Question 1

Advocacy advertising is an attempt to establish an organizations position on important social, political or environmental issues.

Accepted Answer

Advocacy advertising aims to promote an organization's viewpoint on significant social, political, or environmental concerns.

Question 2

One possible target of a public relations effort is politicians.

Accepted Answer

Politicians can be a key target of public relations efforts since they have significant influence over policy and public opinion. Public relations professionals may work to build relationships with politicians, craft messages that resonate with their values and priorities, and lobby for policy changes that align with the goals of their clients or organizations.

Question 3

Promoting a product through press releases or events is a public relations tactic to increase sales.

Accepted Answer

False

Question 4

The major problem associated with the use of news conferences as a public relations tool is that they are no longer seen as credible.

Accepted Answer

News conferences remain a credible public relations tool when used appropriately. They allow organizations to directly communicate with the media and public, providing an opportunity to clarify information, answer questions, and present their side of a story, thus maintaining or enhancing their credibility.

Question 5

The British beef industry was rocked by reports of mad cow disease in its herds. To deal with the concerns raised, the industry had to adopt a reactive public relations strategy.

Accepted Answer

The statement accurately describes the situation with the British beef industry during the mad cow disease outbreak. The industry had to respond to concerns from the public and the media by implementing measures to address the issue and reassure consumers. This is an example of a reactive public relations strategy.

Question 6

A public relations plan identifies the objectives and activities related to the public relations communications issued by a firm.

Accepted Answer

A public relations plan outlines the goals and strategies for communicating with the public, including target audiences and specific tactics to achieve those objectives.

Question 7

A company that specializes in community recycling opens a recycling center in a town that has never had access to a recycling center before. The company invites a reporter from the local newspaper to do an exclusive story on the center. The advantage of this tactic, as opposed to sending out a press release, is that the story is more controllable.

Accepted Answer

By inviting a reporter to do an exclusive story on the recycling center, the company has more control over the content and message of the story. In contrast, a press release can be picked up by any media outlet and the message may be altered or not communicated effectively.

Question 8

Corporate advertising is designed to promote a specific brand.

Accepted Answer

Corporate advertising is aimed at promoting the company as a whole, rather than advertising specific products or brands.

Question 9

Think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand.

Accepted Answer

Influencer marketing involves a conversation where the influencer acts as a mediator between the brand and the consumer, promoting the brand's products or services to the consumer through their own platform and personal experience with the product. It is a collaborative effort between the brand, influencer, and consumer.

Question 10

If American Express sponsors a campaign to restore the Statue of Liberty, it is using advocacy advertising.

Accepted Answer

This is an example of cause-related marketing, where a company supports a social cause or issue, benefiting both the cause and the company's brand image, rather than advocating for a particular stance or policy change.

Question 11

The people enrolled by manufacturers such as P&G for an influencer program in which they are given brand news and expected to share it with their social network are called facilitators.

Accepted Answer

The people enrolled by manufacturers such as P&G for an influencer program in which they are given brand news and expected to share it with their social network are called influencers, not facilitators.

Question 12

The primary focus of public relations is to use unpaid media to create communications that will ultimately result in increased sales.

Accepted Answer

The primary goal of public relations is to create and maintain a positive relationship between an organization and its stakeholders, including the public, customers, employees, and investors. While increased sales may be a result of effective public relations efforts, it is not the primary focus. Public relations also encompasses other areas such as reputation management, crisis communication, and community outreach.

Question 13

A large oil company undertakes an extensive research effort designed to identify opportunities for the company to present itself in a positive light. This research effort is called a public relations audit.

Accepted Answer

A public relations audit is a comprehensive review of an organization's past and present communications efforts that is designed to identify opportunities for improvement and present the organization in a positive light.

Question 14

A proactive public relations strategy is a tool designed to take an aggressive stand at the first sign of negative publicity.

Accepted Answer

A proactive public relations strategy is designed to shape and maintain a positive image of an organization before any negative publicity arises, not just as a response to it.

Question 15

Influencer programs directed at professionals must be handled with care as these individuals take their roles very seriously.

Accepted Answer

Professionals often have a reputation to uphold and take their expertise, recommendations, and promotions seriously. It's important to ensure that influencer programs for professionals are appropriately aligned and positioned carefully to avoid any negative impact on their reputation or credibility.

Question 16

Public relations is a marketing and management function focusing on communications that foster goodwill between a firm and its constituents.

Accepted Answer

This statement accurately describes the definition of public relations.

Question 17

The intent of corporate advertising is to make sure that all of a company's products are seen in a common, positive manner.

Accepted Answer

The answer of The intent of corporate advertising is to...

Question 18

A company allows its workers to take one afternoon off each month to volunteer at the nonprofit organization of their choice. The company sends out a press release that explains this program to the media. This is considered a proactive public relations strategy.

Accepted Answer

This is a proactive public relations strategy because the company is taking the initiative to communicate a positive program that benefits both its workers and the community. By sending out a press release, the company is actively promoting its values and building a positive reputation with the media and the public.

Question 19

A benefit of press releases is that the news media cannot edit any part of the press release.

Accepted Answer

The news media can edit any part of the press release before publishing it.

Question 20

When pet food brands provide product samples and informational brochures to veterinarians to give to pet owners who visit them they are doing corporate image marketing.

Accepted Answer

This practice is more accurately described as sales promotion or direct marketing, aimed at encouraging trial and building customer base, rather than corporate image marketing, which focuses on building the overall reputation and image of the company.

Quiz 13: Public Relations, Influencer Marketing, Social Media, and Corporate Advertising