Question 1

Public relations seeks to build goodwill with all the organisation's various publics.Public groups that represent potential targets for the company's PR messages are likely to include local communities,news media,legislators and government and shareholders.

Accepted Answer

Public relations aims to create and maintain positive relationships with various groups such as communities, media, government, and stakeholders.

Question 2

Advertising is moving away from ________ and towards ________.

Accepted Answer

The answer of Advertising is moving away from ________ and...

Question 3

One of the tools a public relations department may use is ________,whereby they deal with legislators and government officials to promote or defeat legislation and regulation.

Accepted Answer

The answer of One of the tools a public relations...

Question 4

Corporate sponsored conferences,press tours,laser shows,hot air balloons and educational programs designed to reach and interest target publics are examples of ________.

Accepted Answer

These are all examples of special events, which are organized by companies to promote their products or services, build brand awareness, and establish or maintain relationships with target publics. Sales promotion refers to short-term incentives that are designed to encourage customers to buy a product or service, direct marketing involves communicating directly with individual customers or prospects, relationship marketing is a long-term strategy focused on building strong connections with customers, and general promotions is not a specific marketing term.

Question 5

Marketing communications that take advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities is known as ________ marketing

Accepted Answer

The marketing communication that takes advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities is known as buzz marketing.

Question 6

Although some media research companies such as Nielsen are beginning to measure levels of television ________ ________,such measures are hard to come by for most media.

Accepted Answer

The answer of Although some media research companies such as...

Question 7

A company's website can be an important public relations vehicle.

Accepted Answer

A company's website can help shape public perception of their brand, communicate company information and updates, and engage with customers and stakeholders. It can also be a useful tool for crisis management and addressing issues or concerns. Therefore, a company's website can be an important public relations vehicle.

Question 8

The four principal metrics used to measure media effectiveness in current use are ________,________,________ and ________.

Accepted Answer

The answer of The four principal metrics used to measure...

Question 9

Public relations typically captures only a small portion of the overall marketing budgets.

Accepted Answer

Public relations is just one part of the overall marketing strategy, which may also include advertising, sales promotions, and other communications activities. Therefore, PR budgets are typically smaller than overall marketing budgets.

Question 10

Buzz marketing takes advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities.

Accepted Answer

Buzz marketing relies on word-of-mouth and consumers sharing information about a product or service within their social networks.

Quiz 11: Additional Pricing Considerations