertising by corporations and industries in the US can be traced to 1908 the year ATT launched a newspaper ad campaign to educate the public on the virtues of a private monopoly

answer

advocacy

question

If you want to strike a chord with American young children, bring up the topic of college tuition cost. ExxonMobil is one marketer that has tapped this market by joining Upromise a co. that channels rebates into college savings accounts. In suport of its alliance with Upromise, Exxon sponsored an editorial about the importance of saving for college in both The Washington Post and The NY Times. These editorials are correctly called:

answer

advertorials

question

Carlson Hotels Worldwide is one of the world's leading hotel companies with 5 brands spanning luxury to economy, including Radisson hotel and Country Inn. In the first advertising campaign for Carlson Hotels, its commitment to service was extolled and loyalty program that allowed guests to ear redeemble points when they stayed at any Carlson Hotel was introduced. This is and EX of what type of corporate advertising?

answer

Umbrella advertising

question

Coloradans who used to shop at Eagle Hardware & Garden were remarkably loyal to that format in a stat where there are numerous home improvement options to choose from. and now that Eagle is operating under the name Lowe's Home Improvement keeping that loyalty alive has been Lowe's most pressing challenge, both in terms of introducting itself to customers who don't know its logo and in convincing Eagle loyalists that a new owner means better stores. Lowe's should use ____ advertising to deal with this situation

answer

corporate identity

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