Question 1

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

Accepted Answer

The function described in the question is "development," which involves building relationships with donors and seeking financial or volunteer support for a nonprofit organization. Direct marketing, press relations management, investor relations management, and lobbying are all separate functions within PR.

Question 2

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

Accepted Answer

Press relations involves creating and maintaining relationships with members of the media to promote an organization's activities and events. This involves regularly contacting journalists and media outlets with information that they may find newsworthy, such as community events and fundraisers.

Question 3

Which of the following characterizes standardized global advertising?

Accepted Answer

Standardized global advertising aims to create a consistent worldwide image for a brand. This means that the advertising content, messaging, and creative elements remain the same across different markets. This consistency helps to reinforce the brand's identity and increase global recognition.

Question 4

Refer to the scenario below to answer the following questions.
Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60 percent discount."
-The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter. The owner is planning to set up collection barrels outside Second Avenue. In this case, which of the following public relations tools is being used by the owner?

Accepted Answer

The owner is using a public affairs tool by organizing a community clothing drive to collect clothes for a local children's shelter, which helps promote goodwill and community involvement.

Question 5

One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Accepted Answer

Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation, which is a key function of a PR department. Direct marketing, press relations management, investor relations management, and public affairs management are not directly related to this function.

Question 6

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Accepted Answer

Advertising is actually one of the most widely used promotion tools, along with personal selling, sales promotion, and public relations.

Question 7

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Accepted Answer

CPS is utilizing corporate identity materials by having their employees wear brown uniforms and drive brown trucks to set themselves apart from their competitors. This helps to establish a consistent and recognizable brand image.

Question 8

Refer to the scenario below to answer the following questions.
Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60 percent discount."
-Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts?

Accepted Answer

Periodic advertising in a local newspaper which follows a pulsing schedule would be the least costly option for Second Avenue's promotional efforts. This method allows them to target their local audience, but only advertise during specific times of the year or during certain events, which can save money on advertising costs. The other options, such as daily advertisements on cable television or commercials during the local evening news, are likely to be more expensive. Placing a billboard on the nearest interstate highway or in a supercenter would also be more costly than periodic advertising in a local newspaper.

Question 9

Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?

Accepted Answer

Public relations involves building up a positive corporate image and handling unfavorable stories and events through means such as press releases, media relations, and crisis management. Sales promotion involves short-term incentives to encourage immediate purchase, personal selling involves direct communication with potential customers, direct marketing involves sending promotional messages directly to individual consumers, and advertising involves paid media placements to promote a product or service.

Question 10

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

Accepted Answer

The given examples such as logos, uniforms, brochures, and company trucks are all part of a company's corporate identity, which helps in creating a recognizable visual image among the public. Direct marketing refers to the use of direct communication channels to reach out to potential customers. Social marketing refers to the use of marketing strategies to promote social causes. Public service refers to services provided by the government to the public. Buzz marketing is a marketing strategy that focuses on word-of-mouth communication to create buzz around a product or service. Hence, the best choice is D - corporate identity.

Question 11

Which of the following is an example of an audiovisual material used by PR professionals?

Accepted Answer

Online videos are an example of audiovisual material used by PR professionals. Online videos allow for the creation of engaging and informative content that can be easily shared and reach a wide audience. Videos can showcase a company's products, services, or values in a dynamic and memorable way.

Question 12

Refer to the scenario below to answer the following questions.
Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60 percent discount."
-Second Avenue has just developed a 30-second television ad that features three different shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the ________ execution style.

Accepted Answer

The scenario describes the 30-second television ad featuring three different shoppers enthusiastically shopping in the store and appreciating its products. This fits the slice-of-life execution style, which depicts typical people using a product or service in a normal setting.

Question 13

Which of the following is a major tool used by PR professionals?

Accepted Answer

News is a major tool used by PR professionals to communicate with the public and stakeholders. PR professionals use news releases, press conferences, and media interviews to share information and shape public perception of their organizations or clients.

Question 14

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Accepted Answer

The answer of Which of the following would most likely...

Question 15

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference.

Accepted Answer

The communication effects of an ad refer to its ability to effectively communicate a message to its target audience. This can be measured through consumer recall, product awareness, and preference. Sales and profit are not reliable measures of communication effectiveness, as they can be influenced by factors other than the ad itself. Continuity and associativity are not relevant to measuring the effects of an ad.

Question 16

The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?

Accepted Answer

The goal was to rebuild consumer interest in pork by promoting it as a tasty and healthy alternative to other meats.

Question 17

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Accepted Answer

This statement is accurate. An advertising objective is a specific goal that an advertising campaign sets out to achieve with a particular target audience within a certain timeframe.

Question 18

Which of the following statements is most likely true of public relations?

Accepted Answer

Public relations can have a significant impact on public awareness at lower costs compared to advertising. Public relations involves communicating with the public through various channels to build and maintain a positive image of the company, its products, and its services. This can include media relations, community events, social media, and other forms of communication that can reach a large audience without the need for paid media space or time. While public relations is an essential part of marketing for many companies, it may not always be the largest portion of the marketing budget as there are other marketing functions such as advertising and promotions that may require more significant investments.

Question 19

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Accepted Answer

Many public relations professionals focus on communication and messaging rather than branding and marketing, leading to PR being overlooked as a tool for supporting product marketing objectives.

Question 20

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

Accepted Answer

Special events, such as news conferences, press tours, and grand openings, are commonly used tools for public relations professionals to generate media coverage and public awareness for their clients or organizations.

Quiz 15: Advertising and Public Relations