Deck 14: Public Relations and Experiential Marketing

Question 1

This type of marketing focuses on giving target market customers a brand-relevant experience that adds value to their lives:

A) buzz marketing
B) public relations
C) event marketing
D) experiential marketing
E) word-of-mouth

Answer 1

D

Question 2

Public relations is defined as "the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve _______________."

A) businesses
B) the public interest
C) non-profit organizations
D) sponsors
E) the corporation

Answer 2

B

Question 3

Opportunities to communicate newsworthy information about a product or service include

A) a minor price reduction
B) a new advertising campaign
C) a new spin on an old benefit
D) a desire to sell more products
E) the launch of a new product

Answer 3

E

Question 4

Companies that use this strategy believe that products that are featured in shows have more credibility with viewers. What is the strategy?

A) reputation management
B) product placement
C) press release
D) corporate advertising
E) advocacy advertising

Question 5

To build better relations with customers and to achieve business objectives, an organization must embrace all communications channels and devise a(n)

A) external marketing plan
B) integrated communications strategy
C) media plan
D) business-to-business plan
E) event campaign

Question 6

Unlike advertising, public relations is a form of communications

A) designed and created by agencies
B) free of any costs and controlled by no one
C) controlled and paid for by government
D) determined by the media
E) controlled and paid for by a sponsor

Question 7

Newsworthy information is usually communicated by a press release or

A) product placement
B) lobbying
C) press conference
D) corporate advertising
E) email

Question 8

Community relations are an important tool for communicating

A) corporate social responsibility
B) new product launches
C) discoveries
D) policy decisions of government
E) profit results

Question 9

Weaving a brand into the storyline of a show, movie, or video game is known as

A) branded content
B) buzz marketing
C) sponsorship
D) endorsement
E) social media

Question 10

When an organization faces a delicate situation, the most critical element is

A) a visible, strong leader
B) government intervention
C) a contingency advertising budget
D) withholding information from the media
E) avoiding consumer questions and requests

Question 11

In terms of public relations, internal publics include

A) customers
B) prospective shareholders
C) the financial community
D) community organizations
E) the media

Question 12

A good public relations plan involves open honest communications with

A) only the media
B) current customers only
C) shareholders and employees only
D) both external and internal publics
E) customers, shareholders and employees only

Question 13

A form of paid communication that undertakes the task of enhancing a company's image and creating goodwill toward a company is

A) advocacy advertising
B) publicity
C) seeding
D) corporate advertising
E) reputation management

Question 14

Hyundai faced this type of situation when it had to correct misleading fuel economy figures:

A) publicity
B) product placement
C) reputation management
D) advocacy advertising
E) public affairs

Question 15

When a product is given free to trendsetters in the hope that they will create buzz about the product, ?_______ is being used.

A) community relations
B) branded content
C) product seeding
D) fundraising
E) product placement

Question 16

How much did sales increase for Canadian Club rye when Don Draper was seen drinking it on the television show Mad Men?

A) 39%
B) 8%
C) 50%
D) 3%
E) 25%

Question 17

Messages in corporate advertising differ from messages in corporate public relations because in corporate advertising

A) media exposure is paid for
B) messages are always concerned with specific products
C) media exposure is free
D) publicity firms develop the message
E) media exposure relies on media relations

Question 18

How a company manages its public relations during a crisis is called

A) public affairs
B) lobbying
C) fundraising
D) reputation management
E) publicity

Question 19

The role of public relations falls into six key areas, one of which is

A) communicating product features
B) facilitating direct response
C) motivating purchase
D) increasing sales
E) community relations building

Question 20

Employees, distributors, shareholders and regular customers are all part of an organization's

A) target audience
B) influence group
C) opinion leaders
D) internal public
E) external public

Question 21

As a means of personalizing a corporation, corporate blogs are written by

A) journalists
B) industry associations
C) celebrities
D) lobbyists
E) CEOs of large corporations

Question 22

One of the goals of fundraising campaigns for organizations like the United Way or Salvation Army is

A) lobbying
B) to foster community relations
C) issue management
D) to change government policy
E) to communicate what the organization is all about

Question 23

When a company sponsors an event in order to promote a newsworthy activity related to a product, they are using

A) branded content
B) product placement
C) product seeding
D) buzz marketing
E) a borrowed-interest strategy

Question 24

A press release is the term used for a

A) document containing the essential elements of a news story
B) package that includes press releases and photographs
C) document that outlines news and events for employees
D) gathering of news reporters
E) blog

Question 25

When developing a public relations strategy, the timetable should be designed so that the message

A) reaches the general public before trade audiences
B) is only released once opinion leaders have endorsed it
C) is spread after an advertising campaign has been launched
D) does not precede the product's availability
E) reaches opinion leaders in advance of the public

Question 26

A public relations plan usually involves five steps, the first of which is

A) establish objectives
B) just do it
C) evaluation
D) situation analysis
E) devise a strategy

Question 27

Regardless of the situation or desired outcome, public relations objectives tend to be similar to

A) marketing objectives
B) government policies
C) sales promotion objectives
D) marketing objectives
E) corporate mission statements

Question 28

Aside from press releases and press conferences, the PR arsenal for plan execution includes

A) a situation analysis
B) aligning with advertising objectives
C) reputation management
D) content analysis
E) annual reports

Question 29

When a company uses a tactic that creates an emotional connection with a consumer, the company is using

A) experiential marketing
B) publicity
C) corporate advertising
D) sales promotion
E) event sponsorship

Question 30

Event marketing is big business. The sponsorship market in Canada is estimated to be worth

A) $3.6 billion
B) $2.85 billion
C) $7.8 billion
D) $2.2 billion
E) More than $10 billion

Question 31

Nike's coordination of various marketing communications activities for road races in large urban markets is an example of

A) institutional advertising
B) public relations
C) event marketing
D) sales promotion
E) corporate citizenship

Question 32

The gathering of news reporters to witness the release of important information about a company or product is a

A) feature story
B) press release
C) press kit
D) video news release
E) press conference

Question 33

Public relations can play a key role in

A) the mature stage of the life cycle
B) advertising campaigns
C) launching new products
D) the growth stage of the product life cycle
E) the decline stage of the product life cycle

Question 34

One way companies are generating product publicity is

A) buying advertising space
B) paying a journalist to write an article on their behalf
C) posting their own messages on their own website
D) community relations
E) product seeding

Question 35

In order to predispose people to donate, public relations is used to

A) expose a particular brand
B) educate the public about how funds will be used
C) handle a crisis
D) communicate a company's stand on an issue
E) change government policy

Question 36

Public relations is often perceived negatively by the consumer-it is associated with terms such as "propaganda" and

A) spin
B) spam
C) buzz
D) false advertising
E) untrustworthy

Question 37

Publicity objectives should take into account the media through which the message will be transmitted and the target audience reached by the media. Audience objectives are expressed in terms of

A) CPM
B) voice share
C) gross impressions
D) GRPs
E) market share

Question 38

One of the biggest disadvantages of public relations is

A) lack of control of the message
B) credibility
C) persuasiveness
D) doesn't sell products
E) doesn't build relationships

Question 39

In order to find out how much exposure was actually received as a result of their public relations activities, a company performs

A) lobbying
B) market research
C) concept testing
D) product publicity
E) content analysis

Question 40

Realistic expectations of public relations should be stated in terms of what it can

A) expect in terms of profit
B) achieve in terms of market share
C) influence
D) achieve in specific sales
E) achieve in quantitative terms

Question 41

The Toronto International Film Festival approaches sponsorships as

A) silencing third parties
B) a necessary evil
C) borrowed interest
D) capitalistic
E) true partnerships

Question 42

Before committing financial resources to an event, a company should establish firm objectives in terms of

A) corporate advertising
B) product demonstration
C) awareness and association scores
D) reach
E) geographic selectivity

Question 43

The Air Canada Centre, Rogers Arena, Bell Centre and Rexall Place are examples of

A) ambush marketing
B) festival sponsorship
C) experiential marketing
D) venue sponsorship
E) advertising

Question 44

Festivals are a worthwhile sponsorship investment because they

A) are usually televised
B) receive a higher level of media coverage
C) have a lower CPM
D) reach a youth audience
E) reach a cross-section of adult target audiences

Question 45

The primary benefit that companies such as BMW and BMO Financial Group gain by sponsoring the arts is

A) goodwill from the public
B) brand insistence
C) an increase in corporate fleet sales
D) an increase in repeat sales
E) an increase in consumer sales

Question 46

In addition to the benefits of awareness and increased sales, event sponsorships can help companies generate

A) lower marketing costs
B) goodwill
C) new clients
D) company pride
E) lower media costs

Question 47

The need for companies to be differentiated within events they sponsor calls for

A) less advertising
B) more lower level competitor sponsors
C) a wider target audience
D) exclusivity
E) more companies to share the cost

Question 48

Canadian Tire's "we all play together" campaign is an example of

A) cross pollination
B) sponsorship agreement
C) borrowed-interest strategy
D) experiential marketing
E) venue marketing

Question 49

The partnership between a company like CIBC and a non-profit entity such as the Canadian Breast Cancer Foundation is referred to as

A) cause marketing
B) public relations
C) venue marketing
D) product placement
E) sponsorship

Question 50

The primary advantage of event marketing is

A) image
B) increased sales
C) media coverage
D) new clients
E) target marketing

Question 51

In the United States, Levi Strauss & Company recently signed a 20-year naming-rights deal for the San Francisco 49ers' brand-new stadium. The cost of the deal was

A) $100 million
B) $5 million
C) $300 million
D) $220 million
E) $15 million

Question 52

In the area of sports sponsorship, the brands that sponsor the Olympics and FIFA World Cup are

A) rural
B) global
C) provincial
D) regional
E) local

Question 53

The crucial consideration when sponsoring events is

A) exclusivity
B) role of the advertising and promotion
C) image of the event
D) choice of target
E) the long-term benefit

Question 54

A major challenge of event marketing and sponsorship is

A) targeting
B) public image
C) association scores
D) media coverage
E) measuring effectiveness

Question 55

The industry benchmark for publicity generated for every dollar spent on sponsorship is currently

A) 6:1
B) 2:1
C) 5:1
D) 3:1
E) 4:1

Question 56

What separates cultural events from sports and entertainment events is

A) the number of sponsors
B) audience size
C) the location
D) publicity
E) goodwill

Question 57

The International Olympic Committee ambush marketing rules

A) protect sponsors
B) encourage non-sponsors to place products at the Olympics
C) protect athletes from marketers
D) advertise sponsors
E) link sponsors to venues of the Olympics

Question 58

Companies financially support events in return for

A) names of attendees
B) products/services associated with the event
C) advertising privileges associated with the event
D) VIP privileges associated with the event
E) future rental of the event venue

Question 59

One reason many companies are reluctant to enter into sponsorship programs is because they are

A) difficult to implement
B) difficult to measure
C) prohibitively expensive
D) risky to undertake
E) a drain on resources

Question 60

The most prominent disadvantage to events and sponsorships is

A) the ambush marketing tactics
B) the high cost
C) the intrusive media coverage
D) overcrowding
E) the clutter of signage

Question 61

The primary audience of an annual report consists of current and prospective investors and stakeholders.

Question 62

A smart company today takes a proactive stance and communicates the good things it is doing loudly and clearly.

Question 63

A borrowed-interest strategy promotes a newsworthy activity that is related to the product in order to spark interest among editors.

Question 64

Venue sponsorship is another form of event sponsorship.

Question 65

Advertising is controlled by the media, whereas public relations is controlled and paid for by a sponsor.

Question 66

One of the biggest advantages of public relations is the control of the message by the company.

Question 67

External publics are usually communicated with regularity.

Question 68

Content analysis refers to knowing how much exposure was actually received as a result of public relations activities.

Question 69

Distributors and suppliers are part of an organization's internal publics.

Question 70

Publicity consists of public interest programs that deal with governments.

Question 71

The PR arsenal includes web sites, infomercials and rich media.

Question 72

Essentially, publicity must be newsworthy; what may seem like news to a company may not be news to the media.

Question 73

At the product level, publicity is used to launch goods.

Question 74

Sixty-four percent of respondents to a survey recalled the Coca-Cola brand versus 39% who recalled the Ford brand after viewing American Idol.

Question 75

Social media has transferred control of the message from the organization to the consumer.

Question 76

Branded content is when a brand is mentioned on a social media site or within a video game.

Question 77

Giving a product free to trendsetters who, in turn, influence others to hopefully purchase it is called product seeding.

Question 78

How well an organization manages a crisis situation has a direct impact on how the public perceives the outcome.

Question 79

A company delivering messages about its stance on protecting the environment is an example of reputation management.

Question 80

Corporate public relations delivers a message that shows the good things a company is doing.