Question 1

Starbucks, The Body Shop, and Walmart are examples of companies that have conducted brand building primarily through:

Accepted Answer

The answer of Starbucks, The Body Shop, and Walmart are...

Question 2

What is the most likely reason for the term "public relations 2.0?"

Accepted Answer

The term "public relations 2.0" refers to the impact of social media on PR activities. Social media has revolutionized the way organizations communicate with their publics, and PR practitioners need to adapt to these changes by utilizing new tools and strategies. This has led to the evolution of PR practices from traditional media relations to a more integrated, digital approach that includes social media, content creation, and influencer marketing.

Question 3

Which term refers to the management function that focuses on the communications that organizations have with other groups for the purpose of creating mutual goodwill?

Accepted Answer

Public relations is the management function that is responsible for creating a positive image of the organization among its stakeholders. It involves engaging in communications with various groups, including customers, shareholders, employees, and the media, to create mutual goodwill and promote the organization's objectives. Public relations activities may include press releases, media relations, events, and community outreach programs, among others.

Question 4

Most advertising practitioners view public relations as a(n):

Accepted Answer

The answer of Most advertising practitioners view public relations as...

Question 5

When public relations activities are used for marketing purposes, the process is called:

Accepted Answer

Marketing public relations is specifically using public relations tactics for marketing purposes, such as promoting a product or service. Relationship marketing focuses on building long-term relationships with customers, corporate promotion is promoting the overall company rather than a specific product, ambush marketing is an unethical tactic of trying to associate with a major event without being an official sponsor, and joint promotion involves two or more companies working together to promote their products or services.

Question 6

What is the first function performed by a public relations professional?

Accepted Answer

The first function performed by a public relations professional is to plan and execute the company's public relations program. This includes defining the target audience, developing key messages, and determining the best channels for reaching and communicating with those audiences. Developing a crisis-management plan, differentiating the company, and convincing the organization's publics of the company's value are all important functions, but they typically come after the initial planning and execution of the PR program. Developing press releases for all conceivable events is not an efficient use of resources and is not typically the first function performed by a PR professional.

Question 7

Which of the following is a PR term referring to a firm's employees, customers, competitors, and suppliers?

Accepted Answer

The term "publics" in PR refers to a firm's stakeholders, including its employees, customers, competitors, and suppliers. It is a broad term that encompasses all those who have a direct or indirect interest in the activities of the organization. Distributors, stockholders, feedback base, and cause marketers are all relevant terms in PR but do not specifically refer to a firm's stakeholders.

Question 8

An event that is suitable for sponsorship should evoke a key attribute of the product sold by the sponsoring company.

Accepted Answer

The sponsoring company should choose an event that aligns with the product or service they offer. This will help create a strong association between the event and the sponsoring company, leading to better brand recognition and loyalty among consumers.

Question 9

Which term refers to a long-term strategic process to managing the standing of the firm with various publics?

Accepted Answer

Reputation management refers to the long-term strategic process of managing the standing of a firm with various publics. It involves monitoring and influencing public perception of the firm to maintain a positive image and build trust among stakeholders. Integrated marketing communications and marketing public relations are related to promoting products and services, while opinion sampling refers to collecting data on consumers' attitudes and behaviors. Positioning is the process of establishing a distinct and favorable position for a brand in the minds of consumers.

Question 10

Corporate identity advertising is used when a company changes its name or its logo.

Accepted Answer

Corporate identity advertising is used to introduce or reintroduce a company's brand, which includes changes in its name, logo, or overall visual identity.

Question 11

Reputation management:

Accepted Answer

The answer of Reputation management:
...

Question 12

Baseball Commissioner Allan H. (Bud) Selig authorized an investigation into alleged steroid use by Major League Baseball players. The scandal, which revolved around certain baseball superstars enhancing their abilities with the illegal substance, necessitated MLB's need for _____ as a way to maintain popularity with fans.

Accepted Answer

The scandal surrounding steroid use by baseball superstars threatened the reputation and image of Major League Baseball. Therefore, MLB needed to engage in reputation management as a way to maintain popularity with fans. This would involve taking steps to address the issue, such as launching an investigation and implementing policies to prevent similar scandals in the future.

Question 13

The primary media used for corporate advertising are trade journals.

Accepted Answer

The primary media used for corporate advertising are business magazines and network TV.

Question 14

Unlike advertising, public relations activities are:

Accepted Answer

Public relations activities are often viewed as more trustworthy and credible than advertising because they utilize third-party endorsements and media coverage rather than paid promotional messages. However, measuring the impact of public relations can be challenging, which is why they are not easy to quantify like advertising. Public relations messages may not always be precise or memorable, and they may not achieve specific reach objectives in the same way that targeted advertising can.

Question 15

To gauge consumer response about how Super Taco, a fast food restaurant, handled a recent food-poisoning outbreak, Jane, a PR practitioner at Super Taco, spoke to people on the street. Jane asked people about their feelings toward Super Taco and the recent incident. In other words, Super Taco used:

Accepted Answer

Jane's approach of speaking to people on the street to gather their opinions and feelings about Super Taco and the incident is an example of opinion sampling, where feedback is collected from a sample of the public to understand their views.

Question 16

Recruitment advertising is a form of corporate advertising.

Accepted Answer

Recruitment advertising is a form of advertising that aims to attract potential job candidates to apply for open positions within a company. As such, it is a type of corporate advertising that is focused on promoting the company as an attractive employer to work for.

Question 17

When Martha Stewart was sentenced to prison for insider-trading, her company Martha Stewart Living Omnimedia Inc. most likely engaged in _____ to minimize damage to the organization.

Accepted Answer

Martha Stewart Living Omnimedia Inc. most likely engaged in crisis management to minimize the damage to the organization following Martha Stewart's indictment and sentencing. Crisis management techniques would have been used to control the flow of information, minimize negative coverage in the media, and communicate the company's message effectively during the crisis.

Question 18

Which of the following is LEAST likely a goal of public relations?

Accepted Answer

Integrating sales promotions is not a goal of public relations. Public relations is focused on building and maintaining relationships with publics, improving public opinion, and responding to inquiries. Sales promotions are a part of marketing and are focused on incentivizing purchases and increasing sales.

Question 19

Corporate advertising is a much narrower category of advertising than public relations advertising.

Accepted Answer

Public relations advertising is a subcategory of corporate advertising.

Question 20

What is the most likely reason that public relations communications are viewed as more credible than advertising messages?

Accepted Answer

PR communications often take the form of news articles or feature stories which are perceived as more credible than traditional advertising messages which are seen as self-promotional. These types of communications are typically written by independent journalists and editors rather than a company's marketing department, adding to their credibility.

Quiz 16: IMC: Public Relations, Sponsorship, and Corporate Advertising