Question 1

A company newsletter is an example of ________.

Accepted Answer

A company newsletter is a tool of internal PR, aimed at keeping employees informed about company news and events. It is not necessarily for external audiences, so options A, B, C, and E are not the best choices.

Question 2

Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.

Accepted Answer

Out-of-home media refers to any form of advertising that reaches consumers while they are outside their homes. Ads on delivery trucks, billboards along interstates, and signage at baseball fields all fall into this category. Place-based and branded entertainment refer to more specific types of out-of-home media, while banner and pop-up ads typically refer to online advertising.

Question 3

The basic rule of ________ is "do something good, then talk about it."

Accepted Answer

The basic rule of public relations is "do something good, then talk about it." The other options, such as customer relationship management, social marketing, and promotions, are related to specific areas of marketing and may not necessarily abide by the same rule. Public affairs may involve similar tactics as public relations, but it is focused on government and political issues rather than business and consumer relations.

Question 4

____________ in the form of logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks can be used to help a company create an identity that the public immediately recognizes.

Accepted Answer

Corporate identity materials such as logos, stationery, brochures, etc. are designed to create a consistent visual identity for a company and help it stand out in the marketplace. This identity can help people recognize and remember the company, which can lead to increased brand loyalty and sales.

Question 5

Which of the following practices helps to protect consumers from spamming?

Accepted Answer

Permission marketing is a practice where companies only send promotional materials to consumers who have given their consent to receive them. This helps to protect consumers from receiving spam or unwanted messages. Puffery refers to exaggerated advertising claims and does not protect consumers from spamming. Pop-up blocking protects consumers from unwanted pop-up ads, but not necessarily from spamming. Adware installation can actually lead to consumers receiving more unwanted ads. Sampling refers to giving out free product samples as a marketing strategy and does not protect consumers from spamming.

Question 6

Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet?

Accepted Answer

RFID technology uses radio waves to track and identify tagged objects or people, allowing marketers to track customers as they move throughout a retail outlet. Augmented reality technology enhances the real-world environment with computer-generated information, but it does not track customers. Permission-based marketing refers to obtaining consent from customers before sending them marketing materials, and cookies are used to track online behavior. Digital signage displays content on digital screens but does not track customers.

Question 7

The most common way for public relations specialists to communicate is through the use of ________.

Accepted Answer

Press releases are the most common way for public relations specialists to communicate as they allow for the distribution of information to a wide audience through various media channels. Sponsorship, lobbying, special events, and speech writing are all important components of public relations but are not as commonly used as press releases.

Question 8

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

Accepted Answer

Reach measures the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period. Frequency measures how often the target audience is exposed to the media vehicle. Impression measures the number of times the media vehicle is seen or heard, while exposure measures the number of individuals who see or hear the media vehicle. Gross rating is a measure of the total audience delivery or size of the media vehicle.

Question 9

Which of the following types of ads can users block through the use of applications developed by Internet access software?

Accepted Answer

Users can block pop-up ads through the use of applications developed by Internet access software, but they cannot block banners, buttons, search engine listings, or directory listings.

Question 10

Web sites and mobile phones are examples of ________.

Accepted Answer

Web sites and mobile phones are both examples of digital media, because they both utilize digital technology to transmit and display information. Social networks, augmented realities, and place-based media are all types of digital media that may be accessed through web sites or mobile phones, but are not synonymous with the technology itself. Analog media, on the other hand, utilizes non-digital technology and is distinct from digital media.

Question 11

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

Accepted Answer

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

Question 12

Timely topics and research project stories are both types of ________.

Accepted Answer

Timely topics and research project stories are both types of information that are typically distributed to media outlets through press releases. Press releases are a common tool used in public relations to share news or information about an organization or event. Advertising appeals, advocacy advertising, puffery, and creative strategies are all different concepts that do not necessarily describe the distribution of information through press releases.

Question 13

There are three steps involved in creating a public relations campaign.The first step is to ________.

Accepted Answer

Developing objectives is the first step in creating a public relations campaign. This involves identifying the specific outcomes the campaign is aiming to achieve, such as increased brand awareness or improved public perception of the organization.

Question 14

Planning and implementing special events are typically responsibilities of ________.

Accepted Answer

Planning and implementing special events fall under the purview of the PR department, which is responsible for managing and maintaining the organization's relationships with its stakeholders, including customers, employees, investors, and the media. Special events are an important component of public relations, as they offer an opportunity for the organization to interact with its stakeholders in a positive and engaging manner, ultimately helping to build brand awareness and loyalty.

Question 15

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

Accepted Answer

Lobbying is a common practice in public relations, as it involves maintaining relationships with government officials to influence laws that may affect a company or organization. This falls under the scope of public relations, as it involves managing relationships and reputation with public stakeholders.

Question 16

________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.

Accepted Answer

Media planning refers to the process of identifying the most appropriate media channels and vehicles to reach a specific target audience with an advertising message. It involves analyzing the audience demographics and psychographics, as well as their media consumption behaviors, to determine the most efficient and effective way to allocate advertising dollars. Pretesting involves testing the message and creative before launching a campaign, lobbying refers to efforts to influence public policy, media pulsing involves alternating bursts of advertising with periods of no advertising, and sampling involves providing free or discounted products to potential customers in order to promote trial and awareness.

Question 17

You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure.You should go with ________ as your advertising medium.

Accepted Answer

The answer of You are looking to advertise your new...

Question 18

Which of the following statements about magazines as an advertising medium is true?

Accepted Answer

Magazines are known for their long lead times and strict deadlines, which can limit flexibility for advertisers. This is because magazines often have a set production schedule and may require advertisers to book ad space several months in advance.

Question 19

________ refers to the mood or attitude an advertisement conveys.

Accepted Answer

Tonality refers to the emotional tone or attitude conveyed in an advertisement, such as whether it is humorous, emotional, serious, or sarcastic.

Question 20

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

Accepted Answer

Public relations is most closely associated with building up a positive corporate image and handling unfavorable stories and events. It involves managing communication and relationships with various stakeholders to maintain a positive image of the company. Sales promotion, personal selling, direct marketing, and advertising focus more on promoting specific products or services.

Quiz 11: Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling