Question 1

A product release may address _____.

Accepted Answer

A product release typically includes information on how additional information can be obtained, such as contact details or links to further resources.

Question 2

Walmart is using marketing public relations to let the public know of its support for hurricane Katrina victims.Company leaders have been on several morning talk show programs discussing the money and aid they've provided to the affected areas and victims of this storm.Walmart is using _____ marketing public relations.

Accepted Answer

Walmart is taking a proactive approach by initiating communication and promoting their support for hurricane Katrina victims through media appearances. The goal of proactive marketing public relations is to create positive associations with the brand and build goodwill among its audiences.

Question 3

Sears,the large retail chain,was accused in the 1990s of charging customers in California for automobile repair work that allegedly was never performed.The CEO of Sears immediately hit the airways to apologize and announce that nothing like this would happen in the future.The CEO's action represents _____.

Accepted Answer

The CEO's action represents reactive marketing public relations, as they are responding to the accusation and trying to present a positive image for the company.

Question 4

Walmart has been criticized as being discriminatory in its employment practices toward women and minorities.Walmart has developed a concerted public relations effort to counter this criticism.This public relations effort is an example of _____ marketing public relations.

Accepted Answer

Reactive marketing public relations involves responding to criticisms or events that have already occurred. In this case, Walmart is reacting to the criticism of its employment practices towards women and minorities by developing a public relations effort to counter it.

Question 5

Which factor largely accounts for the effectiveness of proactive marketing public relations?

Accepted Answer

Credibility largely accounts for the effectiveness of proactive marketing public relations. When a company establishes itself as a trusted source of information through proactive PR efforts, it can enhance its reputation and increase customer loyalty. This ultimately leads to greater success in the marketplace. While additional exposure, newsworthiness, efficiency, and wide exposure can all contribute to the effectiveness of proactive marketing PR, credibility is arguably the most important factor.

Question 6

_____ is an organizational activity involved with fostering goodwill between a company and its various publics.

Accepted Answer

Public relations is focused on building and maintaining positive relationships with the public, including customers, shareholders, employees, and other stakeholders. This is typically achieved through various communication strategies, such as media relations, community outreach, and crisis management. Advertising, promotion, personal selling, and marketing may all play a role in supporting public relations efforts, but they are not synonymous with PR.

Question 7

In general,the most dramatic factors underlying the need for reactive MPR are _____.

Accepted Answer

Reactive MPR is typically needed in response to a product defect or failure, which can have serious consequences for the company's reputation and bottom line. While employee and executive behaviors can also lead to the need for reactive MPR, they are generally not as dramatic or widespread as product-related issues. Product price and value and consumer behaviors may be important factors to consider in developing proactive MPR strategies, but they are less likely to drive the need for reactive MPR.

Question 8

An executive-statement release may address _____.

Accepted Answer

An executive-statement release is a flexible tool that can address a variety of issues related to a company's operations and performance, such as its environmental impact, sales projections, marketing strategies, and competition from overseas markets. Therefore, all of the options listed in the question are correct.

Question 9

A(n)_____ announces new products,provides relevant information about product features and benefits,and informs interested listeners/readers about how additional information can be obtained.

Accepted Answer

A product release is specifically designed to announce new products, provide relevant information about product features and benefits, and inform interested listeners/readers about how additional information can be obtained.

Question 10

Kellogg's,a manufacturer of breakfast cereals,wants to help educate children about healthy lifestyles.The company has developed a teaching resource for elementary school teachers to use in their classrooms to help children learn the basics of a healthy diet and how breakfast (which includes cereal,of course)fits into that lifestyle.This is an example of _____ marketing public relations.

Accepted Answer

Proactive marketing public relations involve initiatives taken by a company to positively shape its public image and educate its audience, rather than responding to a specific event or crisis. Kellogg's development of a teaching resource for healthy lifestyles is a proactive measure to promote a positive image and educate about the benefits of their product as part of a healthy diet.

Question 11

A(n)_____ is a detailed description of products or other newsworthy programs that are written by a public relations firm for immediate publication or by airing by print or broadcast media or distribution via appropriate Internet sites.

Accepted Answer

The answer of A(n)_____ is a detailed description of products...

Question 12

A sneaker company sponsored a marathon.When the marathon was halted in progress because of an unexpectedly high heat index,the company a loss with no return on a significant portion of its investment and no legal recourse because it did not write accommodations for ______ into the sponsorship agreement.

Accepted Answer

Escape clauses allow for the termination of a contract under certain specified conditions. In this case, the sneaker company did not include an escape clause for changes in events, which would have allowed them to terminate the sponsorship agreement if the marathon was halted due to an unexpectedly high heat index.

Question 13

Executive-statement releases are published in the _____ section of a publication.

Accepted Answer

Executive-statement releases are typically published in the news section of a publication as they often contain important announcements or updates from company executives that are relevant to the public or industry.

Question 14

Publicity is the major tool of _____ marketing public relations.

Accepted Answer

Proactive marketing public relations involves actively seeking to promote a company's image, products, or services through various channels, including publicity. This approach is about taking initiative to shape public perception rather than reacting to events.

Question 15

Public relations efforts can be aimed at _____.

Accepted Answer

Public relations efforts can be aimed at various stakeholders, including employees, stockholders, governments, labor groups, and many more. The purpose of these efforts is to build and maintain positive relationships, promote a favorable image, and manage any potential issues or crises. Therefore, all of the choices are correct.

Question 16

Betty's Garden was a successful restaurant until rumors spread about a bug infestation of its food.To combat the rumors,Betty arranged a dinner and invited the food editors of local newspapers to visit the restaurant and evaluate the cuisine and service.Later,she volunteered several recipes for publication in the "Home and Gourmet Cooking" sections of the local newspapers.We might specifically characterize these actions as _____.

Accepted Answer

Betty's actions are reactive because they were taken in response to negative rumors about her restaurant. She aimed to improve the restaurant's image and reassure the public about the quality of her food and service.

Question 17

Product releases are typically published in the _____ section of a publication.

Accepted Answer

The answer of Product releases are typically published in the...

Question 18

The _____ marketing public relations strategy is offensively oriented and opportunity seeking.

Accepted Answer

A proactive marketing public relations strategy is focused on seeking out opportunities and taking a more aggressive approach to promoting a brand or product. This approach involves actively seeking out media coverage, identifying potential issues before they arise, and taking steps to address any negative perceptions of the brand. By contrast, a reactive strategy is focused on responding to events as they happen, while a defensive strategy is focused on maintaining the status quo and avoiding negative attention. An accommodation strategy involves working to find a compromise between conflicting interests, while a tactical strategy is focused on using specific tactics to achieve specific goals.

Question 19

Marketing public relations messages should come across as _____.

Accepted Answer

Marketing public relations messages should come across as unbiased reports from journalists, rather than as advertisements or behavior-influencing advertisements. The goal of marketing public relations is to create a positive image for a brand, product, or service through the use of public relations tactics, such as media pitching and press releases. These tactics aim to get journalists to cover the brand or product in a positive light, rather than using advertising to directly influence consumer behavior.

Question 20

The _____ marketing public relations strategy describes the conduct of public relations in response to outside influences.

Accepted Answer

A reactive marketing public relations strategy is when a company responds to outside influences, such as negative press or a competitor's campaign, rather than taking proactive measures. Option A, proactive strategy, would imply that the company is taking initiative in their PR efforts rather than reacting to something. Option C, offensive strategy, suggests an aggressive approach to PR, which may not always be appropriate or effective. Option D, accommodation strategy, relates to adapting to external pressures and satisfying stakeholders, which is not the same as reacting to them. Finally, option E, tactical strategy, is too generic and does not specifically address the issue of responding to outside influences.

Quiz 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships