Deck 13: Public Relations and Marketing

Question 1

Which of the following is not one of the four P's of marketing?

A)price
B)product
C)promotion
D)place
E)publicity

Answer 1

E

Question 2

Which of the following is not one of Robert Lauterborn's four C's of IMC?

A)consumer commitment
B)consumer wants and needs
C)consumer's cost
D)convenience to buy
E)communication

Answer 2

A

Question 3

Public relations is different from marketing because ________.

A)marketing focuses only on consumers
B)public relations focuses on more than one public
C)people know the difference between marketing and public relations messages
D)A and B
E)None of the above.

Answer 3

D

Question 4

The process of seeing if an organization is ready for an IMC campaign is called ________.

A)a communications audit
B)quantitative research
C)an IMC audit
D)focus group research
E)a reality check

Question 5

The process of researching,creating,refining,and promoting a product or service and distributing it to targeted consumers is ________.

A)marketing
B)public relations
C)advertising
D)promotion
E)IMC

Question 6

An information-bearing experience that a customer or prospect has with a product,service,or the market that relates to that product or service is known as a ________.

A)pitch
B)message
C)sale
D)contact
E)double jeopardy

Question 7

A key to a successful IMC campaign is ________.

A)the use of advertising messages
B)the use of public relations techniques
C)direct mail
D)sending one clear message
E)free balloons for the kids

Question 8

An indication that consumer-focused marketing is influencing public relations is ________.

A)the growing number of mergers of advertising and public relations agencies
B)the decline in the growth of public relations
C)the increasing sophistication of marketing public relations
D)A and B
E)A and C

Question 9

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

A)the use of databases and issues management to understand stakeholders
B)creating business and communications plans for each local market
C)hiring only team players
D)All of the above.
E)None of the above.

Question 10

A panel of marketing and public relations experts concluded that ________.

A)public relations is part of marketing
B)marketing is part of public relations
C)marketing should receive a greater budget than public relations
D)marketing and public relations are separate and equal but related
E)it's impossible to define the differences between marketing and public relations

Question 11

An IMC audit ________.

A)analyzes the communications network used in marketing
B)evaluates an organization's customer databases
C)identifies and prioritizes key stakeholder groups
D)All of the above.
E)None of the above.

Question 12

In their controversial book The Fall of Advertising and the Rise of PR,Al and Laura Ries wrote that ________.

A)PR is more successful than advertising when launching brands.
B)the days of the advertising industry are numbered
C)PR has more credibility than advertising
D)A and B
E)B and C

Question 13

According to corporate executive Matthew Gonring,a successful strategy for developing a successful IMC campaign is ________.

A)the creation of shared performance measures
B)the use of mass marketing techniques
C)the development of a global communications strategy
D)the use of broad evaluative measures that cover all audiences
E)exercising regularly and drinking three glasses of milk daily

Question 14

Traditional tactics in marketing public relations include ________.

A)blogs and interactive websites
B)advertising
C)billboards
D)All of the above.
E)None of the above.

Question 15

An indication that public relations is influencing consumer-focused marketing is ________.

A)the emphasis on two-way communication
B)the decline in the use of IMC
C)the dividing of publics into smaller publics
D)A and B
E)A and C

Question 16

The use of controlled media to influence the actions of targeted publics is ________.

A)marketing
B)public relations
C)advertising
D)promotion
E)IMC

Question 17

IMC is different from mass marketing because ________.

A)IMC targets mass audiences using databases
B)mass marketing favors the use of new media
C)IMC practitioners emphasize customer-preferred media
D)A and B
E)A and C

Question 18

The values-driven management of relationships between an organization and the publics that can affect its success is ________.

A)marketing
B)public relations
C)advertising
D)promotion
E)IMC

Question 19

Consumer-focused marketing includes ________.

A)database marketing
B)relationship marketing
C)customer relationship management
D)integrated brand communication
E)All of the above.

Question 20

At the start of the 21st century,the use of mass marketing is ________.

A)increasing at a rapid pace
B)declining
C)holding steady
D)considered the new wave of the future
E)None of the above.

Question 21

The use of wireless media and an integrated content delivery and direct response vehicle is known as ________.

A)e-commerce
B)wireless public relations
C)mobile marketing
D)skyping
E)i-marketing

Question 22

What is marketing public relations?

Question 23

What role do computer databases play in consumer-focused marketing?

Question 24

Public relations is part of a broader discipline known as integrated marketing communications.

Question 25

At the heart of a successful IMC campaign is one clear message directed to individuals.

Question 26

The Journal of the American Medical Association reported that at least 11 percent of articles in top U.S.medical journals ________.

A)are ghostwritten
B)use improper grammar and English
C)are potentially biased by corporate interests
D)A and B
E)A and C

Question 27

The importance of mobile marketing in IMC is decreasing.

Question 28

Why are team players essential to a successful IMC campaign?

Question 29

Database marketing in the European Union ________.

A)has the same privacy standards as those in the United States
B)has different privacy standards from those in the United States
C)has no privacy standards
D)is illegal
E)is called "relationship marketing"

Question 30

Unlike public relations,marketing focuses upon relationships with all publics.

Question 31

Why and how are databases essential to consumer-focused marketing?

Question 32

What do marketers mean when they speak of a contact point?

Question 33

Ford Motor Company's "Fiesta Movement" has been honored as an excellent use of ________.

A)targeted advertising
B)database marketing
C)direct mail
D)social media
E)special events

Question 34

What is integrated marketing communications?

Question 35

In an effort to curb ghostwriting,medical journals ________.

A)restricted distribution of the journals to licensed doctors
B)have asked contributors to follow a code of ethics
C)banned researchers from submitting articles
D)All of the above.
E)None of the above..

Question 36

How does IMC differ from mass marketing?

Question 37

What is an IMC audit? How is one administered?

Question 38

Are consumer concerns about privacy affecting consumer-focused marketing?

Question 39

Marketing is the use of controlled media in an attempt to influence the actions of targeted publics.