Question 1

A crisis management plan should include which public relations component?&#10;A) Media releases&#10;B) Operations team meeting&#10;C) Confidentiality clauses&#10;D) A protocol plan

Accepted Answer

Media releases are a crucial public relations component in a crisis management plan as they help communicate the organization's response and updates to the public and media.

Question 2

Which of the following is NOT a promotional activity?&#10;A) Ticketing&#10;B) Direct mail&#10;C) Social media campaign&#10;D) Press release

Accepted Answer

Ticketing is not typically considered a promotional activity. Promotional activities are designed to advertise or market a product, service, or event, such as through direct mail, social media campaigns, and press releases. Ticketing, on the other hand, is a process related to selling or distributing tickets for events and does not inherently promote or advertise the event.

Question 3

The event product does NOT include:&#10;A) Public transport&#10;B) The quality of the venue&#10;C) The quality of the food&#10;D) Ushering

Accepted Answer

Public transport is not considered part of the event product itself. It is more related to the accessibility of the event rather than the content or quality of the event experience. The quality of the venue, the food, and ushering are all direct components of the event experience and thus part of the event product.

Question 4

Which of the following statements is correct?&#10;A) Public relations is mainly about dealing with VIPs&#10;B) Public relations is never outsourced to a specialist agency&#10;C) Editorial exposure in the press costs the same as advertising&#10;D) Public relations people are pivotal to the communication process between an organisation/individual and their publics

Accepted Answer

Public relations (PR) focuses on managing and guiding the communication between an organization or individual and their publics (audiences, stakeholders, etc.). This includes media relations, crisis communication, community engagement, and more, making PR professionals crucial in shaping perception and facilitating open and effective communication channels. Choices A, B, and C are incorrect as they misrepresent the scope, practices, and financial aspects of public relations.

Question 5

Digital marketing includes which of the following channels?&#10;A) Radio&#10;B) Social media&#10;C) Television&#10;D) Newspapers

Accepted Answer

Digital marketing primarily involves online channels, and social media is a key component of digital marketing.

Question 6

If your event marketing budget was $4500 and you were spending 7% on promotion, you would be allocated:&#10;A) $450&#10;B) $315&#10;C) $3,500&#10;D) $350

Accepted Answer

To find the amount allocated for promotion, you multiply the total budget by the percentage allocated for promotion: $4500 * 7% = $4500 * 0.07 = $315.

Question 7

The term 'marketing' refers to:&#10;A) Product development, pricing, promotion and publicity&#10;B) Selling&#10;C) Promotion&#10;D) Public relations

Accepted Answer

Marketing encompasses a broad range of activities including product development, pricing, promotion, and publicity, aimed at identifying and satisfying customer needs.

Question 8

Which of the following is a SMART objective for pre-event marketing?&#10;A) Raise awareness of homelessness&#10;B) Attract 200 volunteers&#10;C) Involve a celebrity&#10;D) Achieve 300 likes on Facebook within the two-month promotional period

Accepted Answer

SMART objectives are Specific, Measurable, Achievable, Relevant, and Time-bound. Option D specifies a clear target (300 likes), a measurable outcome (likes on Facebook), achievability (within a promotional period), relevance (related to marketing), and a time frame (two months).

Question 9

Social media metrics measure:&#10;A) Hits&#10;B) Likes&#10;C) Shares&#10;D) Hits, likes, shares and conversions

Accepted Answer

Social media metrics encompass a wide range of data points, including hits (visits to a specific page), likes (indicating approval or support), shares (content being distributed by users to their own networks), and conversions (actions taken by users, such as making a purchase or signing up for a newsletter, as a result of engaging with social media content). These metrics collectively help in understanding the impact and effectiveness of social media activities.

Question 10

Which of the following organisations have a strong brand identity closely linked to their involvement in events?&#10;A) Westpac&#10;B) Red Bull&#10;C) Revlon&#10;D) Qantas

Accepted Answer

Red Bull has a strong brand identity that is closely linked to its involvement in various events, particularly in extreme sports and music festivals. This involvement has helped to position Red Bull not just as an energy drink company, but as a lifestyle brand associated with high-energy, adventurous activities.

Deck 19: Coordinate Marketing Activities