Question 1

The affective component of attitude towards the organisation is called:&#10;A) Image.&#10;B) Cognition.&#10;C) Reputation.

Accepted Answer

The affective component of attitude towards an organization is referred to as its "Image." This component encompasses the feelings or emotions that individuals associate with the organization, such as pride, admiration, or affection.

Question 2

How we think others see the organisation is called:&#10;A) Mirror image.&#10;B) Wish image.&#10;C) Current image.

Accepted Answer

Mirror image refers to how individuals within an organization believe outsiders perceive the organization.

Question 3

Which of the following is NOT part of adding corporate value?&#10;A) Strong corporate image.&#10;B) Retention of profits for future investment.&#10;C) Distribution of profits to shareholders.

Accepted Answer

Adding corporate value often involves strategies that enhance the company's long-term interests and growth potential, such as building a strong corporate image and retaining profits for future investment. Distribution of profits to shareholders, while beneficial in the short term, does not inherently add to the corporate value in terms of growth or development.

Question 4

Which of the following is NOT part of profit maximisation?&#10;A) Cutting costs.&#10;B) Long-term growth.&#10;C) Short-term focus.

Accepted Answer

Profit maximization primarily focuses on generating the highest possible profit in the short term, often through means such as cutting costs and increasing revenue. Long-term growth, while important for the sustainability of a business, is not the main focus of profit maximization strategies, which tend to prioritize immediate financial gains.

Question 5

What is PR?&#10;A) The management of corporate image through manipulation of the media.&#10;B) The management of corporate image through the management of relationships with the organisation's publics.&#10;C) The management of corporate media through selective dissemination of information.

Accepted Answer

Public Relations (PR) is primarily focused on managing an organization's image by fostering positive relationships with its various publics, including customers, employees, investors, and the general public. This involves a strategic communication process that builds mutually beneficial relationships between organizations and their publics, rather than merely manipulating media or selectively disseminating information.

Question 6

Which of the following is NOT a tool of PR?&#10;A) Corporate advertising.&#10;B) Sponsorship.&#10;C) Sales promotion.

Accepted Answer

Sales promotion is primarily a marketing strategy focused on short-term incentives to encourage purchasing or sales of a product or service, which is distinct from public relations (PR) strategies like corporate advertising and sponsorship that aim to build and maintain a positive image among the public or specific target audiences.

Question 7

A newsletter is an example of:&#10;A) Corporate advertising.&#10;B) House journal.&#10;C) Corporate responsibility.

Accepted Answer

A newsletter is typically considered a type of house journal, as it is a publication produced by a business or organization for its employees, customers, or other stakeholders to communicate news, updates, and information.

Question 8

During 2004, sponsorship was estimated to be approximately:&#10;A) Between &#163;1500m and &#163;2000m.&#10;B) Between &#163;4m and &#163;8m.&#10;C) Between &#163;40m and &#163;80m.

Accepted Answer

During 2004, sponsorship was estimated to be in the range of £1500m to £2000m, indicating a significant investment in this area. This range suggests that sponsorship was a major industry, likely involving a wide array of events, teams, and individual sponsorships across various sectors.

Question 9

Which of the following is NOT a criterion for considering sponsorship:&#10;A) The sponsorship must be economically viable.&#10;B) The event should be consistent with the brand image of the organisation.&#10;C) The sponsorship should benefit a charity.

Accepted Answer

Sponsorship decisions are primarily based on economic viability and brand image consistency. Benefiting a charity, while potentially a positive outcome, is not a criterion for considering sponsorship.

Question 10

A group of people within the organisation who are prepared for dealing with the Press in the event of a disaster is called:&#10;A) The A team.&#10;B) The Dream team.&#10;C) The Crisis team.&#10;Frankfurt Pump revisited.

Accepted Answer

The Crisis team is specifically prepared and trained to handle communication and other necessary actions in the event of a disaster, including dealing with the press to manage the flow of information and maintain the organization's reputation.

Deck 16: Corporate Reputation Management