Question 1

PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.

Accepted Answer

PR firms can benefit from listening to the public on social media and other forums in order to better tailor their services to the needs and preferences of their target audience. By understanding the concerns, opinions, and feedback of consumers, PR firms can develop more effective communication strategies and reputation management campaigns.

Question 2

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Accepted Answer

Public relations aims to maintain and improve the image of a company or brand among the public by earning their understanding and acceptance.

Question 3

An effective public relations department regularly listens to and communicates with the public.

Accepted Answer

An effective public relations department understands the importance of two-way communication, which involves listening to the public's concerns, feedback, and ideas, as well as proactively communicating with them through various channels, such as social media, press releases, and events. By doing so, it helps build trust, credibility, and positive relationships with the public, which can lead to increased brand reputation, loyalty, and support.

Question 4

An effective public relations program informs the public that the firm is responsive to their needs.

Accepted Answer

An effective public relations program involves a two-way communication process between the firm and its various publics, which helps the public to understand that the firm is responsive to their needs.

Question 5

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

Publicity is not controlled by the firm, but by external sources such as media outlets who choose whether or not to cover the story and how it is presented. Therefore, advertising offers greater control over the message being communicated.

Question 6

Publicity is often referred to as the talking arm of public relations.

Accepted Answer

Publicity is a key aspect of public relations and is responsible for creating awareness about an organization or its products/services through media coverage, events, and other promotional activities. It is often referred to as the talking arm of public relations as it involves creating a conversation and engaging with the target audience to build a positive image and reputation of the organization.

Question 7

Compared to effective comparative advertising, publicity is generally considered less believable.

Accepted Answer

The answer of Compared to effective comparative advertising, publicity is...

Question 8

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

Accepted Answer

Building relationships with the media, community leaders, and other stakeholders is important for effective public relations. However, it is important to maintain a level of independence and objectivity in the communication process. Public relations should be transparent in their communications and avoid favoring any particular group or individual.

Question 9

After her sales presentation, Cheryl asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Cheryl is utilizing a trial close to help finalize the sale more quickly.

Accepted Answer

The statement accurately describes Cheryl's use of a trial close to help move the sales process along more quickly.

Question 10

Steve is a salesperson for a firm that markets products in a B2B market. His wife, Fran, is a salesperson for a retail store selling top-quality electronics goods. While Steve is likely to be successful using follow-up after the sale, Fran should avoid this approach.

Accepted Answer

The answer of Steve is a salesperson for a firm...

Question 11

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Accepted Answer

Effective public relations involves establishing a two-way communication with customers which allows for exchange of information and development of trust.

Question 12

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Accepted Answer

Publicity is a way of getting attention and promoting something, but it will only be effective if the media sees value in the information being shared. If the information is not seen as interesting or newsworthy, it is less likely to be covered or shared by the media, and the publicity efforts may not be successful.

Question 13

Arturo is a salesperson for a firm that sells and leases heavy construction equipment. This equipment is very expensive, and is highly specialized. Arturo spends a great deal of time learning about potential customers' needs, then locates exact specifications of equipment offered by all the major producers in the industry. Armed with this information, Arturo is able to identify the best equipment for each job. Arturo has completed the preapproach stage of the selling process.

Accepted Answer

The answer of Arturo is a salesperson for a firm...

Question 14

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

Accepted Answer

It is important for successful PR departments to not only listen to the public but also to communicate that they are being responsive to their concerns and needs. Simply listening without acknowledging and addressing the concerns can lead to a negative perception of the organization.

Question 15

Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

Accepted Answer

The answer of Public relations departments work closely with media,...

Question 16

As customers walk into Leopard Prints clothing store, they are approached by a salesperson who immediately greets and asks, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Accepted Answer

The answer of As customers walk into Leopard Prints clothing...

Question 17

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

Accepted Answer

Effective public relations involves not only communicating with the public but also understanding their needs, concerns, and interests. By listening to the public, organizations can develop policies and strategies that align with and reflect the public's interest, which ultimately helps to build trust and positive relationships with stakeholders.

Question 18

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Accepted Answer

Effective use of public relations involves assessing public attitudes towards an organization or issue and developing a plan to improve or maintain public acceptance. This may involve strategies such as media relations, community outreach, and crisis communication. Ultimately, the goal of public relations is to build a positive image and reputation for an organization, which requires a thorough understanding of public perceptions and opinions.

Question 19

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Accepted Answer

The answer of Unlike other promotional tools, such as advertising...

Question 20

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Accepted Answer

The answer of One fact that marketers must keep in...

Quiz 16: Using Effective Promotions