Question 1

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

Accepted Answer

Press relations involves presenting news and information about the organization in the most positive light to the news media.

Question 2

Although newspapers are timely and pervasive,magazines are typically more effective at building user and usage imagery.

Accepted Answer

Magazines often have a specific focus or niche, allowing them to create a strong brand image and connect with their target audience on a deeper level, leading to more effective user and usage imagery. Newspapers, on the other hand, prioritize timeliness and broad coverage, which can make it more difficult to create a strong brand image.

Question 3

Persuasive advertising aims to create brand awareness and knowledge of new products or new features of existing products.

Accepted Answer

Persuasive advertising primarily aims to influence the audience's feelings, beliefs, or behavior by convincing them to purchase a product or service, rather than just creating awareness or imparting knowledge.

Question 4

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Accepted Answer

This is a definition of advertising objective as widely accepted in the advertising industry.

Question 5

Reinforcement advertising aims to stimulate repeat purchase of products and services.

Accepted Answer

The answer of Reinforcement advertising aims to stimulate repeat purchase...

Question 6

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

Accepted Answer

Public relations involves using various tools and tactics to manage and improve the public perception of a company, its brand, or its products. Such tools typically include media relations, social media management, influencer marketing, events and sponsorships, crisis management, and other forms of communication aimed at building and maintaining positive relationships with key stakeholders. While advertising, sales promotion, personal selling, and direct marketing can be important components of an overall marketing mix, they are more focused on generating sales and driving short-term revenue than on shaping the company's overall image or reputation.

Question 7

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

Accepted Answer

Supply-side methods focus on the extent of media coverage and other direct outputs of the sponsorship activity, rather than consumer perceptions or sales impacts.

Question 8

JBJ Sports is a leading sports goods maker.It has recently initiated a program in association with the Children of God Foundation,which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh.The company plans to donate $1 for every item it sells in the SEA market.Also,JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear.Which of the following best describes the motivation for JBJ's involvement in the program?

Accepted Answer

JBJ's involvement in the program is motivated by their commitment to the community and promoting social issues, specifically promoting nutritional awareness and education for young children from Bangladesh. This is evidenced by their donation of $1 for every item sold and their use of professional sports teams to promote the Children of God Foundation's logo on their gear.

Question 9

Print advertising (newspapers and magazines)is generally acknowledged as the most powerful advertising medium.

Accepted Answer

While print advertising can still be effective, it is no longer considered the most powerful advertising medium. Digital advertising, including social media ads and search engine marketing, has surpassed print advertising in terms of its reach and targeting capabilities.

Question 10

If the product class is mature,then the advertising objective is to convince the market of the brand's superiority.

Accepted Answer

The answer of If the product class is mature,then the...

Question 11

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

Accepted Answer

The demand-side method focuses on measuring the direct impact of sponsorship on consumers, including their brand knowledge and perception of the sponsor. Therefore, the most relevant parameter for measuring sponsorship effectiveness using demand-side methods is the influence on consumers' brand knowledge of the sponsor.

Question 12

The easiest measure of marketing public relations effectiveness is ________.

Accepted Answer

The number of exposures carried by the media is considered the easiest measure of marketing public relations effectiveness because it is straightforward to quantify and track, unlike the other options which require more complex analysis and may not directly correlate to the effectiveness of public relations efforts.

Question 13

Which of the following describes the public relations function of lobbying?

Accepted Answer

Lobbying involves dealing with legislators and government officials to promote or defeat legislation and regulation, which falls under the public relations function of advocacy. Sponsoring efforts to publicize specific products (A), advising management about public issues, and company positions and image during good times and bad (B), presenting news and information about the organization in the most positive light (C), and promoting understanding of the organization through internal and external communications (E) are all other functions of public relations that do not necessarily involve lobbying.

Question 14

Audi models featured prominently in the 2010 blockbuster Iron Man 2,including main character Tony Stark's personal R8 Spyder.Which of the following is the most rational explanation for Audi's decision to associate itself with the movie?

Accepted Answer

The answer of Audi models featured prominently in the 2010...

Question 15

Which of the following is a medium of visual identity for a company?

Accepted Answer

The answer of Which of the following is a medium...

Question 16

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

Accepted Answer

Publicity is the act of securing free editorial coverage in print, broadcast, or online media to promote a product, service, idea, place, person, or organization. It is different from advertising, which involves paid promotional messages. Publicity aims to generate positive publicity, awareness, and interest in the subject without paying for it. Media planning, communication design, and copy testing are not related to securing editorial space.

Question 17

Brands in highly-differentiated product classes require heavy advertising to establish a differential image.

Accepted Answer

The answer of Brands in highly-differentiated product classes require heavy...

Question 18

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

Accepted Answer

Corporate communications involves promoting understanding of the organization through internal and external communications, which is the function performed by a company's public relations department. Lobbying involves attempting to influence government officials or legislators on behalf of the organization. Press relations involves working with journalists to secure media coverage. Product publicity involves promoting specific products or services through media coverage. Counseling involves advising the organization on public relations strategies and tactics.

Question 19

Established brands are usually supported with lower advertising budgets,measured as a ratio to sales.

Accepted Answer

Established brands often have lower advertising budgets as a ratio to sales because they already have significant market presence and customer base, reducing the need for high advertising spending to maintain their position.

Question 20

When a public relations department of a company advises management about public issues,and company positions and image during good times and bad,it is performing the function of ________.

Accepted Answer

The function described in the question is counseling, which is the act of providing guidance and advice on public issues and the company's image, both during good times and bad. Choices B, C, D, and E are all related to different aspects of public relations, but they do not fully capture the role of advising management on these issues.

Quiz 18: Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations