Question 1

All of the following are criticisms of the public relations field except:

Accepted Answer

The fact that practitioners belong to a professional association is not a criticism of the field. The other options are all valid criticisms of the PR field.

Question 2

Publicity tools are:

Accepted Answer

Publicity tools are methods of obtaining non-personal presentation of an organization, good, or service without direct cost. News releases, news conferences, and public service announcements are examples of publicity tools. Option A describes advertising tools, option B describes sales promotion tools, and option C describes cause-related marketing.

Question 3

The Globe and Mail offers Ford a 10 percent discount on running their advertisement in the Globe Drive section if Ford can show that they received a 2 percent increase in leads because of the ad. This is an example of a(n):

Accepted Answer

This offer is an example of a merchandise allowance, which is a discount offered to encourage the purchase, display, or promotion of a particular product. In this case, the discount is being offered in exchange for evidence that the advertisement has generated more leads for Ford's product.

Question 4

The concept of delivering media messages in a way that increases the likelihood of reaching more people with a message close to the time of their purchase decision is known as:

Accepted Answer

Recency refers to the concept of delivering media messages close to the time of a consumer's purchase decision, which increases the likelihood of the message being effective. Sales promotion refers to short-term incentives aimed at encouraging immediate purchases, rating is a measure of the size of an audience, and reach refers to the number of people who have been exposed to a message.

Question 5

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

Accepted Answer

Product placement involves the intentional integration of a product or brand into an entertainment property such as a movie or TV show. The frequent appearance of Snapple on Roswell is likely a deliberate product placement.

Question 6

TransWave International is a small company that has developed a system that uses the web and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in North America as more natural gas lines are being laid near populous centers. The timing is right for this company to be extremely successful, but it must make itself known to oil companies. One method it used was an article about the company in Business 2.0 magazine. This article described the
Company, what its product could do, and why the product was needed. The article was an example of:

Accepted Answer

The article in Business 2.0 magazine is an example of publicity, which is a form of free media coverage that can generate awareness and interest in a company or product. It differs from advertising because it is not paid for by the company and is not necessarily under its control. In this case, the article helped to promote TransWave International and its pipeline leak detection system to potential customers in the oil industry.

Question 7

Three commonly used trade promotions are:

Accepted Answer

The answer of Three commonly used trade promotions are:
...

Question 8

A hardware store owner placed an advertisement for Sylvania light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost of the advertisement. Sylvania was________ using in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product.

Accepted Answer

Cooperative advertising is the practice of manufacturers or suppliers sharing the cost of local advertising with their resellers. In this case, Sylvania is sharing 50 percent of the cost of the advertisement with the hardware store owner and providing them with high-quality sample advertisements to encourage better advertising quality and quantity.

Question 9

Programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are known as:

Accepted Answer

Cooperative advertising programs involve a manufacturer and retailer working together to promote the manufacturer's products, with the manufacturer typically paying a percentage of the retailer's advertising expenses. Trade promotion programs involve incentives to encourage retailers to purchase and promote the manufacturer's products, while cause-related marketing programs involve a partnership between a company and a nonprofit organization to promote causes and products. Consumer promotion programs involve incentives to encourage consumers to purchase the manufacturer's products.

Question 10

The frequent appearance of the Ford Explorer on the hit series 24 is an example of:

Accepted Answer

The frequent appearance of the Ford Explorer on the hit series 24 is an example of product placement, which is a type of advertising strategy where a brand's product is integrated into a TV show, movie, or other media content. In this case, the Ford Explorer is featured in the show as a means of generating exposure and brand awareness.

Question 11

Advanced technology may soon allow a shopper, who is looking at different choices of canned spaghetti sauce at Loblaws, to receive an ad from Prego spaghetti sauce describing the advantages of their brand over the house brand. This is an example of:

Accepted Answer

This scenario describes just-in-time communications, which is a type of targeted advertising that is delivered to consumers in real-time based on their current behavior or location. The shopper's physical presence in the store and browsing of the spaghetti sauce options triggers the delivery of the ad from Prego, which is designed to influence their purchase decision in favor of that brand.

Question 12

An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

The announcement of Bayer's plan to sell its household insecticide business is an example of a news release, which is a type of publicity tool used to disseminate information and news about a company or organization to the media and the public. This type of announcement is typically aimed at generating media coverage and interest in the company or its products or services.

Question 13

The frequent appearance of the Sears Wish Book Catalogue on the Schitt's Creek TV show is an example of:

Accepted Answer

The appearance of the Sears Wish Book Catalogue on the show is a clear example of product placement, as it is featured prominently and repeatedly throughout the series. Product samples, deals, and premiums typically involve a more direct exchange between a brand and its consumers, whereas product placement is designed to integrate the brand more subtly into the show's content.

Question 14

A news conference is a(n):

Accepted Answer

A news conference is specifically intended for representatives of the media to receive information and ask questions. It is not a meeting of executives, a free space in a publication, or a lobbying tool.

Question 15

Trade-oriented sales promotions are:

Accepted Answer

Trade-oriented sales promotions are promotions aimed at wholesalers, retailers, or distributors to support a company's advertising and personal selling efforts. Examples include trade shows, display allowances, and trade allowances. These promotions are not aimed at end consumers, but instead, they aim to incentivize trade partners to promote and sell the company's products. Option A describes public relations activities, option B describes cause-related marketing, and option D describes advertising.

Question 16

When Lenovo computers pays half the shipping costs that Best Buy incurs when picking up ten skids of new computers from Lenovo's warehouse, Lenovo is offering a:

Accepted Answer

The answer of When Lenovo computers pays half the shipping...

Question 17

MojoMax Health, a maker of an all-natural recovery product, sends their founder to Goodness Me! to discuss with the floor staff how best the product should be sold. This is an example of:

Accepted Answer

This scenario describes a trade-oriented sales promotion, where the manufacturer is working with the retailer (Goodness Me!) to determine the best way to sell the product in-store. Manufacturers' promotions and consumer promotions typically involve advertising or promotional offers directly to the end consumer, while sales promotions tend to refer specifically to limited-time offers or discounts on products.

Question 18

Pepsi offers one free pack of Doritos chips for every ten cases of Diet Pepsi purchased. This is an example of a:

Accepted Answer

This is a case allowance, as it is a promotion in which a free pack of chips is offered for every ten cases of a specific product purchased.

Question 19

In planning and obtaining publicity, a frequently used tool is the:

Accepted Answer

A news release, also known as a press release, is a common tool used in public relations to announce news, information, or events related to an organization or its products/services. It is a written statement that is sent to media outlets to generate coverage and publicity. News releases are cost-effective and can reach a wide audience if picked up by multiple media outlets. Double-page spreads, trade shows, and infomercials are also useful tools but are less commonly used in obtaining publicity.

Question 20

While reading the newspaper, Belinda noticed an advertisement containing manufacturer's coupons from Hewlett-Packard (HP)redeemable only at Walmart stores. This ad is an example of a:

Accepted Answer

This is an example of cooperative advertising, where two companies collaborate to promote their products through shared advertising expenses. HP and Walmart are collaborating to offer coupons for HP products exclusively at Walmart stores.

Quiz 17: Advertising, Sales Promotion, and Public Relations