Question 1

BMW experimented with ____________ when it partnered with Fairmont Hotels & Resorts, allowing members of the Fairmont's loyalty program access to a BWM X5 during their stay.

Accepted Answer

The answer of BMW experimented with ____________ when it partnered...

Question 2

News about an organization, product, service, or person that appears in the media is called

Accepted Answer

Publicity refers to the media coverage or attention given to an organization, product, service, or person. It is a form of earned media, meaning that it is not paid for, but rather obtained through effective communication and relationship-building with media outlets. Publicity is a key aspect of public relations, which is the strategic management of an organization's public image and reputation.

Question 3

Fashion designers often give their fashions to celebrities for free, hoping that the celebrities will talk about the product to others. This is an example of

Accepted Answer

This is an example of word-of-mouth marketing, where the goal is for celebrities to share their experiences with the product, thereby influencing others to consider or purchase the product based on these endorsements.

Question 4

When Microsoft develops advertising designed to convey a favourable image of its company among its various publics it is developing

Accepted Answer

Microsoft is developing corporate advertising because it is attempting to build a positive image of its company among all its publics. Public advertising is designed to promote a specific product or service to a particular audience, whereas image advertising is aimed at building a brand. Advocacy advertising seeks to influence public opinion on a particular issue, and mass advertising is used to reach a vast audience.

Question 5

Toyota in 2010 had to recall 4 million vehicles in North America because of sticky gas pedals. Their handling of this issue was an example of

Accepted Answer

Toyota's handling of the issue of sticky gas pedals was an example of reputation management. The company had to address the concerns of its customers, the media, and the public, and take steps to repair the damage to its reputation. Toyota issued a series of apologies, implemented a recall and repair program, and took steps to improve its quality control processes to prevent similar issues from arising in the future. All of these actions were part of a broader strategy of reputation management, designed to repair the damage done to the company's brand and restore trust among its stakeholders.

Question 6

Domtar recently ran an ad to show its proactive stance on protecting the environment. This is an example of

Accepted Answer

The answer of Domtar recently ran an ad to show...

Question 7

TD Canada Trust was written in the script of the CBC show Little Mosque on the Prairie. This is an example of

Accepted Answer

The answer of TD Canada Trust was written in the...

Question 8

Giving a product free to a group of trendsetters who in turn promote the product to others by word-of-mouth is called

Accepted Answer

Product seeding involves giving a product free to a group of trendsetters who then become brand ambassadors and promote the product to others through word-of-mouth. It is a form of marketing that relies heavily on social influence and can generate powerful buzz and hype around a new product launch.

Question 9

When Kraft wanted to celebrate the hundredth anniversary of the Oreo cookie it engaged social media, held events, such as flash mobs and concerts, so the press took notice on a global scale. The result is an example of the good use of

Accepted Answer

The use of social media and events to generate attention and coverage by the press indicates that Kraft wanted to create publicity for the Oreo's 100th anniversary.

Question 10

As a management function, public relations will help an organization ______________________ public opinion that will have an impact on its actions.

Accepted Answer

Public relations has the function of anticipating and interpreting public opinion in order to guide an organization's actions. It helps organizations stay in touch with the attitudes and concerns of their stakeholders and take appropriate actions to maintain positive relationships with them. Filtering, ignoring, minimizing, or covering up unfavorable public opinion can be detrimental to an organization's reputation and long-term success, so it is important for public relations professionals to stay attuned to the public's views and respond accordingly.

Question 11

If a company were to create a separate Public Relations department, which of the following would NOT usually fall under the department's area of responsibility?

Accepted Answer

Event management may occasionally be handled by the PR department, but more commonly falls under other departments such as marketing or special events. The other options all typically fall under the responsibility of a PR department.

Question 12

Companies must be prepared for crisis situations. Part of this preparation involves

Accepted Answer

Training senior executives on how to act instantly and demonstrate control is an essential part of crisis preparation. The ability to respond quickly and confidently can help mitigate the impact of a crisis on the company's reputation and financial performance. The other options listed are not effective or ethical crisis management strategies.

Question 13

An organization's external publics are

Accepted Answer

The answer of An organization's external publics are
...

Question 14

When a company finds itself in a crisis situation, __________ play(s) a vital role in reputation management.

Accepted Answer

Public relations play a vital role in managing a company's reputation during a crisis situation. The focus is on managing communication with stakeholders, addressing concerns, and minimizing the negative impact on the company's image. Strategic planning, sales promotion, marketing departments, and marketing communications may also have a role to play, but public relations is the most crucial in this scenario.

Question 15

One of the major opportunities for a company to generate positive publicity is

Accepted Answer

Securing a contract that will create jobs is a positive development that can generate goodwill for the company. This demonstrates to the public that the company is not only growing, but also contributing to the economy by providing employment opportunities. This can result in positive media coverage and increased public support for the company.

Question 16

The insertion of branded product into a show, movie, video game, or other programming is called

Accepted Answer

The insertion of branded product into a show, movie, video game, or other programming is called product placement.

Question 17

The Good Purpose survey conducted by global PR firm Edelman shows that some ______ of Canadians are more likely to recommend a brand that supports a good cause than one that doesn't.

Accepted Answer

The answer of The Good Purpose survey conducted by global...

Question 18

Publicity is something that a company and the media deem to be

Accepted Answer

Publicity is defined as the act of attracting the attention of the public and the media. Therefore, in order to achieve this goal, the news or information being shared must be newsworthy or interesting enough to capture the attention of the intended audience. Thus, the best choice is E - newsworthy.

Question 19

The fact that the film Mission Impossible arranged to have Apple in all of their films from 1990 to the present is an example of

Accepted Answer

Product placement is the practice of including branded products or services in a movie, TV show, or other types of media content for marketing purposes. Mission Impossible's collaboration with Apple is a clear example of product placement. The brand's products, such as iPhones and MacBook, have been consistently featured in the film series, helping to increase brand recognition and appeal.

Question 20

As there is an implied endorsement by the media, publicity can be

Accepted Answer

Publicity is often seen as more legitimate because it is not directly paid for by the sponsor, and it is perceived as an endorsement by the media.

Quiz 9: Public Relations