Deck 9: Public Relations

Question 1

Product placement is one way to get a product noticed by television viewers who utilize a personal video recorder in order to watch their shows commercial free.

Answer 1

True

Question 2

CAA issues a magazine to its members every season to share stories, travel opportunities, and tips on car maintenance. The magazine is an example of a special interest report.

Answer 2

False

Question 3

Public relations is a subset of publicity.

Answer 3

False

Question 4

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

Question 5

Public relations will play a more strategic role in marketing communications in the future.

Question 6

The Canadian Cancer Society can use public relations as a key role in both fundraising and educating the public about how funds are used.

Question 7

A corporate blog can be an effective way for a company to deliver its message utilizing even video content.

Question 8

One of the advantages of public relations done properly is that it can be a credible source of information.

Question 9

Product seeding is an activity that involves giving a product free to a group of trendsetters.

Question 10

The primary purpose of an annual report is to provide current and prospective investors with financial data and a description of a company's operations.

Question 11

If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy.

Question 12

A borrowed-interest strategy is a plan to promote a marketing activity that is related to a product.

Question 13

When a company wants to measure the amount of exposure a recent story about a new product received in the media, it is measuring the outcome.

Question 14

One of the key advantages of public relations is that there is no cost involved.

Question 15

When Ford was launching its Ford Focus, it let a group of trendsetters, who would promote the product by word-of-mouth, drive them for free. This is an example of product placement.

Question 16

When facing a crisis situation, acting quickly and decisively is the approach recommended by experts in reputation management.

Question 17

A corporate blog is a means for an organization to regain some message control in the social media arena.

Question 18

The best way to evaluate the success of a public relations plan is to measure sales and market share.

Question 19

Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool.

Question 20

The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public.

Question 21

What is a borrowed-interest strategy? What is the focus of the marketing communications?

Question 22

What are some of the advantages and disadvantages of using public relations as a marketing communications medium? What is your opinion on where the balance between advantages and disadvantages sits today?

Question 23

The textbook states that "public relations have long been associated with the word 'spin'." Explain this statement and how it impacts PR today.

Question 24

Why is community relations becoming increasingly important? Give an example of a company engaged in community relations.

Question 25

List the six categories that the role of public relations falls into, citing an example of each.

Question 26

Media, governments, prospective shareholders, and community organizations are all members of a firm's

A) marketing team.
B) external publics.
C) internal publics.
D) internal stakeholder.
E) customers.

Question 27

A company has both internal and external publics. What is the difference?

Question 28

What is a press release and how is it distributed?

Question 29

Given the squeeze on marketing budgets, how can public relations be utilized to help marketing executives?

Question 30

The goal of ________________ is to conduct communications in such a way that an organization builds an open, honest, and constructive relationship with its various publics.

A) lobbying
B) public relations
C) corporate advertising
D) sales promotion
E) advertising

Question 31

How is publicity different than public relations?

Question 32

__________ is a form of communications primarily directed toward gaining public understanding and acceptance.

A) Sales
B) Publicity
C) Public Relations
D) Direct Marketing
E) Advertising

Question 33

What must a company think about prior to investing in social media?

Question 34

Suppliers, distributors, and customers are all members of a firm's

A) marketing team.
B) external stakeholder.
C) payroll.
D) external publics.
E) internal publics.

Question 35

Explain the difference between product seeding and product placement, citing an example of each to support your explanation.

Question 36

Discuss Walter K. Lindenmann's approach for measuring public relations effectiveness.

Question 37

What role does public relations play in the not-for-profit sector?

Question 38

While advertising is primarily concerned with product image, public relations concerns itself with

A) delivering services.
B) customer needs.
C) public understanding and acceptance.
D) brand equity.
E) features and attributes.

Question 39

Social media has had a significant impact on public relations practice. Please explain and use an example in your answer.

Question 40

Explain the steps in the public relations planning process.

Question 41

BMW experimented with ____________ when it partnered with Fairmont Hotels & Resorts, allowing members of the Fairmont's loyalty program access to a BWM X5 during their stay.

A) product seeding
B) sponsorship
C) experiential marketing
D) branded content
E) product placement

Question 42

News about an organization, product, service, or person that appears in the media is called

A) publicity.
B) public relations.
C) reputation management.
D) public affairs.
E) product placement.

Question 43

Fashion designers often give their fashions to celebrities for free, hoping that the celebrities will talk about the product to others. This is an example of

A) advertising.
B) publicity.
C) product placement.
D) sponsorship.
E) word-of-mouth marketing.

Question 44

When Microsoft develops advertising designed to convey a favourable image of its company among its various publics it is developing

A) public advertising.
B) image advertising.
C) corporate advertising.
D) advocacy advertising.
E) mass advertising.

Question 45

Toyota in 2010 had to recall 4 million vehicles in North America because of sticky gas pedals. Their handling of this issue was an example of

A) corporate advertising.
B) publicity.
C) advocacy advertising.
D) public affairs.
E) reputation management.

Question 46

Domtar recently ran an ad to show its proactive stance on protecting the environment. This is an example of

A) image advertising.
B) advocacy advertising.
C) public advertising.
D) environmental advertising.
E) corporate advertising.

Question 47

TD Canada Trust was written in the script of the CBC show Little Mosque on the Prairie. This is an example of

A) public affairs.
B) publicity.
C) product seeding.
D) product placement.
E) branded content.

Question 48

Giving a product free to a group of trendsetters who in turn promote the product to others by word-of-mouth is called

A) product placement.
B) publicity.
C) sponsorship.
D) advertising.
E) product seeding.

Question 49

When Kraft wanted to celebrate the hundredth anniversary of the Oreo cookie it engaged social media, held events, such as flash mobs and concerts, so the press took notice on a global scale. The result is an example of the good use of

A) public affairs.
B) mass media.
C) publicity.
D) advertising.
E) corporate advertising.

Question 50

As a management function, public relations will help an organization ______________________ public opinion that will have an impact on its actions.

A) filter
B) ignore
C) minimize
D) anticipate and interpret
E) cover-up

Question 51

If a company were to create a separate Public Relations department, which of the following would NOT usually fall under the department's area of responsibility?

A) community relations
B) event management
C) corporate communications
D) product placement
E) fundraising

Question 52

Companies must be prepared for crisis situations. Part of this preparation involves

A) not taking action until there is government intervention.
B) avoiding customer questions and requests.
C) training senior executives on how to act instantly and demonstrate control.
D) withholding information from the media.
E) a contingency advertising budget.

Question 53

An organization's external publics are

A) made up of only employees.
B) communicated with less frequently than internal publics.
C) not communicated with by an organization.
D) close to the organization.
E) communicated with regularly.

Question 54

When a company finds itself in a crisis situation, __________ play(s) a vital role in reputation management.

A) strategic planning
B) public relations
C) sales promotion
D) marketing departments
E) marketing communications

Question 55

One of the major opportunities for a company to generate positive publicity is

A) a new advertising campaign.
B) a price change for a product.
C) the firing of an employee.
D) securing a contract that will create jobs.
E) the hiring of a new employee.

Question 56

The insertion of branded product into a show, movie, video game, or other programming is called

A) product seeding.
B) product placement.
C) advertising.
D) sponsorship.
E) buzz marketing.

Question 57

The Good Purpose survey conducted by global PR firm Edelman shows that some ______ of Canadians are more likely to recommend a brand that supports a good cause than one that doesn't.

A) 60%
B) 80%
C) 50%
D) 90%
E) 70%

Question 58

Publicity is something that a company and the media deem to be

A) unimportant.
B) interesting.
C) trivial.
D) fleeting.
E) newsworthy.

Question 59

The fact that the film Mission Impossible arranged to have Apple in all of their films from 1990 to the present is an example of

A) product placement.
B) buzz marketing.
C) sponsorship.
D) advertising.
E) product seeding.

Question 60

As there is an implied endorsement by the media, publicity can be

A) paid for by the sponsor.
B) more expensive.
C) less credible.
D) paid for.
E) more legitimate.

Question 61

If an organization does not have anything newsworthy to say directly about a product, they may try to generate publicity by promoting a marketing activity that is related to the product. This is known as

A) public affairs.
B) poor strategy.
C) promotional strategy.
D) borrowed-interest strategy.
E) low-interest strategy.

Question 62

The primary purpose of this document is to provide current and prospective investors and stakeholders with financial data and a description of an organization's operations.

A) annual report
B) public relations plan
C) company newsletter
D) brochure
E) leaflet

Question 63

In the __________________ sector, public relations helps educate the public, secure funding support, and source volunteers. This is key since money can be better spent supporting the public.

A) corporate
B) hospital
C) not-for-profit
D) entertainment
E) business sector

Question 64

If Procter & Gamble were putting together a typical media kit, which component would be left out?

A) a press release.
B) historical fact sheets.
C) product samples.
D) a public relations plan.
E) a schedule of conference events.

Question 65

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

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

Question 66

Mazda publishes a magazine called Zoom Zoom semi-annually to all its database customers. This is an example of a(n)

A) booklet.
B) brochure.
C) media kit.
D) annual report.
E) Both A and B are correct.

Question 67

The ______________ news release can include a variety of elements such as photos and video, links to blogs, digital tags, and RSS feeds.

A) social media
B) hard copy
C) traditional
D) public
E) televised

Question 68

When Maple Leaf Foods gathered news reporters to witness the release of important information about its listeriosis outbreak in 2008, it was

A) holding a press conference.
B) hoping to create a press kit.
C) wanting a video news release.
D) developing a feature story.
E) generating a press release.

Question 69

When a company sponsors community events, local groups, and/or sporting teams, they are engaging in

A) community relations.
B) public affairs.
C) product seeding.
D) publicity.
E) buzz marketing.

Question 70

According to Steve Rubel, vice-president of client services at PR firm CooperKatz, "Consumers are in control, and consumers are the media." Organizations who disregard this principle

A) face the wrath of the public.
B) see the benefit of social media.
C) are not on the Internet.
D) prefer sales promotions.
E) will be sued.

Question 71

The final step of a public relations plan is usually

A) measurement and evaluation.
B) situation analysis.
C) devising a strategy.
D) executing the plan.
E) setting objectives.

Question 72

In order for your local fitness centre to issue an effective newsletter as a public relations tool, it must have a

A) public relations strategy.
B) press release.
C) database of names and addresses.
D) media kit.
E) talented writer.

Question 73

The goal of public relations is media exposure. Media exposure can be measured in terms of __________, or the number of times an item was potentially seen.

A) gross rating points
B) gross impressions
C) ad clicks
D) sales volume
E) ad views

Question 74

On top of an annual report, RBC Financial Group issues a Corporate Responsibility Report each year. This is a type of

A) press release.
B) special interest report.
C) semi-annual report
D) product brochure.
E) newsletter.

Question 75

The planning of public relations communications is best left to

A) brand managers.
B) reporters.
C) specialists.
D) CEOs.
E) customers.

Question 76

A frequent, chronological publication of personal thoughts at a website is called a(n)

A) blog.
B) online brochure.
C) website.
D) webcast.
E) web-journal.

Question 77

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

A) implementation.
B) establishing objectives.
C) devising a strategy.
D) a situation analysis.
E) evaluation.

Question 78

Microsoft Xbox engaged bloggers and fans ten months prior to the advertising campaign. This is an example showing how ___________ and advertising should work together.

A) consumers
B) free advertising
C) product seeding
D) the Internet
E) public relations

Question 79

Which of the following would NOT be considered one of the strategic roles of public relations?

A) reaching opinion leaders
B) maximize news value of new product introductions
C) generating sales leads
D) reaching markets that may not be targeted by advertising
E) timing public relations events to reinforce advertising campaigns

Question 80

A document containing all the essential elements of the story (who, what, when, where, and why) is called a

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