Question 1

It is more difficult to assess the bottom-line impact of public relations activities than the bottom-line impact of advertising.

Accepted Answer

Public relations activities often focus on building and maintaining relationships with stakeholders, which can indirectly lead to positive business outcomes. In contrast, the impact of advertising can be more directly measured through increases in sales revenue or brand awareness.

Question 2

Compare and contrast proactive public relations activities and crisis management.

Accepted Answer

The answer of Compare and contrast proactive public relations activities...

Question 3

Crisis management is typically a public relations function.

Accepted Answer

Crisis management involves managing the communication and reputation of an organization during a crisis situation. Public relations professionals are typically responsible for handling this aspect of crisis management.

Question 4

When the Pharmaceutical Manufacturers Association spent eight million dollars creating and placing a print campaign arguing that the most expensive drugs represent just five percent of national health care expenditures, the association was using public relations.

Accepted Answer

The creation and placement of a print campaign by the Pharmaceutical Manufacturers Association is an example of public relations.

Question 5

Explain the buzz building form of viral marketing. What are the aims of viral marketing, and how are they accomplished? Give an example of a successful viral marketing campaign.

Accepted Answer

The answer of Explain the buzz building form of viral...

Question 6

Introducing new products to consumers is not an objective that falls within the responsibilities of the PR department.

Accepted Answer

Introducing new products to consumers can be one of the responsibilities of the PR department, along with other communication and marketing activities.

Question 7

Planning a public relations campaign is a two-step process: develop objectives and then execute those objectives.

Accepted Answer

Planning a public relations campaign involves several steps beyond just developing and executing objectives, including research, identifying target audiences, strategy formulation, tactics planning, and evaluation.

Question 8

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities.

Accepted Answer

Public relations activities, such as media interviews, social media posts, and events, can be utilized to shape and manage the public image and reputation of politicians and celebrities. These activities aim to influence the attitudes and perceptions of their respective publics towards them.

Question 9

Describe public relations and four objectives it is often used to achieve.

Accepted Answer

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Question 10

Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

Accepted Answer

The answer of Why might public relations efforts have a...

Question 11

Special events are public relations activities for which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution.

Accepted Answer

Special events are organized activities designed to attract public attention and engagement, while sponsorships involve financial support in exchange for recognition.

Question 12

Why might a company with a small advertising budget turn to guerilla marketing?

Accepted Answer

The answer of Why might a company with a small...

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