Question 1

How many different publics are usually involved with IMC programs?&#10;A) Three&#10;B) Four&#10;C) Five&#10;D) Six&#10;E) Seven or more

Accepted Answer

IMC (Integrated Marketing Communications) programs typically involve multiple publics, including customers, employees, suppliers, investors, media, government agencies, and the general public, among others. This diversity in audiences means that the number of different publics involved can be seven or more, depending on the organization's size, industry, and market reach.

Question 2

The most beneficial aspect of good publicity for a brand involves:&#10;A) Low cost&#10;B) Content control&#10;C) Large coverage&#10;D) Favorable image&#10;E) Easy to obtain

Accepted Answer

A

Question 3

Which of the following are part of the functions of a public relations department?&#10;A) Media release&#10;B) Spokesperson&#10;C) Press conference&#10;D) Only a and c&#10;E) All are functions

Accepted Answer

All options (A, B, and C) are functions typically performed by a public relations department. These include writing and distributing media releases, acting as a spokesperson for the organization, and organizing press conferences to communicate with the media and public.

Question 4

Corporate advertising is different than brand advertising because it emphasizes:&#10;A) Company achievements&#10;B) Executive profiles&#10;C) New products&#10;D) Ecological position&#10;E) Any of the above

Accepted Answer

Corporate advertising focuses on the company's overall image, achievements, leadership, social responsibility, and other aspects that pertain to the company as a whole, rather than specific products or services. This can include company achievements, executive profiles, ecological positions, and more, making all the options correct in the context of what corporate advertising may emphasize.

Question 5

When the public relationship department is working with the advertising department, which one of the following is NOT handled by public relations.&#10;A) Product recall&#10;B) Government investigation&#10;C) Company blog&#10;D) Crisis management&#10;E) Creative development

Accepted Answer

Creative development is typically handled by the advertising department, not public relations. Public relations focuses on managing the company's image and communication with the public, including handling product recalls, government investigations, company blogs, and crisis management.

Question 6

Assuming that the value of public relations can be measured using an advertising model, which factor would be the most important?&#10;A) Price of ads and audience size&#10;B) Total number of impressions&#10;C) Reach and frequency calculations&#10;D) Only a and b&#10;E) None of the above

Accepted Answer

Reach and frequency calculations are the most important factors in measuring the value of public relations using an advertising model because they indicate how many people are being reached by the campaign and how often they are being reached.

Question 7

Which of the following is a priority for the cumulative influence of public relations?&#10;A) Brand image&#10;B) Product sales&#10;C) Stock prices&#10;D) Company reputation&#10;E) Market share

Accepted Answer

The answer of Which of the following is a priority...

Question 8

How many publics does a corporation encounter during the year? Select three and provide examples how a relationship could be improved using social media.

Accepted Answer

The answer of How many publics does a corporation encounter...

Question 9

What is the most difficult challenge for a public relations manager during a crisis? Support your response by involving a current situation in the news.

Accepted Answer

The answer of What is the most difficult challenge for...

Question 10

How does the public relations department help an advertising manager? Explain.

Accepted Answer

The answer of How does the public relations department help...

Deck 10: Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships