Deck 13: Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Question 1

Advocacy advertising is an attempt to establish an organizations position on important social, political or environmental issues.

Answer 1

True

Question 2

One possible target of a public relations effort is politicians.

Answer 2

True

Question 3

Promoting a product through press releases or events is a public relations tactic to increase sales.

Answer 3

False

Question 4

The major problem associated with the use of news conferences as a public relations tool is that they are no longer seen as credible.

Question 5

The British beef industry was rocked by reports of mad cow disease in its herds. To deal with the concerns raised, the industry had to adopt a reactive public relations strategy.

Question 6

A public relations plan identifies the objectives and activities related to the public relations communications issued by a firm.

Question 7

A company that specializes in community recycling opens a recycling center in a town that has never had access to a recycling center before. The company invites a reporter from the local newspaper to do an exclusive story on the center. The advantage of this tactic, as opposed to sending out a press release, is that the story is more controllable.

Question 8

Corporate advertising is designed to promote a specific brand.

Question 9

Think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand.

Question 10

If American Express sponsors a campaign to restore the Statue of Liberty, it is using advocacy advertising.

Question 11

The people enrolled by manufacturers such as P&G for an influencer program in which they are given brand news and expected to share it with their social network are called facilitators.

Question 12

The primary focus of public relations is to use unpaid media to create communications that will ultimately result in increased sales.

Question 13

A large oil company undertakes an extensive research effort designed to identify opportunities for the company to present itself in a positive light. This research effort is called a public relations audit.

Question 14

A proactive public relations strategy is a tool designed to take an aggressive stand at the first sign of negative publicity.

Question 15

Influencer programs directed at professionals must be handled with care as these individuals take their roles very seriously.

Question 16

Public relations is a marketing and management function focusing on communications that foster goodwill between a firm and its constituents.

Question 17

The intent of corporate advertising is to make sure that all of a company's products are seen in a common, positive manner.

Question 18

A company allows its workers to take one afternoon off each month to volunteer at the nonprofit organization of their choice. The company sends out a press release that explains this program to the media. This is considered a proactive public relations strategy.

Question 19

A benefit of press releases is that the news media cannot edit any part of the press release.

Question 20

When pet food brands provide product samples and informational brochures to veterinarians to give to pet owners who visit them they are doing corporate image marketing.

Question 21

The public relations activity that is dictated by influences outside the control of the company, focuses on problems to be solved, and requires a company to take defensive measures is a

A) proactive public relations strategy.
B) reactive public relations strategy.
C) public relations audit.
D) public relations plan.

Question 22

What are connectors?

A) Metaphors that link a brand with a subculture
B) Women who go door to door to identify a brand's constituents
C) Often but not necessarily women with large social networks enlisted to be part of an influencer program (like Vocalpoint)
D) Bloggers

Question 23

One of the factors ushering in a "new era" for public relations is

A) our world is intensely commercial today, stories about marketing and consumer psychology
B) the consumer is increasingly in control in a brand obsessed world
C) consumers are spreading the word about brands in ways never before available, like the Internet and Blogs
D) all of these are factors fostering a new era in public relations

Question 24

When pet owners receive product samples and informative brochures describing the nutritional benefits of particular brands of pet food this is primarily

A) a service of their veterinarian
B) coincidence
C) an effort of a brand marketer to use influencer marketing effectively
D) a effort of pet advocates

Question 25

For the most part, it's very difficult to strategically control publicity efforts. In this respect, such efforts are very similar to

A) press conferences.
B) company newsletters.
C) event sponsorship.
D) press releases.

Question 26

The classic role of public relations is

A) the use of unpaid media to convey a message that is traditionally carried by paid media.
B) to minimize any and all negative messages about a company.
C) to foster goodwill between a firm and its constituent groups.
D) the use of personal contact with media figures, with the goal of presenting products, services, or business organizations in the best possible light.

Question 27

Which of the following was the underlying consumer insight driving Crest Extreme's successful campaign to young women?

A) They feared tooth decay.
B) An occasional bad hair day is acceptable; an occasional bad breath day is totally unacceptable.
C) Social success with peers and members of the opposite sex depends on a cleaner, whiter smile.
D) Complexion quality is enhanced by smile quality

Question 28

Which of the statements is true of feature stories?

A) They offer a single journalist an opportunity to do a lengthy piece on some aspect of a company that it wants the public to know
B) The journalist who does a feature gets exclusive rights to the information
C) The feature story is more controllable by the company than is a press release
D) All of these statements are true of feature stories as PR tools

Question 29

Influencer marketing refers to

A) the impact of branded marketing programs on public opinion
B) how a firm or an individual can identify and then manage aspects of communication in an integrated and synergistic manner
C) "Let's give them something to talk about!"
D) personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth to the larger population

Question 30

Which of the following is an important element of a reactive public relations strategy?

A) a current situation analysis
B) development of program objectives
C) identification of program rationale
D) identification of vulnerabilities

Question 31

Which of the following primary objectives of public relations involves dealing with government officials and pending legislation?

A) promoting goodwill
B) preparing internal communications
C) counteracting negative publicity
D) lobbying

Question 32

A public relations plan should consider:

A) rationale for how public relations will play relative to other communication efforts
B) information summaries from a public relations audit
C) message content that has been carefully researched
D) all of the above elements

Question 33

Which of the following is commonly considered an objective of corporate advertising?

A) to build the image of the firm among customers and shareholders
B) to boost employee morale
C) to communicate an organization's views on social issues
D) all of these are objectives of corporate advertising

Question 34

Recognizing where a firm's weaknesses lie as part of its public relations audit is termed

A) identifying vulnerabilities
B) damage control
C) fault finding
D) blame setting

Question 35

Which of the following is not a tool of public relations?

A) Press release
B) Feature story
C) Company newsletter
D) Infomercial

Question 36

The goal of corporate advertising is to

A) establish a favorable image for a company as a whole.
B) create a positive profile for the people owning or managing a company.
C) to inform people of the full range of products that the company offers.
D) to inform people of the full range of products that the company offers, and to establish favorable attitudes toward these products.

Question 37

A local chapter of the Red Cross undergoes a public relations audit. The result of this audit should

A) assess the degree of positive and negative media coverage the Red Cross received over the past year.
B) prepare the Red Cross for both proactive and reactive strategies.
C) tell the Red Cross whether or not it needs to hire an outside public relations firm.
D) compare the cost of public relations efforts with commensurate advertising efforts.

Question 38

A ____ is guided by marketing objectives and takes an offensive rather than defensive posture in public relations process.

A) publicity campaign
B) reactive public relations strategy
C) corporate advertising strategy
D) proactive public relations strategy

Question 39

A leading sporting goods company calls a press conference to announce that the winner of the National Football League's Most Valuable Player Award has signed a contract to endorse the company's products. The advantage of using a press conference, as opposed to other public relations tools, is that a press conference

A) virtually forces the national media to cover the story.
B) is easier to integrate into an IMC program.
C) can be perceived only as a proactive tool.
D) has added credibility and an air of importance.

Question 40

An advertisement paid for by the Mississippi Department of Tourism is placed in Living Blues magazine. It invites blues aficionados to drive Highway 61 through the heart of the Mississippi Delta to discover the feeling of juke joints and cotton fields. This is an example of a public relations effort with the objective of

A) promoting goodwill.
B) promoting a brand or service.
C) lobbying.
D) none of these--it is not a public relations effort, it is advertising.

Question 41

Phillips Petroleum ran an advertisement with the headline "Every year, one of our investments has an average return of 15 million." The visual is a photograph of a duck landing on a lake. The copy explains that Phillips is helping to save endangered wetlands in several south-central and southwestern states. This is an example of

A) an advocacy ad.
B) a consumer goods ad.
C) a cause-related ad.
D) a public relations effort.

Question 42

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
(Scenario 13-2) A series of press releases about the positive projects that your company is currently involved in is considered. However, ultimately you decide against it because

A) press releases are better at combating negative information than conveying positive information.
B) press releases can't be integrated with other communication efforts.
C) press releases can be distributed to only a single, exclusive media outlet.
D) there's no control over how the media will interpret the press releases.

Question 43

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
(Scenario 13-3) Wisconsin Education Association Council sent the press an expensive, highly attractive eight page package that explained the organizations position on education issues. The disadvantage of this approach, as opposed to offering a media outlet an exclusive feature story, was that

A) the press could have charged advertising rates to run the press release.
B) the press release gave a low degree of control over the final story.
C) a press release is effective only when used as a proactive strategy.
D) a press release takes far more planning than an exclusive interview.

Question 44

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
(Scenario 13-2) You suggest that, to reinforce your company's image as a civic-minded corporate citizen, your company enlist the public support of the President of the local chapter of the Sierra Club, who knows how much you have done to avoid harming the environment in the past few years. You are now engaging in

A) co-optation
B) typically are against any cause that a big business is in favor of.
C) influencer marketing
D) legislative reform

Question 45

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
(Scenario 13-2) The situation is not as bad as it could be, because your public relations agency had already identified environmental issues as a weak area for your company. As a result, the agency had been in contact with important constituent groups before the furor erupted. A weak area is referred to as ____ by people in the public relations industry.

A) an Achilles' heel
B) a vulnerability
C) a red spot
D) a negative opportunity

Question 46

Waste Management ran an advertisement that told the story of how it managed some of the waste it collected. The headline was "We've been known to send some people's garbage right back to their house." The copy explained that Waste Management collects clean burning methane gas from one of its landfills. The gas is used to fuel the turbines that run power generators that provide electricity for homes. This is an example of

A) corporate image advertising.
B) product advertising.
C) public relations.
D) cause-related advertising.

Question 47

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
(Scenario 13-1) Formerly Miller viewed public relations in a more traditional way - using reactive strategies and tactics. This meant that they

A) Responded to influences outside the control of the company, requiring defensive measures.
B) Faced issues first with defensive measures, then switched to offensive measures.
C) Began each project driven by public relations objectives for strengthening the brand's image.
D) Rarely spend their entire annual public relations budget, shifting it to advertising instead

Question 48

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
(Scenario 13-1) If Miller's website was devoted primarily to enlisting brand loyalists' support for the Miller "Drink responsibly for your children" initiative to raise awareness of fetal alcohol syndrome then its purpose would be different from brand promotion. Its purpose would be to

A) counteract negative publicity for its brands
B) promote brand goodwill
C) lobby Congress against raising taxes on alcoholic beverages
D) disseminate such health information among Miller employees

Question 49

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
(Scenario 13-4) Over the years, Munters has learned that advertising of disaster services is not effective because most people will think they will never be affected by floods. As a result, Munters hopes to change the focus of communication to positive information about how the firm helped fix a terrible situation. Their new marketing graduate suggests that they enlist the testimony of the president of the bank who thought they were invaluable after the last flood. This executive will tout the benefits of what Munters does for the community during emergencies. Munters is doing what?

A) publicity marketing
B) influencer marketing
C) sponsorship marketing
D) internal marketing

Question 50

Not all media are created equal when it comes to corporate advertising. Two media particularly well suited to corporate advertising efforts are

A) television and the World Wide Web.
B) television and magazines.
C) television and radio.
D) radio and outdoor.

Question 51

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
(Scenario 13-3) Wisconsin Education Association Council was using public relations to achieve the primary objective of

A) lobbying.
B) promoting a product.
C) preparing internal communications.
D) counteracting negative publicity.

Question 52

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
(Scenario 13-2) Your public relations agency has been very helpful in the past. Through its efforts, your company is perceived by consumers as a good corporate citizen - at least up until this morning. This perception was most likely achieved through a series of efforts with ____ as the objective.

A) promoting products or services
B) correcting internal misinformation
C) promoting goodwill
D) counteracting negative publicity

Question 53

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
(Scenario 13-4) Munters now employs a recently graduated marketing major from the local business school. She studied the Munter's situation in a class on PR. Now she suggests that Munter's shift to a ____ strategy by launching a public relations initiative in advance of the next flood season.

A) aggressive
B) proactive
C) charitable
D) reactive

Question 54

Which of the following is an objective for corporate advertising?

A) Boost employee morale
B) Attract new employees
C) Communicate an organization's views on social, political, or environmental issues
D) All of these can be an objective for corporate advertising

Question 55

If the managers of a business decide to use cause-related marketing, they should keep in mind that a recent Roper Starch Worldwide study showed that 58 percent of consumers

A) cannot associate even one company with a cause it supports.
B) typically are against any cause that a big business is in favor of.
C) believe that the only reason a company supports a cause is to enhance the company's image.
D) say that they are not concerned with social causes.

Question 56

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
(Scenario 13-1) Miller has recently recruited two up and coming Southside Chicago groups who are trying to popularize what they call "Blues Rap" in the Wise Fools pub located in the heart of one of Chicago's young urban professional neighborhoods. These musicians are provided with coupons for free drinks of the new "Miller Lime" boutique beer and expected to talk about the "hipness" of lime beer and the Miller brand and hand the coupons out between sets. What is Miller doing?

A) sampling
B) influencer marketing
C) personal public relations
D) beer advocacy

Question 57

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
(Scenario 13-1) Ketchum Public Relations has designed a website, the MGD Tap Room, for Miller Genuine Draft beer. It provides general information on beer, on Miller brands and topics of interest to a demographic group of 20 to 30 year olds. This site seems to have set ____ as its primary objective.

A) promoting goodwill
B) promoting a brand or service
C) delivering an internal communication
D) counteracting negative publicity

Question 58

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
(Scenario 13-4) Because some people in the community describe the firm as "vultures" that prey on the misfortunes of others, the primary objective of Munters' public relations efforts is likely to be:

A) promoting services
B) preparing internal communications
C) counteracting negative publicity
D) lobbying

Question 59

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
(Scenario 13-3) Advertising by Wisconsin Education Association Council to establish the company's position on this political situation, stating the company's side of the story is considered:

A) corporate image advertising.
B) advocacy advertising.
C) cause-related advertising.
D) product advertisements.

Question 60

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
(Scenario 13-3) Reacting to negative news reports, Wisconsin Education Association Council used what type of public relations strategy?

A) image management
B) proactive
C) topspin
D) reactive

Question 61

Scenario 13-5
General Dynamics produces jet fighters, submarines, and other high tech defense equipment for the United States government, as well as for a handful of foreign governments that are approved to purchase such weapons. General Dynamics has several communications challenges. The firm must make its presence known to decision makers in the military and in government. It must also engender support from the public in a way that causes voters to contact their legislators to support funding for programs that require products manufactured by General Dynamics.
(Scenario 13-5) Most voters do not know what firms produce jet fighters for the U.S. Air Force and Navy. General Dynamic thinks that some level of awareness of this is important so that Congressional support for the firm's operations remains high. Which of the following objectives of public relations should General Dynamics be focusing on to achieve this communication objective?

A) promoting a product or service
B) preparing internal communications
C) counteracting negative publicity
D) lobbying

Question 62

Scenario 13-5
General Dynamics produces jet fighters, submarines, and other high tech defense equipment for the United States government, as well as for a handful of foreign governments that are approved to purchase such weapons. General Dynamics has several communications challenges. The firm must make its presence known to decision makers in the military and in government. It must also engender support from the public in a way that causes voters to contact their legislators to support funding for programs that require products manufactured by General Dynamics.
(Scenario 13-5) Since all of the revenue generated through the sale of submarines comes from Federal tax dollars, General Dynamics must actively communicate with government officials regarding pending legislation and budget allocations. If they employ a recently retired general to bear witness to the excellent equipment and service support of General Dynamics at consumer town meetings in congressional districts whose representatives can influence this legislation what are they doing?

A) promoting good will
B) influencer marketing
C) counteracting negative publicity
D) lobbying

Question 63

Describe the purpose of a public relations audit. What sources of information are used? What types of information are gathered?

Question 64

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
(Scenario 13-4) When Munters responds to news reports of their customer activities after a flood, any communication strategy they might use is dictated by influences outside of the control of the company. Fortunately they are somewhat prepared as they have already identified their vulnerability. Which of the following best describes the communications strategy they will execute?

A) publicity campaign
B) reactive public relations strategy
C) corporate advertising strategy
D) proactive public relations strategy

Question 65

You are the public relations manager for a manufacturing plant that has been the chief employer in a town of 100,000 people for the past 40 years. However, rumors are running rampant that the plant is considering moving to a state with more favorable labor and tax laws. Although the plant had investigated the possibilities of doing just that, it has decided against it.
Declare your overall strategy and then how and why you would use four of the following five tools in a public relations effort for the plant: press releases, feature stories, company newsletters, press conferences, and sponsored events. Also, identify any potential positives and negatives associated with each tool.

Question 66

The book lists six main objectives of public relations efforts. List four of these objectives. Then, give an example of how a company that sells a product you purchase or provides a service you use could try to achieve each of the four objectives.

Question 67

Describe the objectives and features of Influencer Marketing, including profiles of the several types in use today: Professional Influencers, the cultivation of Connectors, and Buzz and Viral marketing.

Question 68

What common goal do corporate image advertising, advocacy advertising, and cause-related advertising share? Outline the unique features of each of these types of corporate advertising.

Question 69

How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.

Question 70

Scenario 13-5
General Dynamics produces jet fighters, submarines, and other high tech defense equipment for the United States government, as well as for a handful of foreign governments that are approved to purchase such weapons. General Dynamics has several communications challenges. The firm must make its presence known to decision makers in the military and in government. It must also engender support from the public in a way that causes voters to contact their legislators to support funding for programs that require products manufactured by General Dynamics.
(Scenario 13-5) Much of the work that General Dynamics does on a day-to-day basis is highly classified. As a result, the firm must be very careful when it identifies characteristics of the firm or aspects of the firm's activities that are positive and newsworthy. Which of the following tools is best suited to help accomplish this task?

A) a public relations audit
B) a marketing plan
C) a public relations plan
D) a media plan

Question 71

Scenario 13-5
General Dynamics produces jet fighters, submarines, and other high tech defense equipment for the United States government, as well as for a handful of foreign governments that are approved to purchase such weapons. General Dynamics has several communications challenges. The firm must make its presence known to decision makers in the military and in government. It must also engender support from the public in a way that causes voters to contact their legislators to support funding for programs that require products manufactured by General Dynamics.
(Scenario 13-5) During national election seasons, General Dynamics will feature advertisements on television news programs such as Face the Nation and Meet the Press. The message from these ads is that America must be careful to maintain a strong defense in the face of changing world political scenarios. Which of the following best describes this type of communication?

A) public relations
B) publicity
C) cause-related advertising
D) advocacy advertising