Question 1

Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________.
A) building anticipation for the book's release
B) providing the back story on the upcoming film version
C) embargoing any hint of the book's plot
D) investing heavily in conventional advertising strategies
E) limiting supply of the book in its first week of sales

Accepted Answer

Public relations played a major role in the successful publication of the final installation of the Harry Potter books by building anticipation for the book's release.

Question 2

The term marketer refers to the ________.
A) advertising agency developing a product campaign
B) public relations firm in contact with media organizations
C) organization that has the product, service, or idea it desires to sell
D) purchaser of a good or service
E) media channels through which a product is promoted

Accepted Answer

The term marketer specifically refers to the organization that owns the product, service, or idea and wishes to sell it to consumers. This encompasses the activities and strategies involved in bringing the product to the market and ensuring its success.

Question 3

Marketing public relations is a unique form of marketing because ________.
A) marketers rely solely on non-media channels to disseminate their messages
B) consumer behavior is more reliable than with other forms of marketing
C) firms pay their public relations agencies only if they produce measurable results
D) it has almost entirely replaced advertising as a means of promotion
E) audiences are drawn to communication outlets where they gain access to information they crave

Accepted Answer

Marketing public relations is unique because it leverages the natural interest of the audience in certain information, making the communication more effective as it aligns with the audience's existing desires for specific knowledge or insights.

Question 4

Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?
A) The mass market has become more uniform in its needs and preferences.
B) The global market for goods and services is diminishing.
C) Advertising results are hard to measure.
D) Consumers are taking greater control of the communication process.
E) Most audiences have completely migrated away from television.

Accepted Answer

Consumers are increasingly seeking information on their own terms and using technology to control what messages they receive, making traditional advertising less effective. Public relations tactics, which often involve more direct and interactive forms of communication, are becoming more popular as they better align with how consumers prefer to receive information today.

Question 5

The "father" of modern public relations is ________.
A) Marshall McLuhan
B) Edward Bernays
C) Al Ries
D) Philip Kotler
E) Mark Zuckerberg

Accepted Answer

Edward Bernays is considered the "father" of modern public relations.

Question 6

Tools by which consumers create marketing messages and other brand exchanges themselves are collectively known as ________.
A) public relations
B) personal selling
C) consumer-generated marketing
D) brand advertising
E) publicity

Accepted Answer

Consumer-generated marketing refers to marketing messages and brand exchanges created by consumers themselves, often through social media, reviews, and other platforms.

Question 7

Identify one way public relations and consumer-generated marketing resemble each other.
A) Firms rely heavily on creating advertising campaigns in traditional media outlets.
B) Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer.
C) Companies have no tools with which to measure outcomes.
D) Consumers are totally in control of message creation.
E) Neither are elements in the promotional mix.

Accepted Answer

Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer.

Question 8

Consumer-generated marketing (CGM) ________.
A) is most effective in non-electronic communication environments.
B) emphasizes expensive, well-targeted advertising messages.
C) works best in large metropolitan areas.
D) relies solely on digital communication outlets.
E) encourages consumers to create marketing messages themselves.

Accepted Answer

Consumer-generated marketing encourages consumers to create and share their own marketing messages, often through digital platforms, leveraging their creativity and personal networks.

Question 9

How does MPR differ from conventional marketing?
A) MPR encourages media to voluntarily convey messages about products.
B) MPR emphasizes personal sales above all other elements of the promotional mix.
C) MPR concentrates on business-to-business marketing.
D) MPR eliminates the need for intermediaries.
E) There is no difference. MPR and conventional marketing are the same.

Accepted Answer

MPR (Marketing Public Relations) focuses on getting media to voluntarily convey messages about products, unlike conventional marketing which often involves paid advertising.

Question 10

In the MPR context, CGM is the abbreviation for ________.
A) consumer goods market.
B) cost of goods manufactured.
C) consumer generated marketing.
D) communication generated messages.
E) corporation general meeting

Accepted Answer

CGM in the MPR (Marketing Public Relations) context stands for Consumer Generated Marketing, which refers to marketing content created by consumers, often shared through social media and other platforms.

Question 11

________ occurs when consumers assume a large part of the promotional function.
A) Consumer activism
B) Public relations
C) Integrated marketing communication
D) Consumer-generated marketing
E) Brand management

Accepted Answer

Consumer-generated marketing occurs when consumers themselves play a significant role in the marketing of a product or brand, often through social media, reviews, or other forms of online engagement. This approach leverages the authentic voices of consumers to promote products or services.

Question 12

Blogs are a type of ________.
A) online measurement tool
B) organizational stakeholder
C) retail outlet
D) communication medium
E) software

Accepted Answer

Blogs serve as a platform for individuals or organizations to communicate and share information, making them a type of communication medium.

Question 13

________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services.
A) Publicity
B) Organizational communication
C) Promotion
D) Public relations
E) Personal selling

Accepted Answer

Promotion involves the coordination of a marketer's efforts to influence or persuade customers to purchase or consume more of a firm's products or services. This can include advertising, sales promotion, personal selling, public relations, and direct marketing.

Question 14

________ are the set of organizations and individuals involved in the process of channeling product messages to consumers.
A) Marketers
B) Intermediaries
C) Advertisers
D) Facilitators
E) Hierarchies

Accepted Answer

Intermediaries are the organizations and individuals that help in the distribution and promotion of products to consumers, acting as a channel between producers and consumers.

Question 15

One of marketing's main goals is to ________.
A) transform all promotional efforts into public relations campaigns
B) place the bulk of a firm's messages in digital media outlets
C) control every single message in the promotional mix
D) purchase media time and space as cheaply as possible
E) change consumer behavior relative to a product

Accepted Answer

One of the primary goals of marketing is to influence consumer behavior in relation to a product or service. This involves strategies and tactics designed to persuade or encourage consumers to take specific actions, such as purchasing a product, subscribing to a service, or changing their perception of a brand.

Question 16

Goods and services ________.
A) constitute two categories of products, along with ideas
B) are exclusively promoted through public relations
C) exist solely in a market economy
D) are used only by consumers, not businesses
E) are unlikely to be promoted in an MPR campaign

Accepted Answer

Goods and services, along with ideas, constitute the three main categories of products that businesses and organizations offer to the market.

Question 17

In public relations, media are considered to be ________.
A) outmoded channels of communication used solely for advertising purposes
B) profit-making organizations with a stake in the messages being distributed
C) communication tools that directly disseminate messages to consumers and businesses
D) limited to print journalism outlets - newspapers and magazines
E) adversaries that firms should avoid communicating with

Accepted Answer

Media in public relations are considered communication tools that directly disseminate messages to consumers and businesses, helping to shape public perception and convey information effectively.

Question 18

The marketing mix is an assortment of tools that ________.
A) marketers use to manage the consumer purchase process
B) public relations agencies employ to conduct public opinion research
C) marketers use exclusively to formulate MPR campaigns
D) media outlets utilize to measure audience response
E) consumers use to make online recommendations

Accepted Answer

The marketing mix, often referred to as the 4Ps (Product, Price, Place, Promotion), is a set of tools that marketers use to influence and manage the consumer purchase process. It encompasses strategies related to the product itself, its price, the places where it is made available, and the promotional tactics used to market it.

Question 19

What is one way MPR protects the sales and/or image of a product?
A) MPR encourages firms to develop crisis management plans.
B) MPR invests heavily in creative branding campaigns.
C) MPR encourages intermediaries to communicate directly with consumers.
D) MPR emphasize search engine optimization.
E) MPR places tremendous importance on prices for media space and time.

Accepted Answer

The answer of What is one way MPR protects the...

Question 20

The Four Ps of the marketing mix are ________.
A) positioning, placement, profit and predictability
B) public relations, production, pull and precision
C) publicity, preference, pre-test and post-test
D) product, price, place and promotion
E) publicity, profit, product, and pull.

Accepted Answer

The Four Ps of the marketing mix are product, price, place, and promotion. These elements are used by marketers to help define their marketing strategy and are considered essential tools in the marketing toolkit.

Quiz 1: An Introduction to Marketing Public Relations

Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________.

The term marketer refers to the ________.

Marketing public relations is a unique form of marketing because ________.

Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?

The "father" of modern public relations is ________.

Tools by which consumers create marketing messages and other brand exchanges themselves are collectively known as ________.

Identify one way public relations and consumer-generated marketing resemble each other.

Consumer-generated marketing (CGM) ________.

How does MPR differ from conventional marketing?

In the MPR context, CGM is the abbreviation for ________.

________ occurs when consumers assume a large part of the promotional function.

Blogs are a type of ________.

________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services.

________ are the set of organizations and individuals involved in the process of channeling product messages to consumers.

One of marketing's main goals is to ________.

Goods and services ________.

In public relations, media are considered to be ________.

The marketing mix is an assortment of tools that ________.

What is one way MPR protects the sales and/or image of a product?

The Four Ps of the marketing mix are ________.