Question 1

Refer to the passage below to answer the questions that follow.
Wendy's fast food restaurant recently had a situation in which a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that restaurant was victimized by this false accusation.
-The local Wendy's franchise is a good corporate citizen, and the owners of that particular franchise had fostered relationships with local media contacts. What type of relationship management program focuses on developing media contacts?
A)public affairs
B)cause marketing
C)corporate relations
D)media relations
E)town hall forums

Accepted Answer

The relationship management program that focuses on developing media contacts is called media relations.

Question 2

Refer to the passage below to answer the questions that follow.
Wendy's fast food restaurant recently had a situation in which a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that restaurant was victimized by this false accusation.
-Immediately following this individual's claim of finding a fingertip in her chili, which public relations program would be most valuable to Wendy's?
A)corporate reputation management
B)crisis management
C)marketing public relations
D)public communication campaigns
E)public service announcements

Accepted Answer

Crisis management is the most valuable public relations program immediately following such an incident as it helps to handle the negative impact on the organization's reputation and mitigate any long-term negative effects. It involves identifying the crisis, implementing a response strategy, and communicating with stakeholders to restore trust.

Question 3

How does public opinion differ from mass opinion?

Accepted Answer

The answer of How does public opinion differ from mass...

Question 4

Discuss how public relations professionals might be involved in recruitment.

Accepted Answer

The answer of Discuss how public relations professionals might be...

Question 5

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?
A)Public relations departments are typically large divisions within corporations.
B)The time and costs associated with public relations can be prohibitive.
C)Public relations specialists lack the skills necessary to work with marketing experts.
D)Many public relations professionals see their jobs as communicating, not necessarily brand building.
E)The public relations department only wants to handle stockholders, employees, and government officials.

Accepted Answer

Many public relations professionals view their function as primarily communicating information and managing relationships with various stakeholders, rather than promoting brands and products. This mindset can lead to a lack of integration between PR and marketing efforts and may account for why PR is often overlooked as a tool for supporting product marketing objectives.

Question 6

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 7

In difficult economic times, the public relations budget is likely to suffer more severe cuts than other functions of an organization. Jill is the director of her company's public relations department, and she has to convince her superiors that her department's function produces tangible results. To them, concepts such as goodwill are just "warm fuzzies." What should Jill say to help them appreciate the importance of public goodwill?

Accepted Answer

The answer of In difficult economic times, the public relations...

Question 8

The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
A)influence government regulations on pork
B)gain financial support for pork producers
C)create newsworthy information about pork
D)maintain relationships with pork producers
E)repositioning pork

Accepted Answer

The goal of the "Pork. The Other White Meat" campaign was to reposition pork as a healthy and tasty alternative to other meats, specifically poultry and fish. This type of public relations campaign falls under the category of repositioning, which aims to change how a product is perceived by consumers.

Question 9

Southern Company is a power company conglomerate in the southern United States, operating several power plants throughout the region, a few of them nuclear power plants. Needless to say, the public is concerned with emissions in the air surrounding these plants. Explain what public opinion means and discuss what questions the public relations specialists at Southern Company must understand about public opinion before deciding on an appropriate campaign.

Accepted Answer

The answer of Southern Company is a power company conglomerate...

Question 10

Benetton has often used ads that send a social message, such as showing AIDS victims dying or featuring death row inmates, to make people aware of these issues. What type of advertising is this?
A)advocacy advertising
B)brand advertising
C)identity advertising
D)social advertising
E)cause advertising

Accepted Answer

Advocacy advertising is used to promote a particular point of view or social issue, which aligns with Benetton's approach of using ads to raise awareness about social issues like AIDS and death row inmates.

Question 11

HearthSong, a catalog marketer of "toys you'll feel good about giving," has a Facebook page that encourages customer conversation about experiences with the company and its products. This is an example of the use of ________.
A)house advertising
B)brand advertising
C)controlled media
D)uncontrolled media
E)semi-controlled media

Accepted Answer

This is an example of semi-controlled media because although HearthSong manages the content on their Facebook page, they cannot control what customers say about their experiences with the company and its products.

Question 12

You've just started working at a consumer products business as the public relations director. You learned that your company does not have a crisis management plan, so you are going to develop one. What should you include in the plan, and how will you get employees to know what to do in the event of a crisis?

Accepted Answer

The answer of You've just started working at a consumer...

Question 13

Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start.

Accepted Answer

The answer of Angela is starting the planning phase of...

Question 14

Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

Accepted Answer

The answer of Do you think you have what it...

Question 15

Which of the following best explains why it is difficult to evaluate the effectiveness of public relations campaigns?
A)Public relations campaigns do not have measurable objectives.
B)The effects of many public relations activities are difficult to separate from the effects of other marketing communications activities happening at the same time.
C)Marketing experts typically do not see the value in measuring the results of public relations activities.
D)Although outcome can be easily identified, output is difficult to quantify.
E)Public relations campaigns rely upon uncontrolled media.

Accepted Answer

The effects of many public relations activities are difficult to separate from the effects of other marketing communications activities happening at the same time. This makes it hard to evaluate the effectiveness of public relations campaigns.

Question 16

You're not sure what major to decide on because you like advertising and you like public relations. However, there is an area where these two disciplines overlap. Name and describe this public relations tool.

Accepted Answer

The answer of You're not sure what major to decide...

Question 17

Refer to the passage below to answer the questions that follow.
Wendy's fast food restaurant recently had a situation in which a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that restaurant was victimized by this false accusation.
-Now that the culprit has been found, which public relations program is most relevant to Wendy's?
A)public affairs
B)cause marketing
C)reputation management
D)public service advertising
E)marketing public relations

Accepted Answer

Reputation management is the most relevant public relations program for Wendy's as it focuses on repairing and maintaining the company's image after a negative incident. Given the false accusation and subsequent negative publicity, Wendy's will need to work on rebuilding trust among customers and stakeholders. Public affairs, cause marketing, public service advertising, and marketing public relations may all be relevant in different contexts, but do not directly address the situation at hand.

Question 18

Refer to the passage below to answer the questions that follow.
Wendy's fast food restaurant recently had a situation in which a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that restaurant was victimized by this false accusation.
-To help rebuild Wendy's reputation, the corporate office encourages franchisees to support local organizations in their communities, such as charities and schools. This practice of companies associating themselves with a good cause is known as ________.
A)public affairs
B)marketing public relations
C)cause marketing
D)fund-raising
E)development

Accepted Answer

The practice of companies associating themselves with a good cause in order to improve their reputation is known as cause marketing.

Question 19

Jeep hosts an annual "Jeep Weekend" event during which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners. The purpose of this public relations tactic is to intensify Jeep owners' involvement with their vehicle and brand and is known as a(n)________.
A)change-agent strategy
B)involvement strategy
C)shareholder strategy
D)public communication campaign
E)public service strategy

Accepted Answer

The purpose of the "Jeep Weekend" event is to intensify current Jeep owners' involvement with their vehicle and the brand. Therefore, it is an involvement strategy designed to engage and further connect with current customers.

Question 20

Armstrong Williams is a conservative African American talk show radio host. He was very supportive of President Bush's "No Child Left Behind" legislation. Some people changed their opinion after hearing Armstrong support it even though they weren't influenced by the ads they saw regarding this issue. However, it was later revealed (after the bill became law)that Mr. Williams was paid hundreds of thousands of dollars to "talk up" the bill without his audience knowing that he had been paid for it. Why do you think supporters of this bill wanted him to support it but not let his audience know he was being paid to do so, and what are the ramifications of these actions?

Accepted Answer

The answer of Armstrong Williams is a conservative African American...

Quiz 15: Public Relations

How does public opinion differ from mass opinion?

Discuss how public relations professionals might be involved in recruitment.

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

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

Benetton has often used ads that send a social message, such as showing AIDS victims dying or featuring death row inmates, to make people aware of these issues. What type of advertising is this?

HearthSong, a catalog marketer of "toys you'll feel good about giving," has a Facebook page that encourages customer conversation about experiences with the company and its products. This is an example of the use of ________.

Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start.

Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

Which of the following best explains why it is difficult to evaluate the effectiveness of public relations campaigns?

You're not sure what major to decide on because you like advertising and you like public relations. However, there is an area where these two disciplines overlap. Name and describe this public relations tool.

Jeep hosts an annual "Jeep Weekend" event during which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners. The purpose of this public relations tactic is to intensify Jeep owners' involvement with their vehicle and brand and is known as a(n) ________.