Deck 17: Public Relations,Publicity,and Corporate Advertising

Question 1

An advertiser who is "managing the buzz" is dealing with something that is a topic of conversation for lots of consumers-it is what is hot in society.In terms of the promotional mix,"managing the buzz" would be most closely associated with:

A)corporate advertising
B)sales promotions
C)personal selling
D)publicity and public relations
E)direct-response advertising

Answer 1

D

Question 2

Which of the following best reflects the new role of public relations in an integrated marketing communication program?

A)sponsoring the local Little League team
B)supporting local charities
C)sponsoring Olympic events to gain brand name association.
D)issuing a press release announcing a new CEO
E)advertising to announce an organization's support of a school bond referendum

Answer 2

C

Question 3

MPR activities are used by public relations agencies to:

A)receive discounts in various media
B)place new releases in mass media simultaneously
C)"microsegment" the market
D)achieve feedback from public relations activities
E)do none of the above

Answer 3

E

Question 4

Which of the following promotional activities would best exemplify the new role of public relations?

A)use of Brittany Spears as a spokesperson for Pepsi
B)initiation of a contest to find a new spokesperson for a brand
C)donation of money to the favorite charity of a firm's CEO
D)sponsorship of a marathon
E)donation of money to support a local children's soccer team

Question 5

Which of the following would most reflect the traditional role of public relations?

A)a company's sponsorship of a Little League team
B)a company's donations to a local charity
C)sponsorship within an organization of a blood drive
D)the mailing of a press release announcing a new product
E)all of the above

Question 6

The new role of public relations is one characterized by:

A)less of a communication role
B)less of a marketing orientation
C)a tighter,more tightly defined role
D)a broader,less marketing-oriented role
E)a broader,more marketing-oriented role

Question 7

The examples of negative publicity in the opening vignette suggest:

A)top management needs to look for more creative ways to communicate with the target market(s)
B)companies should never cut their public relations budget
C)negative publicity can come from a variety of sources
D)good things happen to good people
E)none of the above See opening vignette.

Question 8

activities designed to support marketing objectives add value to the integrated marketing program by:

A)building marketplace excitement
B)creating advertising news where there is none
C)providing a value-added customer service
D)defending products at risk and giving consumers a reason to buy
E)doing all of the above

Question 9

A good reason for conducting research to determine public attitudes is because:

A)it is a way to determine whether to use status quo pricing
B)it allows the company to appear to care about its publics
C)it is similar to and more effective than a SWOT analysis
D)it serves as an early warning system for identifying potential problems
E)it can reveal any untapped target markets through demographic evaluations

Question 10

When determining relevant target audiences for public relations efforts,all of the following groups are considered internal audiences EXCEPT:

A)employees of the firm
B)the media
C)current customers
D)investors
E)suppliers

Question 11

?

A)The effectiveness of MPR can be easily measured.
B)It is easy to tie slogans in with MPR activities.
C)MPR breaks through the clutter.
D)The use of MPR guarantees a specific media time and place.
E)All of the above statements describe advantages derived from the use of MPR.

Question 12

?

A)MPR benefits from the endorsement of independent and objective third parties who have association with the product.
B)MPR supports advertising programs by making messages more credible.
C)MPR can circumvent consumer resistance to sales effort.
D)MPR is a highly targeted way to conduct public relations.
E)All of the above statements describe advantages derived from the use of MPR.

Question 13

Miller & Sons Inc.has revived the dying art of stone masonry.Roy Miller and his two sons are all European trained artisans who would like to work on repairing of old stonework on churches and buildings constructed before 1940.The business is not thriving even though the company has been featured in news articles in several regional magazines and newspapers for its help in restoring old cemeteries and as a potentially important new business.What should the company do?

A)use the objective-task method for setting its budget
B)change its name
C)conduct research to determine the public attitude toward the company
D)lower its prices
E)add product line extensions

Question 14

From a marketer's perspective,the unfortunate part of negative publicity is it can occur as a result of factors beyond the control of the company and:

A)for reasons the company might never anticipate
B)as result in increased advertising effectiveness
C)result in reduced censorship guidelines
D)cause an increase in online advertising
E)create increased exit audits See opening vignette.

Question 15

Which of the following is NOT a reason for conducting research to determine public attitudes?

A)It provides input into the planning process.
B)It leads directly to more product sales.
C)It serves as an "early warning system" to detect problems.
D)It results in more internal support.
E)It increases the effectiveness of communications.

Question 16

According to the new definition of public relations,the function of public relations personnel is to:

A)assess public attitudes
B)promote products or services directly
C)create a favorable corporate image
D)develop and execute communications programs designed to bring about public understanding and acceptance
E)do all of the above

Question 17

_____ is the management function that evaluates public attitudes,identifies the policies and procedures of an organization with the public interest,and executes a program of action to earn public understanding and acceptance.

A)Public relations
B)Image advertising
C)Corporate advertising
D)Dyadic communications
E)Integrated marketing communications

Question 18

?

A)MPR lacks credibility.
B)MPR has no effect on consumers that have been found to be resistance to sales messages.
C)Clutter affects MPR more negatively than other promotional tools.
D)There are no standard effectiveness measures for MPR.
E)MPR weakens the ability of advertising programs by making them appear less credible.

Question 19

In public relations,internal audiences include all of the following EXCEPT:

A)the public at large
B)suppliers
C)customers
D)stockholders
E)investors

Question 20

Which of the following is a required stage in the public relations process?

A)the integration of sales promotion and personal selling with the public relations process
B)the identification of what portion of the budget is specifically designated to public relations
C)the hiring of a specialized firm that understands the public relations process
D)the determination and evaluation of public attitudes
E)all of the above

Question 21

For areas of the United States that have experienced lengthy periods of time without utilities due to some act of nature,Budweiser packages water in black and white cans and gives it to people who are without water.Which public relations tool was employed?

A)community involvement
B)integrated public relations activities (IPRA)
C)exclusives
D)press conference
E)press release

Question 22

Offering a press release to only one particular medium may be termed:

A)an exclusive
B)an advertorial
C)advocacy advertising
D)lobbying
E)image advertising

Question 23

Companies that support lobbying efforts:

A)are trying to reach internal audiences
B)are engaged in flighting
C)have targeted government bodies
D)have determined the importance of homogeneity
E)are targeting educators

Question 24

Which of the following is an advantage associated with public relations?

A)effectiveness at completing the communications product
B)high absolute cost but low relative cost
C)ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments
D)use as an effective lead generator
E)all of the above

Question 25

Which of the following is a recommended tool for improving the likelihood that the public relations story will be told?

A)press conferences
B)interviews
C)the Internet
D)exclusives
E)all of the above

Question 26

Which of the following communications is most likely to have more credibility among its receivers?

A)Vogue's magazine layout introducing its latest models
B)Volvo's television ad promoting new standard safety features
C)Motor Trend's announcement of the "Car of the Year"
D)the appearance of the CEO of Ford Motor Company in its ads
E)the appearance of some of the participants in American Idol in Old Navy ads

Question 27

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences?

A)potential investors and the media
B)current customers and employees of the firm
C)the media and current customers
D)suppliers and employees of the firm
E)the public at large and stockholders

Question 28

Automobile manufacturers Audi,Isuzu,and Suzuki have all experienced serious sales declines as a result of negative publicity.Publicity has such a powerful communications effect due to:

A)its perceived credibility
B)its lack of clutter
C)its "news worthiness"
D)its ability to create an image
E)all of the above

Question 29

Criteria for measuring the effectiveness of public relations activities include:

A)number of press releases developed
B)number of personal interviews given by company representatives
C)dollar value of community involvement
D)percentage of positive and negative articles over time
E)all of the above

Question 30

Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans?

A)Does the plan include analysis of recent editorial coverage?
B)Do the PR people understand the product's strengths and weaknesses?
C)Is the plan acceptable to marketing?
D)Are the objectives specific and measurable?
E)Does the program clearly describe what the PR activity will be and how it will benefit the company?

Question 31

Organizations can use the Internet as a means of disseminating their public relations information.How does the way the Internet is used differ from how other traditional media is used?

A)The Internet offers longer exposure times than other media.
B)The Internet is confined by time and space limitations that do not inhibit other media.
C)The Internet offers the ability to build internal links to provide instant access to as much information as needed.
D)The Internet cannot be used by organizations to defend themselves against negative publicity.
E)The Internet is not used as a public relations source.

Question 32

A system developed by Lotus HAL for measuring a public relations program's effectiveness uses all of the following criterion EXCEPT:

A)percentage of negative articles over time
B)ratio of marketing to public relations activities
C)percentage of positive articles over time
D)total number of impressions over time
E)ratio of positives to negatives

Question 33

When the Financial Times published an article about The Mills Corporation building a multi-leisure complex in Madrid,Spain,the company supplied the written information the author of the articles needed to write knowledgeably about a complex that will offer a blend of entertainment,retailing,lodging and offices.In fact,this information was made available to several different European and U.S.newspapers.Which public relations tool was employed?

A)community involvement
B)integrated public relations activities (IPRA)
C)exclusives
D)MPR
E)press release

Question 34

Public relations campaigns must be evaluated in order to:

A)determine their contribution toward achieving communications objectives
B)tell management what has been achieved through PR activities
C)provide management quantitative ways to judge PR activities
D)provide management ways to judge the quality of PR activities
E)do all of the above

Question 35

A large insurance company would have engaged in a marketing public relations activity when:

A)its CEO appeared in an interview on ABC's Nightline
B)it donated $50,000 to Kansas counties ravaged by tornadoes
C)it created a Web site to deal with concerns about rate hikes
D)it conducted a press conference announcing plans to move the company's home office
E)it did any of the above

Question 36

In public relations targeting,external audiences include:

A)customers
B)the public at large
C)suppliers
D)stockholders
E)all of the above

Question 37

Which of the following communications with external audiences could be effectively done through a press conference?

A)an announcement by Ryanair,the Irish low cost airlines,that it was reducing its fares by 5 percent and introducing seven new routes
B)an announcement by Exxon,that it earned more than $100 billion in 2007,the biggest profit in American corporate history
C)an announcement by the state of Georgia to end to its "green space" program in which it had required developers to preserve a certain percentage of each development in its natural form
D)Coca-Cola's announcement that it is was going to run an IMC program with Turner Broadcasting to promote Diet Coke
E)All of the above demonstrate an effective use of a press conference.

Question 38

Which of the following is an advantage associated with public relations?

A)greater credibility
B)ability to build positive image
C)avoidance of clutter
D)low absolute and relative cost
E)all of the above

Question 39

Unilever is the world's largest manufacturer of ice cream.When the Anglo-Dutch company decided to invest in retailing ice cream,it gathered news representatives from the major newspapers to a meeting in which the company unveiled its prototype ice-cream van and showed pictures of ice-cream kiosks that it was setting up on the world's beaches.Which public relations tool was employed?

A)community involvement
B)integrated public relations activities (IPRA)
C)exclusives
D)press conference
E)press release

Question 40

Because public relations communications are typically perceived as _____,they are not subject to the problems with clutter that are common to other forms of promotional communication.

A)corporate-sponsored advertisements
B)altruistic
C)image builders
D)news items
E)exclusives

Question 41

Marketers use _____ when they want to have as much control as possible over publicity.

A)press conferences
B)advertorials
C)press releases
D)video news releases
E)sponsorships

Question 42

Which of the following statements about publicity and public relations is true?

A)Publicity always originates within the firm.
B)Public relations is typically a short term strategy.
C)Publicity is always positive.
D)Publicity is typically a short term strategy.
E)None of the above are differences.

Question 43

The illustration in the ad for Accenture showed an elephant walking a narrow log suspended between two cliffs.The headline read,"Who says you can't be big and nimble?" Since the ad made no reference to the specific products offered by Accenture,it is an example of:

A)corporate advertising
B)advocacy advertising
C)advertorials
D)lobbying
E)continuity advertising

Question 44

Publicity:

A)is typically a long-term strategy
B)is designed to provide positive information about the competition
C)is news about a person,product,or service that appears in broadcast or print media
D)is always under the control of the firm
E)may not originate from sources other than the firm

Question 45

There are some who believe Beanie Babies,Ninja Turtles,and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products.If this is true,what strategy were these companies employing?

A)press conferences
B)the management of publicity
C)press releases
D)video news releases
E)sponsorships

Question 46

Which of the following is a method suggested by the text for measuring the effectiveness of public relations activities?

A)number of customer complaints
B)public opinion and surveys
C)sales
D)computer simulations
E)trend analyses

Question 47

Advantages inherent in the use of publicity include:

A)the perception of being endorsed by the media in which the publicity appears
B)significant word-of-mouth communication resulting from the publicity
C)high degree of credibility
D)strong news value
E)all of the above

Question 48

An article in the Financial Times about Iressa,a new lung cancer drug made by AstraZeneca,said the drug was not the miracle drug it was supposed to be.The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects.This is an example of:

A)an advertorial
B)negative publicity
C)controlled public relations
D)image advertising
E)negative lobbying

Question 49

Communications activities designed to promote a firm overall,without reference to a specific product,are called:

A)corporate advertising
B)advocacy advertising
C)advertorials
D)lobbying
E)continuity advertising

Question 50

According to the text,Harold Mendelsohn suggests that to achieve attitude modification throughout public relations campaigns,an organization should use:

A)the team approach
B)the reach/frequency system
C)the traditional public relations activities
D)a highly credible spokesperson
E)publicity only

Question 51

Why is publicity considered by many marketers to be the strongest form of marketing communications?

A)its effectiveness at completing the communications process
B)its ability to make or destroy a brand.
C)the fact that consumers perceive the communication as biased
D)the ease with which it is coordinated with other communications activities
E)the positive image it always attaches to products and organizations

Question 52

ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the scope of its products.Headline "Sometimes a name change can make a big difference." The ad showed photographs of stars who had changed their names and made no mention of what services the corporation offers.This ad is an example of:

A)corporate advertising
B)advocacy advertising
C)advertorials
D)lobbying
E)continuity advertising

Question 53

Which of the following would NOT be a criterion used to measure the effectiveness of a public relations campaign?

A)a comparison of the number of positive and negative articles appearing on the subject
B)a counting of the number of positive articles appearing in a medium
C)a counting of the number of negative articles appearing in a medium
D)a counting of the number of persons in the target audience for the messages
E)a determination of the total number of impressions the campaign created

Question 54

The two major problem areas that most commonly inhibit the effectiveness of publicity are:

A)timing and accuracy
B)reach and frequency
C)media time and space
D)encoding and decoding
E)measurement and reach

Question 55

External audits of a financial investment company would be conducted by:

A)its investors
B)a public relations specialist hired specifically to conduct the audit
C)top managers within the marketing department
D)media specialists
E)creatives

Question 56

All of the following are suggested as means for effective analysis of public relations programs EXCEPT:

A)internal audits
B)the team approach
C)the test market theorem
D)external audits
E)MBO (management by objectives)

Question 57

Which of the following best reflects an example of corporate advertising?

A)Revlon's use of the actress that plays Buffy,the vampire slayer,as a spokesperson
B)Toyota promoting its concern for the environment
C)Titleist golf equipment signing of golfer Tiger Woods as a spokesperson
D)M&M conducting a contest to determine the new color for M&M candies
E)Haven Funeral Home giving out free calendars to all of its regular customers

Question 58

Which of the following communications methods is potentially the most powerful?

A)sales promotions
B)advertorials
C)specialty advertising
D)publicity
E)advocacy advertising

Question 59

Why is publicity viewed as being so much more important than advertising,sales promotion,or other forms of public relations?

A)control of the message
B)timing of the message
C)credibility of the message
D)accuracy of the message
E)all of the above

Question 60

Internal audits of a financial investment company would be conducted by:

A)the Securities and Exchange Commission
B)the Federal Trade Commission
C)a public relations specialist commissioned to do the job
D)top managers within the marketing department
E)community watchdog organizations

Question 61

McDonald's sponsorship of the Ronald McDonald House,where families of hospitalized children can stay free of charge,is an example of:

A)advocacy advertising
B)cause-related marketing
C)publicity
D)advertorial marketing
E)transactional marketing

Question 62

An American Airlines ad shows a golf ball laying at a green.The copy reads,"It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground.We,however,understand completely." This ad shows American Airlines creating an image of safety for itself.It is an example of which type of image advertising?

A)recruitment ads
B)sponsorships
C)paid positive publicity
D)general positioning ads
E)financial support ads

Question 63

Which of the following describes a potential benefit associated with cause-related marketing?

A)product differentiation
B)increased sales
C)increased profits
D)positive image effects
E)all of the above

Question 64

sponsor a car on the NASCAR racing circuit?

A)to build equity and gain affinity with its target market
B)to show its position on sports marketing
C)to create a generic positioning strategy
D)to further segment its target market
E)to reduce its overall promotional expenses

Question 65

Which of the following is NOT an example of image advertising?

A)recruitment ads
B)sponsorships
C)paid political announcements
D)general positioning ads
E)financial support ads

Question 66

Mobil Oil ran an ad in which it addressed the potential problem of global warming.The ad encouraged others to take time to truly understand the problem and to not act hastily.This ad is an example of:

A)advocacy advertising
B)publicity
C)a sponsorship
D)public relations advertising
E)image advertising

Question 67

In an ad,Toyota explained its Global Earth Charter,which has led to the recycling of 376 million pounds of steel annually and an aggressive recycling program keeps 18 million pounds of other scrap metals from landfill.It is an example of which type of image advertising?

A)recruitment ads
B)sponsorships
C)paid positive publicity
D)general positioning ads
E)financial support ads

Question 68

and safe teen driving.This ad was an example of:

A)advocacy advertising
B)cause-related marketing
C)publicity
D)advertorial marketing
E)transactional marketing

Question 69

If you follow college football you may have noticed over the years that bowl games are using large corporation names such as the Nokia Sugar Bowl.What type of advertising is being used when a large corporation like Nokia sponsors a college bowl game?

A)advocacy advertising
B)image advertising
C)issue advertising
D)cause-related advertising
E)advertorial marketing

Question 70

Which of the following is NOT an advantage associated with corporate advertising?

A)potential good will
B)its use as a potential positioning vehicle
C)benefits from public relations
D)the ability to reach people different from those reached by other types of advertising
E)consistent effectiveness

Question 71

Corporate advertising,an extension of the public relations function,is considered controversial because:

A)consumers are not interested in this form of advertising
B)a belief held by consumers and critics that the only reason firms engage in corporate advertising is because they are in trouble
C)corporate ads are considered a costly form of self-indulgence on the part of top managers
D)corporate ads do not appeal directly to anyone,and the logical conclusion is that they are a waste of money
E)of all of the above reasons

Question 72

When Allstate refers to itself as "The good hands people," this is an example of:

A)positioning advertising
B)recruitment advertising
C)advocacy advertising
D)public relations
E)publicity

Question 73

Which of the following is NOT an example of a corporate advertising objective?

A)to help to ease consumer uncertainty for a newly deregulated company
B)to reach targeted goals for specific branded products
C)to establish identity for a parent firm
D)to smooth labor relations
E)to boost employee morale

Question 74

While still seeking the objective of portraying an image for the company or organization,_____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself.

A)advocacy advertising
B)publicity
C)a sponsorship
D)public relations advertising
E)image advertising

Question 75

The Ketchum Effectiveness Yardstick is a:

A)strategic approach to the measurement of public relations results
B)method of measuring the effectiveness of sales promotion combined with advertising
C)method for determining the degree of brand awareness created
D)strategic approach to studying the impact of dyadic communications
E)method used to determine the optimal level of publicity

Question 76

When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund,this is an example of:

A)advocacy advertising
B)publicity
C)specialty advertising
D)a paid public relations activity
E)event sponsorship

Question 77

Cause-related marketing refers to:

A)all advertising designed to cause sales
B)all advertising designed to cause attitude change
C)the linking of companies with charities with the former being a contributing sponsor to the latter
D)corporate advertising designed to change the image of an organization
E)none of the above

Question 78

To be effective image advertising also requires:

A)quality products
B)sound financial practices
C)good corporate citizenship
D)innovation
E)All of the above

Question 79

Which of the following statements about cause-related marketing is true?

A)Cause-related marketing is designed to enhance the organization's image.
B)Cause-related marketing has been shown to increase sales.
C)Many consumers support cause-related marketing.
D)A majority of consumers believe cause-related marketing is designed for the sole purpose of boosting the firm's image.
E)All of the above statements about cause-related marketing are true.

Question 80

Which of the following statements about advocacy advertising is true?

A)Only small firms employ this form of advertising.
B)Companies such as AT&T and Mobil commonly employ advocacy ads.
C)Advocacy ads are always used in conjunction with cause-related marketing.
D)Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling.
E)Advocacy ads are not a controversial form of advertising.