Question 1

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

Accepted Answer

Public relations is most closely associated with building a positive corporate image and handling unfavorable stories and events. Public relations involves managing relationships with the public, media, and other stakeholders to promote a positive image of the organization and respond to any negative events or stories. Sales promotion, personal selling, direct marketing, and advertising are more focused on promoting products or services and generating sales.

Question 2

Annual and quarterly financial reports are both examples of ________ activities.

Accepted Answer

Annual and quarterly financial reports are both examples of investor relations activities, as they are meant to communicate financial performance and other important information to current and potential investors in the company.

Question 3

Which of the following is a relatively inexpensive objective measurement that public relations (PR) specialists can use to gauge the effectiveness of their efforts?

Accepted Answer

Coverage in print and broadcast media is a relatively inexpensive way for PR specialists to measure the effectiveness of their efforts, as it involves monitoring the amount and type of media attention their activities receive.

Question 4

Which of the following is NOT a public relations activity?

Accepted Answer

Creative strategy is mostly a part of advertising, while the other activities listed are all common public relations activities such as speech writing, advice and counsel to management, sponsorships, and investor relations.

Question 5

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using?

Accepted Answer

UPS is using corporate identity materials as a public relations tool by using their distinctive brown color scheme for uniforms and trucks to reinforce their brand and set themselves apart from competitors.

Question 6

When a company provides financial support for an event such as a concert or tournament in return for publicized recognition it is using the public relations activity of ________.

Accepted Answer

Sponsorship involves providing financial support for an event in return for publicized recognition. This is a common public relations activity used by companies to improve their brand image and gain exposure.

Question 7

Advertising by sampling that is designed to create buzz is called ________.

Accepted Answer

Tryvertising is a type of advertising that involves distributing free samples of a product to potential customers in order to generate buzz and create positive word-of-mouth marketing. This can help increase brand awareness and drive sales.

Question 8

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

Accepted Answer

Lobbying is a key aspect of public relations, as it involves establishing and maintaining relationships with government officials in order to influence policy and regulation. Public relations is focused on creating and maintaining a positive image and reputation for an organization, which can include managing relationships with government stakeholders.

Question 9

Which of the following is the placement of messages in nontraditional media, such as signs on elevator doors, in a restaurant's restrooms, or on the backs of supermarket carts?

Accepted Answer

Ambient advertising, also known as out-of-home advertising or place-based advertising, is the placement of messages in nontraditional media in order to reach consumers in unexpected or unconventional places. Examples include signs on elevator doors, in restrooms, or on the backs of supermarket carts.

Question 10

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

Accepted Answer

Guerrilla marketing involves unconventional and unexpected approaches to promoting a product or service, often in places or ways that consumers would not typically expect to encounter such information. This can include things like flash mobs, surprise installations, or other attention-grabbing tactics. Sock puppeting involves using fake online identities to promote a product or service, direct selling involves direct interaction with potential customers to promote a product or service, brand polarizing involves intentionally taking controversial positions to draw attention to a brand, and crowdsourcing involves enlisting the help of a large group of people to generate ideas or content for a marketing campaign.

Question 11

Internal PR activities target a company's ________.

Accepted Answer

Internal PR activities are targeted towards employees of a company, to ensure smooth communication and maintain a positive corporate culture within the organization.

Question 12

A company newsletter is an example of ________.

Accepted Answer

A company newsletter is an example of internal PR, as it is a communication tool used to inform and engage employees within the organization.

Question 13

There are three steps involved in creating a public relations campaign. The first step is to ________.

Accepted Answer

The first step in creating a public relations campaign is to develop objectives. This involves identifying specific goals and outcomes that the campaign aims to achieve. Without clear objectives, it is difficult to measure the success of a campaign and ensure that it is effectively reaching its target audience. Conducting a SWOT analysis, formulating a mission statement, recruiting and training PR specialists, and pretesting components of the proposed campaign can all come later in the planning process, after the objectives have been established.

Question 14

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.

Accepted Answer

The newspaper articles are an example of publicity, which is unpaid communication about the company or its products through the media.

Question 15

Viral marketing is most closely related to which of the following?

Accepted Answer

Viral marketing is a type of marketing technique that relies on using social media and other online platforms to spread awareness or interest in a product, service, or idea through word-of-mouth or sharing. Buzz marketing refers to creating a buzz around a product or service through promotional tactics that generate excitement and interest. Therefore, viral marketing is most closely related to buzz marketing.

Question 16

________ in the form of logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks can be used to help a company create an identity that the public immediately recognizes.

Accepted Answer

The answer of ________ in the form of logos, stationery,...

Question 17

The Red Baron Gallery has provided funding to Georgia Public Television to help pay for the rights to broadcast the Antiques Roadshow and is credited at the beginning of the show for its financial support. This is an example of ________.

Accepted Answer

This is a classic example of sponsorship, where a corporation provides financial support to an event or program in exchange for recognition or exposure.

Question 18

The gap between good buzz and bad buzz is referred to as ________.

Accepted Answer

Brand polarization refers to the gap between good buzz and bad buzz. It is the phenomenon where a brand's reputation and perception is divided between positive and negative experiences, reviews or opinions.

Question 19

The most common way for public relations specialists to communicate is through the use of ________.

Accepted Answer

Press releases are the most common way for public relations specialists to communicate. Press releases are used to share information with the media and the public, and are often distributed through various channels such as email, online news wires, and social media. They serve as a way to generate media coverage and public attention for a company or organization. While sponsorship, lobbying, special events, and speech writing may also be used in public relations, they are not as commonly used as press releases.

Question 20

A flash mob is a type of ________.

Accepted Answer

A flash mob is a type of guerilla marketing, where a large group of people who seem unrelated gather together in a public place to perform a brief, seemingly random act or performance to attract attention and go viral on social media.

Quiz 14: Promotion II: Social Media Marketing and Other Communication Tools