Question 1

Publicity can be used to explain a complicated product.

Accepted Answer

Publicity can be used as a tool to explain complicated products by breaking down their features, benefits, and uses in a way that is accessible and understandable to the general public.

Question 2

Publicity is not valuable in tying a unique representative to a product.

Accepted Answer

Publicity is valuable in tying a unique representative to a product because it helps in creating brand recognition and loyalty by associating a familiar face or personality with the product, making it more memorable to consumers.

Question 3

Media avoid mention of a company or its brand in a news story to create the impression that they generated the facts, ideas, and photo situations, but so very often, practitioners plant the seeds for many stories.

Accepted Answer

This practice is known as "earned media" where companies indirectly get media coverage through public relations efforts rather than direct advertising, making the story appear more authentic and unbiased.

Question 4

Branding is differentiating the identity of the position of a company and/or its products and services.

Accepted Answer

Branding involves creating a unique identity and position for a company and its products or services in the marketplace, distinguishing them from competitors.

Question 5

Using heritage is not a key to branding because it is so difficult to capitalize on traditions and history associated with a product or organization.

Accepted Answer

Heritage can be a powerful element in branding as it helps to establish trust, authenticity, and a unique identity by leveraging the traditions and history associated with a product or organization.

Question 6

Image advertising, institutional advertising, and issues advertising are all variations of public relations advertising.

Accepted Answer

These types of advertising focus on promoting the image, values, or issues related to an organization, aligning with the goals of public relations to shape public perception.

Question 7

Public relations advertising can be used by an organization to effectively convey messages about mergers and diversification.

Accepted Answer

Public relations advertising is a tool organizations use to communicate key messages, including those about mergers and diversification, to their target audiences in a controlled and positive manner.

Question 8

Article reprints can be used strategically in efforts to add maximum sales punch for the marketing organization.

Accepted Answer

Article reprints can serve as effective marketing tools, allowing organizations to leverage published content to highlight their achievements, products, or services, thereby enhancing their sales and promotional efforts.

Question 9

Essential to participating in a trade show is evaluating the merits of that participation after the show has concluded.

Accepted Answer

Evaluating the merits of participation after a trade show is crucial for understanding the return on investment, measuring success against objectives, and planning for future improvements.

Question 10

In addition to spokespersons being articulate, fast on their feet, and thoroughly knowledgeable about an organization, they must be upfront about their being paid advocates for an organization.

Accepted Answer

Being upfront about being paid advocates is crucial for maintaining transparency and trustworthiness, as it discloses any potential biases in their representation of the organization.

Question 11

Cause-related marketing ties together fund-raising efforts of nonprofit groups with objectives of corporate sponsors.

Accepted Answer

Cause-related marketing is a strategy where businesses partner with nonprofit organizations to promote a social or environmental cause, linking the fundraising efforts of the nonprofit with the marketing objectives of the corporate sponsor. This approach benefits both parties: nonprofits receive funding and increased visibility, while businesses enhance their brand image and customer engagement by associating with a good cause.

Question 12

An in-kind promotion occurs when a company provides a service, product, or other consideration in exchange for publicity.

Accepted Answer

An in-kind promotion involves a company offering a product, service, or other non-monetary support in exchange for advertising or publicity, rather than direct financial payment.

Question 13

Another term for word-of-mouth marketing is buzz marketing.

Accepted Answer

Buzz marketing is a term used to describe word-of-mouth marketing, where consumers talk about a brand's products or services in their daily conversations, generating "buzz" around them.

Question 14

Some 21^st century venues for integrated marketing include blogs and even parts of people's anatomy.

Accepted Answer

Integrated marketing strategies in the 21st century have expanded to include digital platforms like blogs and innovative methods such as tattoos or body advertising, which utilize parts of people's anatomy for promotional purposes.

Question 15

Provide some evidence that today sure ain't "your mother's marketing"
environment.

Accepted Answer

The answer of Provide some evidence that today sure ain't...

Question 16

Who is Philip Kotler, and how significant is he to the practice of public relations?

Accepted Answer

The answer of Who is Philip Kotler, and how significant...

Question 17

Indicate ways publicity can be quite effective in the marketing mix.

Accepted Answer

The answer of Indicate ways publicity can be quite effective...

Question 18

Discuss how trade shows provide opportunities for public relations people to shine and to demonstrate just how integral the public relations function is to marketing.

Accepted Answer

The answer of Discuss how trade shows provide opportunities for...

Question 19

What does cause-related marketing offer public relations people that other items in the promotion part of the marketing mix don't usually offer?

Accepted Answer

The answer of What does cause-related marketing offer public relations...

Quiz 16: Integrated Marketing Communications