Question 1

Phillips Petroleum ran an advertisement with the headline "Every year, one of our investments has an average return of 15 million." The visual is a photograph of a duck landing on a lake. The copy explains that Phillips is helping to save endangered wetlands in several south-central and southwestern states. This is an example of

Accepted Answer

The advertisement is promoting the cause of saving endangered wetlands, making it a cause-related ad. The mention of Phillips Petroleum's average return of 15 million is used to emphasize their commitment to the cause.

Question 2

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
-(Scenario 13-2) A series of press releases about the positive projects that your company is currently involved in is considered. However, ultimately you decide against it because

Accepted Answer

The reason for rejecting the idea of issuing press releases about positive projects is that there is no control over how the media will interpret them. This suggests that the positive projects could be misinterpreted or that the media could focus on the negative aspects of the company's operations despite the press releases. Therefore, the potential risk of issuing press releases is too great, and a different communication strategy should be developed.

Question 3

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
-(Scenario 13-3) Wisconsin Education Association Council sent the press an expensive, highly attractive eight page package that explained the organizations position on education issues. The disadvantage of this approach, as opposed to offering a media outlet an exclusive feature story, was that

Accepted Answer

Sending a press release may result in a lack of control over the final story since the media outlet may choose to edit or omit certain information. Offering an exclusive feature story would provide more control over the final story.

Question 4

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
-(Scenario 13-2) You suggest that, to reinforce your company's image as a civic-minded corporate citizen, your company enlist the public support of the President of the local chapter of the Sierra Club, who knows how much you have done to avoid harming the environment in the past few years. You are now engaging in

Accepted Answer

The answer of Scenario 13-2
You are the owner of a...

Question 5

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
-(Scenario 13-2) The situation is not as bad as it could be, because your public relations agency had already identified environmental issues as a weak area for your company. As a result, the agency had been in contact with important constituent groups before the furor erupted. A weak area is referred to as ____ by people in the public relations industry.

Accepted Answer

In public relations, a weak area that could potentially harm a company's reputation is often referred to as a "vulnerability."

Question 6

Waste Management ran an advertisement that told the story of how it managed some of the waste it collected. The headline was "We've been known to send some people's garbage right back to their house." The copy explained that Waste Management collects clean burning methane gas from one of its landfills. The gas is used to fuel the turbines that run power generators that provide electricity for homes. This is an example of

Accepted Answer

This advertisement is an example of corporate image advertising because it aims to enhance the overall image of Waste Management by highlighting an innovative and environmentally friendly aspect of their operations, rather than promoting a specific product or service.

Question 7

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
-(Scenario 13-1) Formerly Miller viewed public relations in a more traditional way - using reactive strategies and tactics. This meant that they

Accepted Answer

Miller's previous approach to public relations was reactive, meaning they responded to external factors they could not control with defensive measures rather than proactively building and strengthening their brand image.

Question 8

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
-(Scenario 13-1) If Miller's website was devoted primarily to enlisting brand loyalists' support for the Miller "Drink responsibly for your children" initiative to raise awareness of fetal alcohol syndrome then its purpose would be different from brand promotion. Its purpose would be to

Accepted Answer

The purpose of the website in this scenario is to raise awareness of fetal alcohol syndrome and promote responsible drinking behavior, which is not directly related to brand promotion. Therefore, the purpose would be to promote brand goodwill by demonstrating social responsibility and concern for the public's health.

Question 9

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
-(Scenario 13-4) Over the years, Munters has learned that advertising of disaster services is not effective because most people will think they will never be affected by floods. As a result, Munters hopes to change the focus of communication to positive information about how the firm helped fix a terrible situation. Their new marketing graduate suggests that they enlist the testimony of the president of the bank who thought they were invaluable after the last flood. This executive will tout the benefits of what Munters does for the community during emergencies. Munters is doing what?

Accepted Answer

Munters is engaging in influencer marketing by enlisting the testimony of the president of the bank to promote the benefits of their services. They are aiming to influence potential customers by highlighting the positive impact they can make during emergencies.

Question 10

Not all media are created equal when it comes to corporate advertising. Two media particularly well suited to corporate advertising efforts are

Accepted Answer

Television and magazines are both highly visual mediums that allow for detailed and highly targeted corporate advertising. Magazines often have specific demographics and audiences that can be targeted, while television offers a wide reach and the ability to create memorable advertisements. While the World Wide Web and radio are also effective for corporate advertising, they may not provide the same level of visual impact or targeting capability as television and magazines. Outdoor advertising may also be effective for certain types of products, but is generally less effective for corporate advertising overall.

Question 11

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
-(Scenario 13-3) Wisconsin Education Association Council was using public relations to achieve the primary objective of

Accepted Answer

Wisconsin Education Association Council was using public relations to counteract negative publicity.

Question 12

Scenario 13-2
You are the owner of a huge paper goods company. You head into company headquarters one morning and no one greets you as you walk down the halls. In fact, people seem to be actively avoiding you. Immediately you sense something is wrong, because on a normal morning, there's a steady stream of people brownnosing and kowtowing to you. You get to your office and your suspicions are confirmed. A nationally circulated newspaper with an article circled in red sits on your desk.
The article announces that radical environmentalists have chained themselves to trees in a forest in northern Wisconsin. It seems they are trying to protect an endangered animal, which virtually no one has ever heard of, from a logging operation. Some of the animals have already been killed by the heavy equipment the loggers use. You scan the article and see the problem. It's a forest that your company owns, and the environmentalists are in a standoff with the managers of your logging division.
The logging operation is critical to the success of your company, and if the environmentalists win the support of the general public, including many in your workforce, your company's profits will nose-dive. It is bad enough that this morning you look like killers of defenseless little creatures. You immediately phone your public relations agency and call a meeting.
-(Scenario 13-2) Your public relations agency has been very helpful in the past. Through its efforts, your company is perceived by consumers as a good corporate citizen - at least up until this morning. This perception was most likely achieved through a series of efforts with ____ as the objective.

Accepted Answer

The objective of promoting goodwill is to create a positive perception of the company among consumers and stakeholders. This is achieved through various activities, such as corporate social responsibility initiatives, community outreach programs, and philanthropic activities. By promoting goodwill, the company can build trust, loyalty, and support among its customers and stakeholders. Therefore, it is the most likely objective of the company's past efforts to be perceived as a good corporate citizen.

Question 13

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
-(Scenario 13-4) Munters now employs a recently graduated marketing major from the local business school. She studied the Munter's situation in a class on PR. Now she suggests that Munter's shift to a ____ strategy by launching a public relations initiative in advance of the next flood season.

Accepted Answer

The suggestion to launch a public relations initiative in advance of the next flood season indicates a proactive strategy, as it involves taking action to prevent potential negative views of the company rather than simply reacting to them after they occur. This approach aligns with the need for Munters to be careful with public relations and corporate advertising. Aggressive and charitable strategies do not necessarily address the issue of preventing negative views, while a reactive strategy would be too late in addressing potential issues.

Question 14

Which of the following is an objective for corporate advertising?

Accepted Answer

All of these can be objectives for corporate advertising. Corporate advertising can serve multiple purposes such as boosting employee morale, attracting new employees, and communicating an organization's views on social, political, or environmental issues. The specific objective would depend on the company's goals and target audience.

Question 15

If the managers of a business decide to use cause-related marketing, they should keep in mind that a recent Roper Starch Worldwide study showed that 58 percent of consumers

Accepted Answer

The answer of If the managers of a business decide...

Question 16

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
-(Scenario 13-1) Miller has recently recruited two up and coming Southside Chicago groups who are trying to popularize what they call "Blues Rap" in the Wise Fools pub located in the heart of one of Chicago's young urban professional neighborhoods. These musicians are provided with coupons for free drinks of the new "Miller Lime" boutique beer and expected to talk about the "hipness" of lime beer and the Miller brand and hand the coupons out between sets. What is Miller doing?

Accepted Answer

Miller is using influencer marketing by recruiting the up and coming Southside Chicago groups to promote their new beer and brand through their music and conversations with the audience. They are using the musicians as influencers to reach the target audience and create buzz about their product. The coupons for free drinks are a form of sampling that is commonly used in influencer marketing.

Question 17

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
-(Scenario 13-1) Ketchum Public Relations has designed a website, the MGD Tap Room, for Miller Genuine Draft beer. It provides general information on beer, on Miller brands and topics of interest to a demographic group of 20 to 30 year olds. This site seems to have set ____ as its primary objective.

Accepted Answer

The primary objective of the MGD Tap Room website is to promote the Miller Genuine Draft brand, making B the correct answer. The website is meant to interest and engage a specific demographic of 20 to 30 year olds with content related to Miller and their products, as well as general beer knowledge. While promoting goodwill and delivering internal communication may be secondary objectives, the main goal is brand promotion. Counteracting negative publicity also does not seem to be a focus of this particular website.

Question 18

Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
-(Scenario 13-4) Because some people in the community describe the firm as "vultures" that prey on the misfortunes of others, the primary objective of Munters' public relations efforts is likely to be:

Accepted Answer

The negative perception of Munters as "preying on the misfortunes of others" indicates that their primary objective should be to counteract negative publicity through their public relations efforts. It is important to address and change this perception to prevent further damage to the company's reputation. Promoting services, preparing internal communications, and lobbying may also be important for the company, but they are not the primary objective in this scenario.

Question 19

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
-(Scenario 13-3) Advertising by Wisconsin Education Association Council to establish the company's position on this political situation, stating the company's side of the story is considered:

Accepted Answer

Advocacy advertising is a type of advertising that aims to influence public opinion and promote a particular cause or point of view. In this scenario, the Wisconsin Education Association Council is likely using advertising to defend their lobbying expenditures and promote their perspective on the issue. Corporate image advertising focuses on promoting the overall image of the company, cause-related advertising promotes a social cause, and product advertising promotes a specific product or service.

Question 20

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
-(Scenario 13-3) Reacting to negative news reports, Wisconsin Education Association Council used what type of public relations strategy?

Accepted Answer

Wisconsin Education Association Council used a reactive public relations strategy in response to the negative news reports.

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

Not all media are created equal when it comes to corporate advertising. Two media particularly well suited to corporate advertising efforts are

Which of the following is an objective for corporate advertising?

If the managers of a business decide to use cause-related marketing, they should keep in mind that a recent Roper Starch Worldwide study showed that 58 percent of consumers