Deck 2: Marketing Public Relations and the Marketing Communications Mix

Question 1

Disney is known for getting people to talk about its products because the firm

A) is the oldest mass media organization in the U.S.
B) controls most media outlets either directly or indirectly.
C) is a master at cross-promoting.
D) uses only public relations and does not advertise.
E) prefers to launch products without first performing market research.

Answer 1

is a master at cross-promoting.

Question 2

The success of Hannah Montana provides an excellent example of

A) a single-tactic marketing campaign.
B) pop culture adaptations of historical documents.
C) a government-funded effort to promote tourism in the U.S.
D) promotion embracing public relations and consumer-generated marketing.
E) the ways public television is reaching out to adolescent girls.

Answer 2

promotion embracing public relations and consumer-generated marketing.

Question 3

Which of the following best describes marketing?

A) It typically only involves traditional transactions of goods, services, and money.
B) It is an indirect and unmeasurable process used to sell goods and services.
C) It relies increasingly on advertising through mass media.
D) It is used exclusively by firms selling goods and services to consumer audiences.
E) It encompasses efforts to change or maintain behavior relative to a product.

Answer 3

It encompasses efforts to change or maintain behavior relative to a product.

Question 4

According to Professor David Robinson of the University of California-Berkeley's Haas School of Business, MPR

A) directly and measurably results in sales of goods and services.
B) is a technique used to foster communication between a firm and its constituencies.
C) demonstrates the persuasive power of advertising.
D) is traditionally the basis for all exchange transactions.
E) was first developed by a nineteenth-century, British economist.

Question 5

Word-of-mouth and media mentions

A) are integral to paid, promotional efforts.
B) are unintended effects of MPR.
C) ideally generate positive perceptions of a firm and its brands.
D) further blur the line between goods and services.
E) are examples of the synergy between broadcasting and advertising.

Question 6

Nineteenth-century economist William Stanley Jevon provided an explanation for

A) the act of exchange.
B) public relations tactics.
C) how physics works.
D) organizational complexity.
E) the value of advertising.

Question 7

MPR is best described as

A) a marketing measurement system.
B) an element in the marketing communications mix.
C) synonymous with traditional public relations.
D) often directly responsible for sales of goods and services.
E) the theoretical basis of all marketing efforts.

Question 8

The purpose of the promotional mix is to

A) inform, persuade, and remind consumers about products.
B) help manufacturers design product packaging.
C) provide pricing information to sales outlets.
D) permit marketers to establish channels of distribution.
E) allow advertisers to bypass product research and development.

Question 9

Advertising, sales promotion, personal selling, direct marketing, and public relations are

A) elements in the price matrix.
B) marketing communication activities.
C) essential to product distribution logistics.
D) initial stages in the product development process.
E) all dependent on mass media.

Question 10

According to Armstrong and Kotler, the five elements of integrated marketing communication are

A) product, place, price, promotion and position.
B) word-of-mouth, media mentions, consumer-generated marketing, public relations and advertising.
C) advertising, sales promotion, personal selling, direct marketing and public relations.
D) goods, services, exchange, transactions and money.
E) ideas, information, brand preferences, status and group acceptance.

Question 11

Advertising is

A) identical to public relations.
B) a non-marketing tool in the promotional mix.
C) used specifically to promote goods, but not services.
D) a paid form of nonpersonal promotion by a sponsor.
E) a form of direct-response marketing.

Question 12

Which of the following best describes sales promotion?

A) building good relations with a firm's various publics by obtaining positive publicity
B) targeting individual consumers in an attempt to gain immediate responses
C) using direct mail and e-mail to communicate with specific customers
D) using a marketer's sales force to deliver personal presentations
E) encouraging the purchase or sale of products through short-term incentives

Question 13

The purpose of personal selling is to

A) provide short-term incentives to encourage the purchase or sale of goods and services.
B) help a firm to make sales and build customer relationships.
C) cultivate long-term customer relationships by employing direct-response techniques.
D) obtain favorable publicity in order to build relationships with a firm's publics.
E) reach large audiences efficiently through the mass media.

Question 14

Direct marketing

A) is used most often to head off unfavorable rumors, stories, and events.
B) spreads information by word-of-mouth from person to person.
C) communicates directly with carefully targeted individual consumers.
D) relies on a sales force with good presentation skills.
E) places greater emphasis on public relations tactics.

Question 15

Public relations builds good relations with a firm's publics by

A) offering consumers sales incentives to buy products.
B) creating advertising messages on behalf of sponsors.
C) researching and developing products consumers really want.
D) communicating only when unfavorable news surfaces.
E) obtaining favorable publicity and developing a positive corporate image.

Question 16

Traditionally, advertising and public relations were

A) exactly the same.
B) employed only in sports marketing.
C) not part of the promotional mix.
D) both delivered through mass media.
E) used solely by businesses selling to other businesses.

Question 17

Word-of-mouth and consumer-generated marketing

A) have blurred the line between advertising and public relations.
B) are both paid forms of promotion.
C) provide limited visibility for most organizations.
D) work best using traditional broadcast outlets.
E) are effective only in connection with major events, like the Super Bowl.

Question 18

Coupons, point-of-purchase displays, and special distribution deals are tools used in

A) sales promotion.
B) word-of-mouth marketing.
C) consumer advertising.
D) public relations tactics.
E) product development.

Question 19

Event marketing, special offers, and publicity stunts are examples of

A) mass-media advertising messages.
B) the overlap between MPR and sales promotion.
C) face-to-face personal selling tools.
D) the introduction of direct sales into consumer marketing.
E) differentiated marketing strategies.

Question 20

In what way did MPR enhance Wal-Mart's sales promotion of prescription medications?

A) Using MPR allowed Wal-Mart to halt all of its television advertising.
B) Wal-Mart averted a public image crisis over high pharmaceutical prices.
C) Doctors could once again prescribe generic drugs instead of brand-names.
D) MPR and sales promotion together proved more valuable than sales promotion alone.
E) Wal-Mart became the number one online dispenser of prescription medications.

Question 21

Media mentions and word-of-mouth

A) have generally replaced advertising as the major means of product promotion.
B) allow direct marketers to better target specific demographic groups.
C) generally only work well in geographic areas underserved by online service providers.
D) require a company's sales force to spend more time making cold calls.
E) are nonthreatening means by which consumers become aware of their need for products.

Question 22

In what way does MPR enhance personal selling?

A) MPR increases the emphasis on targeted advertising in the mass media.
B) MPR bridges the gap between the seller and the buyer's need for a good or service.
C) Corporate sales forces are now composed mainly of former public relations practitioners.
D) Personal selling is not part of the promotional mix, so MPR provides the marketing tools.
E) MPR experts accompany sales people as they call on prospects.

Question 23

What is the effect of MPR on both personal selling and direct marketing?

A) MPR invests heavily in national broadcast advertising.
B) MPR creates an excessive amount of unsolicited e-mail messages.
C) MPR emphasizes short-term relationships with consumers.
D) MPR generates awareness and fosters consumer need.
E) MPR involves aggressive sales techniques.

Question 24

Office Max's "Elf Yourself" campaign is an example of

A) a successful in-store coupon program.
B) a traditional advertising strategy.
C) an unsuccessful MPR effort.
D) a personal selling tactic.
E) viral marketing.

Question 25

In most cases, MPR starts off a marketing campaign and then

A) provides long-term support for other elements of the marketing communication mix.
B) leaves remaining details to other elements of the marketing communication mix.
C) eliminates the need for including any other elements of the marketing communication mix.
D) quickly transforms into a conventional mass media advertising effort.
E) becomes the most expensive element of the marketing communication mix to maintain.

Question 26

A primary goal of a marketing effort is to

A) withhold the supply of a product in order to overstimulate demand and boost prices.
B) defend a firm's product lines against consumer activism.
C) differentiate a product from its competition in the minds of consumers.
D) train salespeople in ways to appear more credible.
E) launch products without conducting research and development.

Question 27

Some research suggests that advertising and MPR

A) are incompatible marketing techniques.
B) both require enormous financial investment to be successful.
C) help increase short-term sales but remain ineffective in the long-run.
D) stimulate growth in newspaper readership.
E) are equally effective techniques for building product awareness.

Question 28

Advertising and MPR efforts tend to work equally well, therefore

A) firms can choose one or the other, since they cost the same.
B) organizations have a financial incentive to shift resources from advertising into MPR.
C) companies can safely abandon other elements in the marketing communication mix.
D) their effects will cancel each other out if used simultaneously.
E) exposure levels are exactly the same among all media outlets.

Question 29

Positioning can be interpreted as

A) the location in a store where customers can find a product.
B) whether a promotional message is political or not.
C) where an advertiser is on the waiting list to have its commercials aired.
D) consumer perceptions of a product relative to the market.
E) the body language salespeople use in personal selling.

Question 30

A good positioning statement should help marketers

A) find the best distribution channels for their products.
B) conduct effective interviews of new sales personnel.
C) understand what consumers think and will learn about their products.
D) determine which department public relations reports to in an organization.
E) avoid using promotion to sell their products.

Question 31

The classical model refers to

A) the way automotive companies position their vehicles.
B) the procedure advertising agencies use to select media outlets.
C) public relations guidelines first developed by Edward Bernays.
D) pre-electronic communications theory developed in the 18th century.
E) the communication process most promotional tools employ.

Question 32

In MPR, marketers refer to the media and groups who influence others as

A) positioners
B) advertisers
C) publicists
D) connectors
E) ultimate audiences

Question 33

Gatekeeping mostly involves which of the following?

A) keeping public relations and advertising efforts separate from each other
B) making decisions over the presentation, content, and exposure of a message
C) making sure that no noise interferes with the sending of a message
D) segmenting audiences according to the likelihood they will be persuaded by a message
E) finding sufficient media outlets that will disseminate a promotional message

Question 34

The medium through which a consumer receives a message gives the message its context. As a result,

A) the content of the message is largely unimportant.
B) advertising messages are far more effective than public relations messages.
C) the meaning varies depending upon the channel through which the message is delivered.
D) consumers rarely take price into account during product purchase decisions.
E) the media are not a reliable source of news and information.

Question 35

Which of the following stated, "The medium is the message"?

A) Al Reis
B) Mitchell Friedman
C) William Stanley Jevon
D) Marshall McLuhan
E) Rupert Murdoch

Question 36

Which of the following terms refers to the intended receivers of a promotional message?

A) audience
B) connectors
C) media
D) marketers
E) messengers

Question 37

What are the two audiences of an MPR campaigns?

A) ordinary consumers and businesses
B) public sector and private sector
C) internal and external stakeholders
D) advertising creatives and sales people
E) intended receivers and connectors

Question 38

A major challenge in MPR is

A) knowing precisely how much advertising to purchase for a promotional campaign.
B) managing relationships with connectors in an effort to reach intended audiences.
C) understanding when a marketer's message is inappropriate for consumer audiences.
D) finding practitioners adequately trained in assembling online campaigns.
E) building relationships with product resellers.

Question 39

Which of the following is most likely to occur when connectors feel that the messages provided by marketing professionals are important?

A) Connectors refuse to share such messages publicly without extensive verification.
B) Marketers invest in radio and television-based advertising campaigns.
C) Marketers obtain positive media mentions and word-of-mouth.
D) Marketers test the message impact on small, sample groups.
E) Connectors fail to communicate with marketers in the future.

Question 40

The more an organization knows about a media outlet, the

A) more successful the organization will be in receiving coverage by that outlet.
B) more likely the organization will purchase advertising time through that outlet.
C) less the organization will have to rely on its public relations staff.
D) less effective the organization will be in cultivating the outlet as a connector.
E) more likely the outlet will ignore communications issuing from the organization.

Question 41

MPR activities do not directly result in the sale of a good.

Question 42

The notion of exchange includes the adoption or modification of ideas, changes in behavior, and spreading of information.

Question 43

Integrated marketing communications (IMC) generally includes public relations but not advertising, sales promotion, personal selling, and direct marketing activities.

Question 44

Public relations deals with building corporate image and positive relations with an organization's publics.

Question 45

Traditionally, public relations and advertising were differentiated by the fact that organizations paid for public relations but not for advertising.

Question 46

The buzz generated by television commercials aired during the Super Bowl shows how the lines between advertising and MPR can become blurred.

Question 47

The combination of sales promotion and MPR is far less valuable to an organization than either technique used alone.

Question 48

Media mentions and word-of-mouth are non-threatening means for consumers to gain awareness of products and to recognize their need for them.

Question 49

Direct marketing and personal selling interface with MPR in similar manners.

Question 50

MPR is often the last element of the marketing mix to be used in a marketing campaign.

Question 51

MPR typically is the unexpected and unintentional effect of public relations on the rest of the marketing mix.

Question 52

Organizations most often use MPR alone, rarely incorporating it with other elements of the marketing communication mix.

Question 53

Positioning refers to consumers' perceptions about a product relative to competing products.

Question 54

MPR, unlike advertising, is designed to maximize exposure by reaching out to multiple media outlets, consumer groups, and experts who can connect with the target consumer in a variety of ways.

Question 55

A positioning statement generally does not concern itself with either what consumers think about a product or how consumers will learn about the product.

Question 56

The activities that are conducted within the promotions segment of the marketing mix are types of communication.

Question 57

One means to reduce uncertainty in business communication is to increase the number of competing messages in the environment.

Question 58

The media, groups and individuals that influence others in the MPR process are known as connectors.

Question 59

The intended receivers of a promotional message are commonly known as the outlet.

Question 60

What online danger does intense fan interest in the Hannah Montana brand pose for Disney?

Question 61

What are two typical ways MPR techniques foster communication between a firm and its publics?

Question 62

Explain why Wal-Mart's prescription medication promotion is an example of the intersection between MPR and sales promotion.

Question 63

Explain how MPR is able to bridge the gap between a seller and prospective buyer.

Question 64

What is positioning? How does positioning affect all MPR efforts?

Question 65

What is a positioning statement? What information should be included in a positioning statement?

Question 66

What is the role of noise in the communication process? How is noise relevant to marketing?

Question 67

In what ways do connectors affect the context of a MPR messages?

Question 68

Why do marketers refer to two audiences within the MPR process?

Question 69

Explain in detail why Disney's promotion of Hannah Montana is an excellent example of an organization embracing public relations and consumer-generated marketing.

Question 70

Describe how anticipation for the commercials aired during the Super Bowl demonstrates the blend of advertising and MPR.

Question 71

According to Armstrong and Kotler, what are the five elements of integrated marketing communication? How do organizations employ these elements to achieve their marketing goals?

Question 72

Describe how viral marketing works and discuss its relationship to MPR.

Question 73

What are connectors and what is their role in the MPR process?