Question 1

"Influentials" are those individuals whose opinions matter a great deal to others.

Accepted Answer

"Influentials" are those individuals whose opinions matter a great deal to others. Social media provides PR experts a window into the minds of consumers, especially "influentials."

Question 2

In today's world, a majority of companies are structured with a public relations orientation.

Accepted Answer

To date, though, few companies are structured with a public relations orientation; most are still marketing oriented. This is perhaps due to marketing's bottom-line orientation.

Question 3

The primary goal of public relations is to gain commercial incentives from all sectors of its public.

Accepted Answer

The goal of PR is to develop and maintain goodwill with most, if not all, of its publics. Failure to do so may mean loss of customers and revenues, time lost dealing with complaints or lawsuits, unwanted regulation or legislation that negatively impacts the firm, and loss of esteem

Question 4

Trade journals run feature articles about companies, products, or services.

Accepted Answer

Many publications, especially trade journals, run feature articles about companies, products, or services.

Question 5

A drawback of sponsorship is that it can only be paid in cash.

Accepted Answer

A sponsorship is a cash or in-kind fee paid to a property which may be a sports, entertainment, or nonprofit event or organization, in return for access to the exploitable commercial potential associated with that property.

Question 6

A common form of public relations research is opinion sampling.

Accepted Answer

A common form of public relations research is opinion sampling. Opinion sampling involves using techniques such as shopping center or phone interviews, focus groups, analysis of incoming mail, and field reports.

Question 7

An advantage of ambush marketing to sponsors is that it can be highly cost-efficient.

Accepted Answer

Ambush marketing is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors.

Question 8

A company's publics change constantly.

Accepted Answer

Due to the powerful effect of public opinion, companies must consider the breadth of impact of their actions. However, a company's publics change constantly.

Question 9

Bulletin boards can be used to announce news about new equipment, new products, and meetings to employees.

Accepted Answer

Internally, the public relations staff often uses bulletin boards to announce new equipment, new products, meetings, promotions, construction plans, and recreation news to employees.

Question 10

A house organ's main purpose is to raise funds for a company's projects.

Accepted Answer

A house organ's purpose is to promote goodwill, increase sales, or mold public opinion.

Question 11

A feature article is the most widely used PR tool.

Accepted Answer

A news release is the most widely used PR tool. It consists of one or more typed sheets of information (usually 8½ by 11 inches) issued to generate publicity or shed light on a subject of interest.

Question 12

Public relations objectives are easier to quantify than those of advertising.

Accepted Answer

While advertising is carefully placed to gain particular reach and frequency objectives, PR is less precise. Public relations objectives are not as easy to quantify.

Question 13

The primary goal of community involvement is to increase efficiency levels of an organization.

Accepted Answer

The goal of community involvement is to create a dialog between the company and the community. This is best done by having company officers, management, and employees contribute to the community's social and economic development.

Question 14

One of the major disadvantages of sponsorship is its inability to involve customers, prospects, and other stakeholders.

Accepted Answer

More than almost any other marketing communications tool, sponsorships and events have the ability to involve customers, prospects, and other stakeholders.

Question 15

Business-to-business trade shows attract limited numbers of sponsors because it does not allow clients to talk to prospects and customers in the same place and at the same time.

Accepted Answer

Annual events such as business-to-business trade shows attract large numbers of sponsors as well as exhibitors because of the economics of being able to talk to prospects and customers in the same place at the same time.

Question 16

Unlike sponsorship, advertising can provide face-to-face access to current and potential customers.

Accepted Answer

Unlike advertising, sponsorships and events can provide face-to-face access to current and potential customers. Sponsorships and events have the ability to involve customers, prospects, and other stakeholders.

Question 17

Marketing professionals refer to a company's customers as stakeholders because they have some vested interest in the company's actions.

Accepted Answer

Every company, organization, or government body has relationships with groups of people who are affected by what it does or says. They may be employees, customers, stockholders, competitors, suppliers, legislators, or the community in which the organization resides. Marketing professionals refer to these people as stakeholders because they have some vested interest in the company's actions.

Question 18

A public relations person soliciting money for a cause the company deems worthwhile is an example of participation in a fundraising drive.

Accepted Answer

A public relations person may be responsible for soliciting money for a nonprofit organization or for a cause the company deems worthwhile. This is an example of a fundraising drive.

Question 19

Public relations professionals consider marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them.

Accepted Answer

Advertising professionals see marketing as the umbrella process companies use to determine what products and services the market needs and how to distribute and sell them. Public relations professionals believe public relations should be the umbrella process.

Question 20

External house publications consist of happenings and news external to a company and are distributed only among employees.

Accepted Answer

A house organ is a publication about happenings and policies at the company. External house publications go to company-connected people (customers, stockholders, suppliers, and dealers) or to the public.

Quiz 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand