Deck 18: Public Relations, Influencer Marketing, and Corporate Advertising

Question 1

Negative publicity stems from external forces outside a firm's control, not from a company's internal activities or decisions.

Answer 1

False

Question 2

When adversity strikes, public relations personnel step out of the picture so that company executives can control and monitor communications.

Answer 2

False

Question 3

The section of the public relations plan that specifies precisely what means will be used to implement the plan is the program rationale.

Answer 3

False

Question 4

A petroleum company undertakes an extensive research effort designed to analyze its internal workings and identify opportunities to present itself in a positive light.This research is referred to as message content.

Question 5

Promoting a product or service through press releases or events is a public relations tactic to increase public awareness of a brand.

Question 6

Today's politicians essentially cannot benefit from public relations in any way, because the tone of publicity in political life is very difficult to manage.

Question 7

The classic view of public relations involves a company's efforts to foster goodwill between itself and its many constituent groups.

Question 8

In general, press releases are preferred over other forms of public relations because it is an unwritten rule, widely accepted throughout the industry, that the news media will not edit them.

Question 9

A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity.

Question 10

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 reactive public relations strategy, similar to event sponsorship.

Question 11

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 proactive public relations strategy.

Question 12

Publicity, unlike other forms of public relations, can quite easily be strategically controlled.

Question 13

The marketers for the hugely successful Charmin Restrooms IBP effort in Times Square had as its slogan, "Enjoy the Go!"

Question 14

The big difference between public relations and advertising is that public relations is never used to promote specific products or services.

Question 15

A company that specializes in community recycling opens a recycling center in a town that has never had access to a such a program before.The company invites a reporter from the local newspaper to do an exclusive story on the center.The disadvantage to this approach is that the company has less control over the story than if it were to issue a press release.

Question 16

A public relations plan is a common technique employed by organizations to search their departments, activities, and staff in order to identify the characteristics or elements that will be positive and newsworthy.

Question 17

A company prepares a well-crafted, informative press release.However, two major drawbacks associated with press releases are that the news media decides if or when the item will run, and the news media might alter the meaning of the release.

Question 18

Public relations is the one and only tool that can provide damage control after bad publicity hits.

Question 19

Press conferences can be strong public relations tools, because in using a news format to present information, they lend an air of credibility.

Question 20

Today, the field of public relations has moved beyond its traditional role of managing "relations" with a company's many "publics."

Question 21

Objectives of corporate advertising can include boosting employee morale and attracting new employees.

Question 22

The intent of corporate advertising is to establish a favorable attitude toward a company as a whole rather than to focus on product features.

Question 23

A well-known gun manufacturer runs an advertisement in a hunting magazine asking readers to contact their elected officials and urge them to vote against all gun control legislation.This is an example of advocacy advertising.

Question 24

When pet food manufacturers provide product samples and informational brochures to veterinarians, who then recommend them to visiting pet owners, they are conducting influencer marketing.

Question 25

A marketing survey conducted by a Boston-based brand strategy firm found that almost 50 percent of consumers have a more favorable impression of companies that support good causes.

Question 26

Advocacy advertising occurs when a company promotes a discussion or dialogue about selected social, political, or environmental issues, but does not take a stand or give an opinion on these issues.

Question 27

Corporate advertising is gaining favor worldwide as well-known firms and established companies invest in this form of promotion.

Question 28

A credit card company sponsors a campaign to restore the Statue of Liberty, and features the initial concept as well as the progress being made in its television commercials.The company is running cause-related advertising.

Question 29

Corporate advertising is not always targeted at the consumer.

Question 30

Stockholders, suppliers, employees, government entities, citizen action groups, and the general public can all be considered ____ in the world of public relations.

A)obstacles
B)tools
C)constituent groups
D)publicity seekers

Question 31

We can think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand.

Question 32

The wildly successful Charmin IBP effort began in 2000 as a campaign to

A)create plush public restrooms on Broadway.
B)provide clean restrooms at state fairs.
C)find a new slogan for the product.
D)donate bathroom tissue to homeless shelters.

Question 33

Buzz marketing involves creating an event or experience that leads to conversations about the brand.

Question 34

Viral marketing involves promoting a brand by stimulating professionals or "experts" to discuss it with consumers online or in person.

Question 35

Beyond its more positive aspects, public relations is strategically used for ____ when adversity strikes-and all organizations will have to face adversity at some point.

A)preparing internal communications
B)conducting damage control
C)enacting community service programs
D)launching proactive efforts

Question 36

The people enrolled by manufacturers to bring their brands into their conversations and share interesting or exciting information about them with their social networks are called controllers.

Question 37

Corporate giant P&G has hired some 600,000 outgoing and talkative people to share news and information about its brands with their peers.

Question 38

The classic role of public relations is to

A)foster goodwill between a firm and its constituent groups.
B)minimize any negative messages about a company.
C)use unpaid media to convey a message traditionally carried by paid media.
D)employ personal contact with media figures to present a business in the best possible light.

Question 39

There are three broad types of corporate advertising-professional, peer-to-peer, and word-of-mouth.

Question 40

Influencer programs directed at professionals virtually run themselves, because these individuals are accustomed to freely dispensing bits of information and giving their opinions without a thought.

Question 41

Rumors are running rampant through a company that a competitor is going to buy out the firm and fire half of its workers.To reduce the anxiety of its workforce, the company could embark on a PR effort that involves which of the main objectives of public relations?

A)spreading goodwill and positive feelings
B)giving advice and counsel
C)promoting a product or service
D)preparing internal communications

Question 42

A regional 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 has received.
B)compare the cost of public relations efforts with commensurate advertising efforts of the Red Cross.
C)tell the Red Cross whether or not it needs to hire an outside public relations firm.
D)prepare the Red Cross for both proactive and reactive strategies.

Question 43

An electronics company is about to launch a major technological advancement.Its public relations team focuses on a feature story rather than a press release.This is because a feature story

A)is created internally.
B)offers more control.
C)is brief and to the point.
D)can be distributed to multiple media outlets.

Question 44

What element of public relations includes analyses, objectives, and rationales regarding a company's programs, as well as the message content and vehicles that will assist in its communications?

A)a public relations plan
B)a public relations audit
C)a publicity tool
D)a publicity message

Question 45

For the most part, it is very difficult to strategically control the exposure a firm receives through publicity efforts.In this respect, such endeavors are similar to

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

Question 46

A regional dairy products manufacturer wants to review its strengths and weaknesses to be better prepared for the future.Which public relations initiative will not only give the firm positive themes to project, but will also provide the current and accurate data that it will need to communicate in the event of an unforeseen problem or negative incident?

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

Question 47

What term refers to the free media exposure that a firm receives about its activities or brands?

A)publicity
B)advocacy
C)product launch
D)corporate image

Question 48

As opposed to a news release, a feature story

A)gives exclusive rights to the author of the information.
B)is essentially an informal type of paid media exposure.
C)allows the company no control over content.
D)is written by an employee of the firm.

Question 49

A canned soup manufacturer is identifying its own unique characteristics, activities, and programs that are positive and newsworthy.It is in the process of

A)doing a public relations audit.
B)creating a marketing plan.
C)designing a public relations plan.
D)researching an influencer program.

Question 50

A large metropolitan newspaper comes out with an investigative piece on unsafe baby cribs, and overnight, the manufacturer highlighted in the article finds itself in a crisis management situation.Which of the major tools of public relations is most likely to be immediately employed in a case like this?

A)lobbying elected officials
B)calling a press conference
C)issuing a company newsletter
D)setting up a feature story

Question 51

Among all the tools of public relations that a company might use, which one focuses specifically on employees?

A)a press release
B)a feature story
C)a company newsletter
D)a sponsored event

Question 52

A proactive public relations strategy is ultimately guided by

A)government regulation.
B)public opinion.
C)unforeseen events.
D)marketing objectives.

Question 53

A clothing company that targets preteens and young teens has to respond quickly when its celebrity spokesperson, a 19-year-old pop singer, is arrested for drunk driving and cocaine possession.Some time later, its new public relations specialist reviews this situation and how it was handled.She can understand the need for the company's ____ approach at the time, but now she suggests shifting to a ____ strategy by launching a more positive initiative.

A)aggressive; low-key
B)reactive; proactive
C)formal; informal
D)consumer-based; market-based

Question 54

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

A)giving advice and counsel
B)lobbying
C)counteracting negative publicity
D)preparing internal communications

Question 55

Author Steven Brown talks about the factors that are ushering in a "new era" for public relations by pointing out that we

A)are currently experiencing the heyday of mass marketing.
B)now expect to have a trustworthy relationship with companies.
C)live in an intensely commercial and brand-obsessed world.
D)are becoming more accustomed to negative and aggressive promotional tactics.

Question 56

Of the six main objectives of public relations, which one almost exclusively involves damage control?

A)lobbying
B)giving advice and counsel
C)counteracting negative publicity
D)preparing internal communications

Question 57

A more narrow or traditional view of public relations involves

A)producing videos.
B)petitioning the government.
C)leading social movements.
D)writing press releases.

Question 58

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 rather than other tools is that it

A)virtually forces the national media to cover the story.
B)adds credibility and lends an air of importance.
C)is perceived as a proactive tool.
D)is easier to integrate into a IBP program.

Question 59

Compared to a proactive strategy, a reactive strategy is more difficult for public relations staff to organize and prepare.Why is this?

A)because it cannot use input supplied by the audit
B)because it is triggered by events that are unpredictable
C)because it must identify the content, rationale, and vehicles related to the overall message
D)because it does not originate inside the organization

Question 60

Public relations strategies can be broadly categorized as either ____ or ____.

A)public; private
B)product-oriented; customer-oriented
C)proactive; reactive
D)internal; external

Question 61

In essence, the goal of corporate advertising is to

A)see the company become a global brand.
B)create a favorable overall image for a company.
C)promote a company's full range of products.
D)counteract claims of a company's competitors.

Question 62

All of these women live and work in the same big city.But who would probably make the best connector?

A)one who works as a computer programmer, is meticulous, and likes to cook
B)one who works in a call center, is outgoing, and likes to shop
C)one who works as a preschool teacher, is imaginative, and likes to do crafts
D)one who works in a library, is intelligent, and likes to read

Question 63

Which of the following companies would most likely focus on corporate advertising?

A)a kitchen appliance manufacturer
B)a designer shoe producer
C)a small electronics parts manufacturer
D)a family-owned ice cream producer

Question 64

In the summer of 2010, oil giant BP runs TV commercials showing its employees talking about their part in cleaning up the Gulf oil spill and getting coastal towns back on their feet.This is an example of

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

Question 65

Cause-related marketing is becoming increasingly common, largely because research shows that

A)consumers are influenced by it and like companies that take part in it.
B)it is the most cost-effective of all public relations techniques.
C)most global companies are looking for ways to spread goodwill worldwide.
D)firms can best demonstrate that they are environmentally friendly in this way.

Question 66

A pharmaceutical company manufactures several antidepressant and anti-anxiety medications widely prescribed by physicians.Its executives know that among the millions of consumers taking their products, one or two adverse reactions reported by the media can have a very damaging effect on its reputation.In public relations terms, this is called a(n)

A)proactive situation.
B)vulnerability.
C)synergistic opportunity.
D)influencer.

Question 67

Corporate advertising that is designed to influence public opinion on issues of concern to the sponsor is known as

A)cause-related advertising.
B)advocacy advertising.
C)word-of-mouth marketing.
D)image marketing.

Question 68

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

A)creation of situation analysis
B)identification of vulnerabilities
C)clarification of program rationale
D)development of marketing objectives

Question 69

Which person in your community is most likely to be a professional influencer?

A)your doctor who prescribes an antibiotic for your strep throat
B)your neighbor who likes to shop, talk about new products, and share recipes
C)your hairdresser who talks about a cool new conditioning system and gives you a sample
D)your dentist whose office gives away a toothbrush after each cleaning

Question 70

Buzz marketing and viral marketing have many similarities and overlaps.One way to distinguish them is that, in general, buzz marketing involves ____ and viral marketing involves ____.

A)participation in events or experiences; online or face-to-face talk about the events or experiences
B)Internet marketing; mobile marketing
C)professionals providing advice and recommendations; ordinary people providing advice and recommendations
D)promotions on corporate websites; discussions on social network websites

Question 71

Peer-to-peer influencer programs have a different tone than those involving professionals in that they focus more on

A)superior product benefits and features.
B)sharing advice or expertise with another consumer.
C)evidence or data to back up product claims.
D)something fun or provocative involving a brand.

Question 72

A nationwide coffee retailer runs ads and posts signs in its coffee shops noting that cups are made from recyclable materials and coffees are organically grown by free-market producers.What kind of marketing element does this involve?

A)green
B)reactive
C)viral
D)advocacy

Question 73

Public relations has been around for a long time.An early version of influencer marketing involved a technique still used today.It was very big in the 1800s, when P.T.Barnum got people talking by

A)funding events for charity organizations.
B)setting up publicity stunts.
C)holding the first press conferences.
D)hiring people to talk about his business.

Question 74

An automaker runs a commercial talking about the clean energy of its new hybrid, showing it zooming past pristine sandy beaches and next to sparkling mountain springs.What is the automaker using?

A)cause-related advertising
B)buzz marketing
C)advocacy advertising
D)green marketing

Question 75

When marketers are considering cause-related advertising, it should be stressed that this type of advertising works best when the company involved

A)needs to do damage control.
B)is motivated to create close relationships with consumers.
C)chooses an issue that connects with its business.
D)wants to create a buzz about an exciting product.

Question 76

Influencer marketing involves individuals or groups who

A)represent the larger public in their opinions on products or brands.
B)support social causes or issues promoted by an organization.
C)spread positive word-of-mouth to a broad population.
D)are unusually impacted by branded marketing programs.

Question 77

Compared to other influencers, professional influencers are usually

A)paid more by companies to push their products.
B)in need of hard data or clinical study results before supporting a brand.
C)dependent upon their social groups for their marketing success.
D)easier to recruit for marketing efforts.

Question 78

Not all media are created equal when it comes to corporate advertising.Compared to others, which two forms of media are particularly well suited to corporate advertising efforts?

A)radio and television
B)newspapers and magazines
C)Internet and mobile devices
D)television and magazines

Question 79

Many contemporary companies now seek out "connectors" to assist with their public relations efforts.Connectors can be described as people who

A)enjoy social networking and staying connected through various websites.
B)are paid to go door-to-door to dispense samples and product information.
C)like to share new information or novel ideas with their large social networks.
D)memorize scripted pitches and answers to questions so they can engage consumers in dialogues.

Question 80

A publisher of children's books located in New York City launches a campaign to promote literacy by donating multiple books to 25 public libraries and 50 public schools located in low-income areas across the country.This publisher is conducting

A)corporate image marketing.
B)advocacy advertising.
C)green marketing.
D)cause-related advertising.