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

Question 1

An article about how fashion retailer Vanity Stores has launched a text messaging-based sweepstakes to promote singer Carrie Underwood's new album is an example of publicity.

Answer 1

True

Question 2

Cause marketing occurs when a company such as Avon donates part of its profits to breast cancer research.

Answer 2

True

Question 3

Venue marketing has had little influence on sports marketing because most professional sports teams prefer to retain ownership of their stadiums.

Answer 3

False

Question 4

Both advertising and public relations objectives can be carefully placed to achieve and measure specific reach and frequency objectives.

Question 5

A video news release is prepared by the company and offered to television stations for a fee.

Question 6

Most modern companies are public relations oriented since their main focus is on the bottom-line.

Question 7

Most public relations people engage in press agentry.

Question 8

Studies show that very few Americans approve of corporate sponsorship in the area of professional sports.

Question 9

Effective PR is an ongoing process that builds positive relationships.

Question 10

Public relations efforts are used to rally public support and respond to inquiries.

Question 11

The term public relations is widely misunderstood and misused because its scope is so broad.

Question 12

One of the benefits of co-sponsorships is the absence of clutter.

Question 13

You are likely to find feature articles in trade journals.

Question 14

A house organ is a publication about happenings and policies at the company.

Question 15

Public relations (PR) practitioners often engage in speechwriting.

Question 16

Ambush marketing involves an official event sponsor placing its logos in all areas of a stadium.

Question 17

Public affairs usually requires a specialist to deal with elected officials and community groups.

Question 18

The goal of community involvement is to develop a crisis management plan that incorporates all shareholders.

Question 19

A media kit is the most widely used public relations (PR) tool.

Question 20

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

Question 21

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

A) mass media advertising.
B) image management.
C) corporate blogging.
D) social media.
E) publicity.

Question 22

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

A) Growth of new publics due to globalization
B) Impact of social media on PR activities
C) Development of new PR guidelines
D) Increased use of IMC programs
E) Demand for more PR oversight

Question 23

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?

A) Human resources management
B) Image management
C) Public relations
D) Corporate identity advertising
E) Relationship management

Question 24

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

A) marketing tool to promote sales of the company's products or services.
B) communication function that is essential during times of bad publicity.
C) umbrella process for managing relationships with company stakeholders.
D) activity used in combination with other types of sales promotion efforts.
E) task that can be performed only by a professional public relations expert.

Question 25

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

A) relationship marketing.
B) corporate promotion.
C) ambush marketing.
D) marketing public relations.
E) joint promotion.

Question 26

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

A) Develop a crisis-management plan
B) Develop press releases for all conceivable events
C) Differentiate the company from others in the industry
D) Plan and execute the company's public relations program
E) Convince the organization's publics of the company's value

Question 27

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

A) Publics
B) Distributors
C) Stockholders
D) Feedback base
E) Cause marketers

Question 28

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

Question 29

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

A) Integrated marketing communications
B) Marketing public relations
C) Reputation management
D) Opinion sampling
E) Positioning

Question 30

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

Question 31

Reputation management:

A) is a subset of promotional planning.
B) produces a short-term change in public opinion.
C) includes both publicity and press agentry.
D) is a tactic rather than a communication strategy.
E) is a component of crisis communications management.

Question 32

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.

A) negative publicity coercion
B) reputation management
C) marketing public relations
D) manipulative communications
E) image reduction management

Question 33

The primary media used for corporate advertising are trade journals.

Question 34

Unlike advertising, public relations activities are:

A) highly credible.
B) easy to quantify.
C) extremely precise.
D) memorable due to repetition.
E) able to gain specific reach objectives.

Question 35

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:

A) crisis management scaling.
B) reputation management.
C) random block designs.
D) opinion sampling.
E) positive publicity.

Question 36

Recruitment advertising is a form of corporate advertising.

Question 37

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.

A) press agentry
B) crisis management
C) marketing public relations
D) manipulative communications
E) integrated marketing communications

Question 38

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

A) Maintaining a positive reputation
B) Building goodwill with publics
C) Integrating sales promotions
D) Improving public opinion
E) Responding to inquiries

Question 39

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

Question 40

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

A) Many PR communications are in the form of news articles or features stories.
B) All PR communications are verified and researched by independent agencies.
C) Most PR communications are openly sponsored and paid for by large firms.
D) PR communications are limited to non-profit organizations.
E) PR communications are highly specific.

Question 41

The Florida Swimming Pool Association hired a full-time government relations specialist whose job will be to support or thwart legislation that affects the association's members. One of the specialist's first jobs is to deal with a proposed law requiring hard-wire alarm systems in all pools. This government relations specialist will most likely be engaged in:

A) reputation management.
B) lobbying.
C) crisis management.
D) consumerism.
E) press agentry.

Question 42

_____ refers to persuading government officials to promote administrative action or legislation in the interest of the client.

A) Persuasive communication
B) Lobbying
C) Informative communication
D) Consumerism
E) Press gentry

Question 43

Which of the following statements about publicity is most likely true?

A) Publicity is completely free.
B) All publicity is good for the company being publicized.
C) Publicity need not be newsworthy to be effective or to attract media attention.
D) When publicity is run, the media bills the organization for the space or time.
E) Publicity has a good return on investment compared to other communications activities.

Question 44

Paparazzi may be the scourge of Hollywood stars, but Fraser Ross appreciates the mob of photographers. Ross, owner of the celebrity-friendly L. A. Boutique Kitson, said paparazzi shots of stars like Halle Berry shopping at his Robertson Boulevard store have helped to triple sales in the past year. Kitson is benefiting from:

A) publicity.
B) proactive news management.
C) reactive news management.
D) public relations.
E)communications distribution.

Question 45

_____ is the generation of news about a product, person, or service that appears in broadcast or print media.

A) Public relations
B) Opinion sampling
C) Reactive news management
D) Publicity
E) Communications distribution

Question 46

Mashti Malone's Ice Cream Shop has two exotic ice cream flavors-Mashti and Mehdi Shirvani. These ice cream flavors are made up of ingredients like rosewater, orange blossom, and ginger. The California-based shop never advertised as its co-owners were happy with word-of-mouth advertising. But when the Food Network got a whiff of its exotic delights and decided to run a piece on the ice cream shop, its sales quadrupled. The Food Network provided _____ for the ice cream shop.

A) public relations
B) proactive news management
C) reactive news management
D) publicity
E) communications distribution

Question 47

Which of the following terms refers to internal and external publications such as stockholder reports, newsletters, and dealer publications?

A) Promotional announcement
B) Corporate blog
C) Media bulletin
D) Feature article
E) House organ

Question 48

Which of the following is the most widely used PR tool?

A) A data warehouse
B) A press kit
C) A trade show
D) A house organ
E) A press release

Question 49

According to Johnson & Johnson, which of the following is the best action to take in the event of a disaster like the Tylenol poisonings?

A) Be open and candid
B) Refuse to talk to all media representatives
C) Select one media representative and give that person exclusive rights to the story
D) Use the federal government's public relations experts
E) Don't answer any questions until all the facts about the incident are known

Question 50

The goal of _____ is to develop a dialog between the company and the community.

A) community involvement
B) corporate advertising
C) advocacy advertising
D) lobbying
E) advertorials

Question 51

Press agentry refers to the:

A) act of publishing a publicity piece.
B) reciprocal arrangement established between publicists and the press.
C) gathering of marketing research to determine the best public relations strategy.
D) planning of activities and the staging of events to attract attention and to generate publicity.
E) maintenance of good relationships with the people who control what does and does not get media coverage.

Question 52

When a company is confronted with a crisis management situation it should:

A) actively cooperate with authorities in the investigation.
B) accept political assistance to minimize the entire issue.
C) always have the CEO address the media and the public.
D) avoid contacting large media organizations.
E) continue with normal promotions.

Question 53

A four-page article in Pallet Enterprise, a trade journal for the pallet and container industry, about the success of Jisco, a Korean nail company, would most likely be an example of a:

A) promotional message.
B) pro bono message.
C) communications organ.
D) feature article.
E) house bulletin.

Question 54

A _____ supports the publicity of special events such as press conferences, grand openings, and trade shows. It includes a basic fact sheet of information about the event, a program or schedule of activities, and a list of the participants and their biographical data.

A) feature article
B) house organ
C) media kit
D) news release
E) e-zine

Question 55

Along with its ad campaign to improve the relationship of the Raiders with the citizens of Oakland, the football team's agency issued a ____, which contained pictures and biographical data of all the players, quotes from fans, ticket prices, special promotions that would be held throughout the season, and a story about how wrong the Raiders had been to move to Los Angeles.

A) promotional announcement
B) communications bulletin
C) public relations package
D) publicity system
E) press kit

Question 56

The Rocks Build Our World program of National Asphalt Pavement Association (NAPA) includes both group tours of the company's corporate office facility and classroom visits targeted to fourth graders. The classroom visits start with some basic information on geology, mining methods, and the uses of minerals in everyday life. This is an example of:

A) press agentry.
B) sales promotion.
C) community involvement.
D) societal advertising.
E) advocacy advertising.

Question 57

In her PR job at TDX Manufacturing, Theresa is responsible for ensuring that the firm's brochures, news releases, and media kits are available on the firm's Web site. Theresa is most likely in charge of the firm's:

A) blog.
B) e-zine.
C) intranet.
D) online newsroom.
E) social media posts.

Question 58

In Tyrone's job in the PR department of GLB Manufacturing, Tyrone communicates frequently with state officials, local community groups, and federal regulatory agencies. Tyrone is most likely a(n):

A) press agent.
B) corporate blogger.
C) public affairs specialist.
D) crisis management expert.
E) organizational fundraiser.

Question 59

A _____ is one or more printed or electronic pages of information issued to generate publicity or shed light on a subject of interest.

A) feature article
B) house organ
C) press bulletin
D) media announcement
E) news release

Question 60

The solar power industry spent $200 million to persuade government officials to support legislation that would promote solar power usage. Which term best describes the activities of the solar power industry?

A) Consumerism
B) Public relations advertising
C) Ambush marketing
D) Lobbying
E) Cause marketing

Question 61

When writing a news release, you should most likely:

A) not waste paper by using wide margins.
B) call to see if the editor has received your release.
C) write a headline that signals the key facts of the story.
D) provide all of the information that may be useful because length is not an issue.
E) place the most important information toward the end, so that it is easier for the reader to remember.

Question 62

The Rome Braves, a Minor League Baseball team, plays its home games in State Mutual Stadium, named for and sponsored by the insurance company. This is an example of:

A) venue marketing.
B) reputation marketing.
C) guerrilla marketing.
D) ambush marketing.
E) reactive marketing.

Question 63

A company most likely uses an advertorial to:

A) raise funds.
B) clarify a trademark.
C) change public opinion.
D) promote a new product.
E) attract employment applications.

Question 64

Avalon Hill, a game company, publishes The Avalon Hill General, a newsletter that contains no outside advertising and features news, strategy articles, and essays on game design. Which of the following terms best describes The Avalon Hill General?

A) Promotional announcement
B) Corporate blog
C) Media bulletin
D) Feature article
E) House organ

Question 65

Which of the following terms refers to a magazine published online or sent by e-mail?

A) Corporate blog
B) News release
C) Media kit
D) E-zine
E) Bulletin

Question 66

Which of the following statements is most likely true about video news releases (VNRs)?

A) Video news releases are always developed and produced by outside agencies to prevent bias.
B) Video news releases are offered to local and national TV stations for a nominal fee.
C) Sometimes video news releases are criticized because they are too short.
D) Often video news releases are developed by the station's news staff.
E) Video news releases are sometimes viewed as subtle commercials.

Question 67

_____ is a partnership between a for-profit company and a non-profit organization, which increases the company's sales while raising money and visibility for the organization's mission.

A) Sponsorship
B) Ambush marketing
C) Venue marketing
D) Social networking
E) Cause marketing

Question 68

A few years ago, Jiffy Lube began a marketing campaign, which encouraged women to focus on their cardiovascular health. Jiffy Lube's "Maintenance Partners for Life" combines the concepts of maintaining heart and vehicle health, while seeking to raise $1 million in support of the American Heart Association's "Go Red for Women" campaign. Jiffy Lube is engaging in:

A) cause marketing.
B) societal marketing.
C) philanthropy.
D) ambush marketing.
E) venue marketing.

Question 69

Which of the following would most likely be used by the PR staff of a firm to provide information to employees about meetings, construction plans, or new equipment?

A) Exhibit
B) Bulletin board
C) Viral marketing
D) News release
E) Venue marketing

Question 70

_____ advertising is used to communicate a company's views on issues that affect society or business.

A) Advocacy
B) Social
C) Philanthropic
D) Environmental
E) Cause

Question 71

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

A) Venue marketing
B) Reputation marketing
C) Guerrilla marketing
D) Ambush marketing
E) Reactive marketing

Question 72

_____ is a promotional strategy non-sponsors use to capitalize on the popularity or prestige of an event or property by giving the False impression that they are also sponsors.

A) Proactive sponsorship
B) Viral promotion
C) Venue promotion
D) Ambush marketing
E) Reactive sponsorship

Question 73

_____ is support of a cause without any commercial incentive.

A) Community involvement
B) Philanthropy
C) Ambush marketing
D) Sponsorship
E) Venue marketing

Question 74

A(n) _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with the property.

A) entertainment marketing event
B) philanthropic event
C) sponsorship
D) advocacy advertising piece
E) ambush marketing event

Question 75

Which of the following is the best way to evaluate the results of sponsoring a marathon?

A) Count the number of people who attended the event assuming they were all exposed to the company's name
B) Count the total number of advertisers participating in the event and dividing by the length of the event
C) Measure spending equivalencies between free media exposure and comparable advertising space or time
D) Take a survey of event attendees and ask if they recall seeing the company's name
E) Calculate the cost per thousand of putting up billboards across the entire marathon area

Question 76

Hudson Hardware was recently purchased by Colony Home Improvement Warehouse. Which type of advertising would most likely help Colony Home Improvement Warehouse introduce itself to Hudson Hardware's customers who are unfamiliar with the Colony Home Improvement Warehouse name and logo?

A) Image
B) Advocacy
C) Umbrella
D) Recruitment
E) Corporate identity

Question 77

Which of the following statements describes a benefit of sponsorship?

A) There is little clutter associated with co-sponsorships.
B) Sole sponsorships are inexpensive.
C) It is relatively easy to gauge the effectiveness of a sponsorship.
D) Sponsorship effects are easily separated from the effects of promotions.
E) Sponsorships can rapidly convert fan loyalty into sales.

Question 78

Which type of sponsorship is most common in North America?

A) Annual events
B) Entertainment
C) Causes
D) Sports
E) Arts

Question 79

When ExxonMobil, a company that has been accused of environmental insensitivity, runs an ad that highlights its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund, ExxonMobil is most likely engaged in _____ advertising.

A) corporate identity
B) recruitment
C) public relations
D) public affairs
E) umbrella

Question 80

Carlson Hotels Worldwide is one of the world's leading hotel companies with five brands spanning luxury to economy, including Radisson Hotels and Country Inns. In the first advertising campaign for Carlson Hotels, its commitment to service was extolled and a loyalty program that allowed guests to earn redeemable points when they stayed at any Carlson Hotel was introduced. This is an example of _____ type of corporate advertising.

A) umbrella advertising
B) cause-related marketing
C) self-promotion
D) advocacy advertising
E) recruitment advertising