Deck 18: Public Relations Influencer Marketing and Corporate Advertising

Question 1

Negative publicity stems from external forces outside a firm's control and not from a company's internal activities
or decisions.

Answer 1

False

Question 2

Public relations manages corporate communications and helps image management in times of noncrisis.

Answer 2

True

Question 3

The Baltonian beef industry is rocked by reports of its herds suffering from mad cow disease.To deal with this issue, the industry should adopt a proactive public relations strategy.

Answer 3

False

Question 4

A feature story allows a firm to write an exclusive story about the company in a newspaper or any other medium.

Question 5

A company allows its workers to take off on one afternoon, every month, to volunteer at a nonprofit organization of their choice.The company sends out a press release that explains this program to the media.This is an example of a reactive public relations strategy.

Question 6

A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity.

Question 7

A car manufacturer offers free car rides for a week to popular bloggers, who then blog about their positive experiences about their car rides.This is an example of influencer marketing.

Question 8

The section of the public relations plan that specifies precisely what means will be used to implement the plan is the program rationale.

Question 9

Publicity is essentially paid media exposure about a firm's activities.

Question 10

Press releases are preferred over other tools of public relations because it prevents journalists from editing the news release.

Question 11

Publicity, unlike other forms of public relations, can easily be strategically controlled.

Question 12

Public relations cannot work for dedicated brand-building in a digital and social media environment.

Question 13

Though professional influencer programs can provide valued assets for a brand builder, peer-to-peer influencer programs cannot.

Question 14

Public relations is the only tool that can provide damage control in the face of negative publicity.

Question 15

The focal point of public relations objectives is sales and profits.

Question 16

Public relations can be used to activate social media, as well as engage mainstream media.

Question 17

Newsletters can be distributed to important constituents in a community, such as government officials or the chamber of commerce.

Question 18

At present, the field of public relations does much more than its traditional role of managing goodwill with a
company's stakeholders and customers.

Question 19

A public relations audit is conducted after a public relations plan is formulated.

Question 20

The major difference between public relations and advertising is that public relations cannot be used as a part of
IBP campaigns.

Question 21

Corporate advertising is gaining favor worldwide as well-known firms and established companies invest in this form of promotion.

Question 22

Participating in community activities that reflect a firm favorably is an example of .

A)promoting a product
B)preparing internal communications
C)promoting goodwill
D)giving advice and counsel to consumers

Question 23

Stockholders, suppliers, employees, government entities, citizen action groups, and the general public are all considered to be in the world of public relations.

A)beneficiaries
B)shareholders
C)constituent groups
D)partners

Question 24

Which of the following is true of public relations?

A)It is a tool to produce more sustainable and environment-friendly products.
B)It is a tool to manage goodwill, corporate communications, and damage caused by negative publicity.
C)It is a process of changing the features of a product to suit customer needs.
D)It is a process of transporting products to the location where consumers can buy them.

Question 25

Public relations is strategically used for when adversity strikes.

A)internal communications
B)damage control
C)community service
D)proactive efforts

Question 26

The objectives of corporate advertising include boosting employee morale and attracting new employees.

Question 27

Advocacy advertising involves promoting the benefits of a specific brand.

Question 28

The classic role of public relations is to:

A)foster goodwill between a firm and its constituent groups.
B)use the social media to damage the image of a rival company.
C)use unpaid media to convey a message traditionally carried by paid media.
D)increase the productivity of employees in a firm.

Question 29

Buzz marketing involves creating an event or experience that leads to conversations about the brand.

Question 30

Viral marketing involves professionals or experts promoting a brand to consumers in-person.

Question 31

Corporate advertising is not always targeted at the consumer.

Question 32

Common people who have large social circles and can recommend brands to their friends and colleagues are useful in influencer marketing.

Question 33

There are three broad types of corporate advertising-professional, peer­to­peer, and word­of­mouth.

Question 34

Rumors are running rampant through a company that a competitor is going to buy out the firm and fire half of its workers.To reduce the anxiety of its workforce, which of the following objectives of public relations can the company adopt?

A)Participate in industry events.
B)Lobby with industry groups.
C)Promote its products and services.
D)Prepare internal communications.

Question 35

A shoe manufacturing company advertises its products in a way that focuses on how the company uses sustainable, environment-friendly materials to manufacture footwear.Its ads emphasize the company's focus on green products.This is an example of advocacy advertising.

Question 36

The people enrolled by manufacturers to bring their brands into their conversations and share interesting or exciting information about them with their social networks are called controllers.

Question 37

The intent of corporate advertising is to establish a favorable attitude toward a company as a whole, instead of focusing on the features of its products.

Question 38

A credit card company sponsors a campaign to restore the Statue of Liberty.It features the initial concept and the progress that it's making in television commercials.The company is running cause-related advertising.

Question 39

We can think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand.

Question 40

The Internet has now made it possible for companies to be hypocritical about environmental issues and hide their true motives.

Question 41

A clothing company that targets preteens and young teens has to respond quickly when its celebrity spokesperson, a 19-year-old pop singer, is arrested for drunk driving and cocaine possession.A few months later, its new public relations specialist reviews this situation and how it was handled.To better handle such situations in the future, she decides to:

A)take control over what the media chooses to say or report.
B)prepare a public relations audit and identify the company's vulnerabilities.
C)disseminate positive information through in-house publications.
D)deploy lobbyists to monitor legislation that can negatively impact the company.

Question 42

Which of the following objectives of public relations focuses on dealing with government officials and pending legislation?

A)Giving advice and counsel
B)Lobbying
C)Counteracting negative publicity
D)Preparing internal communications

Question 43

A pharmaceutical company manufactures several antidepressant and anti-anxiety medications that are widely prescribed by physicians.Its executives know that among the millions of consumers using their medication, one or two adverse reactions by the media can have a very damaging effect on its reputation.In public relations, this is called .

A)a proactive situation
B)the identification of vulnerabilities
C)a synergistic opportunity
D)influencer marketing

Question 44

Compared to a proactive strategy, a reactive strategy is more difficult for public relations staff to organize and prepare because it:

A)cannot implement input suggested by the staff.
B)is triggered by events that are unpredictable.
C)must identify the content, rationale, and vehicles related to the overall message.
D)it does not involve a public relations audit.

Question 45

Axel Corporation undergoes a public relations audit.Ideally, the ultimate result of this audit should be to:

A)replace its reactive strategy with a proactive strategy.
B)calculate the costs of its public relations efforts.
C)tell the company whether it needs to hire a public relations agency from outside.
D)prepare the company for both proactive and reactive strategies.

Question 46

As opposed to a news release, a feature story:

A)gives a single journalist exclusive rights to the information.
B)is short and precise.
C)gives the company no control over the content.
D)can be written by an employee of the firm.

Question 47

One important tactical tool is the press release.A firm can best take advantage of press coverage by:

A)conducting industry events or community activities that reflect favorably on the firm.
B)disseminating information and correcting misinformation within the firm.
C)preparing employees for public appearances.
D)having a file of information that makes for good news stories.

Question 48

_audit.

A)Program objectives
B)Communications vehicles
C)Program rationale
D)Situation analysis

Question 49

An electronics company is about to launch a new line of microwaves.Its public relations team focuses on a feature story rather than a press release because the company can:

A)create the feature story internally.
B)be more in control with a feature story.
C)make it short and precise.
D)distribute it to multiple media outlets.

Question 50

Among all the public relations tools that a company might use, which of the following focuses specifically on employees?

A)A press release
B)A feature story
C)A company newsletter
D)A sponsored event

Question 51

Public relations strategies can be broadly categorized as either:

A)public or private.
B)product-oriented or customer-oriented.
C)proactive or reactive.
D)internal or external.

Question 52

A canned soup manufacturer has prepared questionnaires for its employees and customers.The questions are about how the people view its brands, the profits it is making, current market trends for canned soup, and the employee activities of the company.Through these questionnaires, it hopes to collect positive, newsworthy information that it can use later.The company is in the process of:

A)conducting a public relations audit.
B)identifying vehicles for a PR communication.
C)creating a company newsletter.
D)researching an influencer program.

Question 53

Which of the following steps help in retaining the intended meaning and purpose of a press release?

A)Distributing newsletters among employees
B)Having working relationships with editors
C)Conducting shareholder meetings regularly
D)Encouraging employees to write feature stories about the firm

Question 54

Which of the following objectives of public relations exclusively involves damage control?

A)Lobbying
B)Giving advice and counsel
C)Counteracting negative publicity
D)Promoting a product

Question 55

A metropolitan newspaper prints an investigative piece on unsafe baby cribs.Overnight, the manufacturer mentioned in the article finds itself in a crisis.Which of the major PR tools should the manufacturer use in this situation?

A)Lobbying elected officials
B)Calling a press conference
C)Issuing a company newsletter
D)Sponsoring an event

Question 56

Which of the following is true of a proactive public relations strategy?

A)It focuses on problems to be solved.
B)It emphasizes the defensive measures a company must consider.
C)It focuses on identifying vulnerabilities.
D)It is guided by marketing objectives.

Question 57

Which of the following components of public relations includes analyses, objectives, and rationales regarding a company's programs, and the message content and vehicles that will assist in its communications?

A)A public relations plan
B)A public relations audit
C)A publicity tool
D)A press release

Question 58

A leading sporting goods company calls a press conference to announce that the National Football League has signed a contract to endorse the company's products.By doing this, the sporting goods company ensures that:

A)the national media is virtually forced to cover the story.
B)its story has more credibility and an air of importance.
C)journalists do an exclusive story on the firm.
D)its goods become more financially beneficial to the consumer.

Question 59

Which of the following is an important element of a reactive public relations strategy?

A)Creation of situation analysis
B)Identification of vulnerabilities
C)Clarification of program rationale
D)Development of marketing objectives

Question 60

Which of the following terms refers to the free media exposure that a firm receives about its activities or brands?

A)Publicity
B)Interviews
C)Product launch
D)Sponsored events

Question 61

When marketers are considering cause-related advertising, it should be stressed that this type of advertising works best when a company:

A)needs to do damage control.
B)intends to increase its sales figures radically.
C)chooses an issue that connects with its business.
D)wants to create a buzz about an exciting new product.

Question 62

How are buzz marketing and viral marketing similar to one another?

A)Both refer to efforts to stimulate word of mouth.
B)Both refer to traditional advertising and promotional tools.
C)Both involve face-to-face communication.
D)Both focus solely on broadcast and print mediums.

Question 63

A coffee retailer runs ads and posts signs in his coffee shops to notify that the cups are made from recyclable material, and the coffee is organically grown by free-market producers.In this case, the retailer is using .

A)green marketing
B)influencer advertising
C)viral marketing
D)advocacy advertising

Question 64

In which of the following ways has the Internet helped to change the world of green marketing?

A)It helps companies focus primarily on their bottom-line.
B)It offers tips on creating "green sites."
C)It encourages companies to engage in greenwashing practices.
D)It helps green sites identify companies that are taking action to protect the environment.

Question 65

A publisher of children's books launches a campaign to promote literacy by donating books to 25 public libraries and 50 public schools in low-income areas across the country.The publisher is conducting:

A)a sales promotion.
B)advocacy advertising.
C)green marketing.
D)cause-related advertising.

Question 66

An auto marketer runs a commercial that focuses on the clean energy that its new hybrid uses.The commercial shows that the car is eco-friendly and does not pollute the environment.Which of the following is the auto marketer using?

A)Cause-related advertising
B)Community marketing
C)Affinity marketing
D)Green marketing

Question 67

Television is a popular choice for corporate campaigns because:

A)it is free from ad clutter.
B)billions of dollars are invested annually in media for corporate campaigns.
C)companies need not monitor the publicity gained through television commercials.
D)the creative opportunities provided by television can deliver a powerful message.

Question 68

Many contemporary companies are seeking connectors to assist with their public relations efforts.Connectors are people who:

A)are hired by companies to spread goodwill about their brand and their products.
B)are paid to go door-to-door to offer samples and product information.
C)like to share new information with their large social networks.
D)act as intermediaries and sell products to consumers at competitive prices.

Question 69

The issue featured in is directly relevant to the business operations of the organization.

A)cause-related advertising
B)advocacy advertising
C)philanthropy
D)community marketing

Question 70

Which of the following women would make the best connector for a company?

A)A woman who is meticulous and likes to shop
B)A woman who is outgoing and likes to make friends
C)A woman who is imaginative and likes craft making
D)A woman who works in a library, is intelligent, and introverted

Question 71

Compared to other influencers, professional influencers are usually:

A)paid lesser by companies to push their products.
B)in need of factual data or clinical results before supporting a brand.
C)more interested in something fun or provocative to talk about.
D)easier to recruit for marketing efforts.

Question 72

The idea behind both buzz and viral marketing strategies is to:

A)focus on low levels of contact between consumers.
B)target a handful of carefully chosen connectors as influencers.
C)use solely new digital media to create word-of-mouth buzz.
D)replace peer-to-peer programs with professional influencer programs.

Question 73

A print ad shows an empty bottle of Coca Cola with the caption "No added preservatives.No artificial flavors.'The Real thing' since 1886." This is an example of .

A)viral marketing
B)corporate image advertising
C)cause-related advertising
D)green marketing

Question 74

Cause-related marketing is becoming increasingly common because:

A)consumers prefer brands that support important social issues.
B)it is the most cost-effective public relations tool.
C)it is directly relevant to the business operations of organizations.
D)it focuses on promoting the products of a brand.

Question 75

In the context of corporate advertising, the green movement looks sustainable for some time because:

A)it helps companies focus on their bottom-line.
B)companies no longer engage in greenwashing.
C)environmental issues are of major concern to consumers.
D)it allows companies to overpromise and underdeliver.

Question 76

Influencer marketing involves individuals or groups who:

A)represent the larger public in their opinions on products or brands.
B)support social causes or issues promoted by an organization.
C)spread positive word-of-mouth to a broad population.
D)are unusually impacted by branded marketing programs.

Question 77

Peer-to-peer influencer programs have a different tone than those involving professionals in that they focus more on:

A)superior product benefits and features.
B)sharing advice or expertise with another consumer.
C)evidence or data to back up product claims.
D)something fun or provocative to talk about.

Question 78

Which of the following is an example of corporate advertising?

A)An advertisement showing the logo of Adidas, an athlete tied to a tire, and the caption "Bring it on."
B)An advertisement showing the logo of LG, the cell phone model "Chocolate Platinum," and the caption "Pure Decadence."
C)An advertisement showing the brand name of Sony, a Playstation 3, and several game characters placed around the device.
D)An advertisement showing the various lipsticks of a cosmetics company and the caption "Luscious Lips."

Question 79

Word-of-mouth marketing is very useful for attracting attention and has been used a long time for:

A)identifying vulnerabilities in a public relations audit.
B)buzz building.
C)publishing company newsletters.
D)creating a reactive strategy.

Question 80

Which of the following people in the community is most likely to be a professional influencer?

A)A doctor who conducts medical checkups for underprivileged children free of cost
B)A neighbor who likes to shop, talk about new products, and share recipes
C)A hairdresser who talks about a new conditioner and offers a sample
D)A teenager who tells his friends about the new bicycle he saw at the store