Question 1

During crisis communication, if some information has been reported incorrectly, then the company should:

Accepted Answer

A)  Not interfere and let the media do its work 
B)  Should advise the concerned reporter(s) about the inaccuracy 
C)  Correct the reporter(s) only if it favors the company 
D)  Keep quiet to avoid getting the blame 
A)  Not interfere and let the media do its work 
B)  Should advise the concerned reporter(s) about the inaccuracy 
C)  Correct the reporter(s) only if it favors the company 
D)  Keep quiet to avoid getting the blame B

Question 2

PR stands for:

Accepted Answer

A)  Press relations 
B)  Public relations 
C)  Permanent relations 
D)  Passive relations 
A)  Press relations 
B)  Public relations 
C)  Permanent relations 
D)  Passive relations B

Question 3

What are the six major steps in the public relations process?

Accepted Answer

The public relations (PR) process typically involves a series of steps that professionals follow to create and maintain a positive image for an individual, company, or organization. These steps help in strategizing and executing effective communication with the public and other stakeholders. The six major steps in the public relations process are:

1. **Research**: This is the initial step where PR professionals gather information to understand the situation, the organization, the public perception, and the key stakeholders involved. Research can be primary (original data) or secondary (existing data), and it helps in making informed decisions.

2. **Planning**: Based on the research findings, PR professionals develop a strategic plan. This plan outlines the objectives, identifies target audiences, sets goals, and determines the tactics and resources needed to achieve the desired outcomes. Planning also involves setting a timeline and budget for the PR campaign.

3. **Strategy**: This step involves deciding on the approach and the key messages to be communicated. Strategy formulation includes choosing the right channels (media, events, digital platforms, etc.) to reach the target audience and deciding on the timing and context of the messages.

4. **Implementation (Execution)**: During this phase, the PR team puts the plan into action. This involves creating and distributing press releases, organizing events, engaging with the media, and managing social media content. Effective execution requires coordination and flexibility to adapt to any unforeseen changes or challenges.

5. **Evaluation**: After executing the PR plan, it's important to measure the results against the objectives set in the planning stage. Evaluation can include analyzing media coverage, assessing public opinion, monitoring social media engagement, and other metrics to determine the effectiveness of the PR efforts.

6. **Adjustment**: Based on the evaluation, PR professionals may need to adjust their strategies and tactics. This could involve refining the message, targeting different media outlets, or addressing any issues that arose during the implementation phase. Continuous adjustment ensures that the PR efforts remain effective and relevant.

These six steps form a cycle that PR professionals often repeat, as public relations is an ongoing process of building and maintaining relationships and reputation over time.

Question 4

Corporate communications promotes understanding of the organization and covers:

Accepted Answer

A)  Only external communication 
B)  Only internal communication 
C)  Both internal and external communication 
D)  Mostly external communication 
A)  Only external communication 
B)  Only internal communication 
C)  Both internal and external communication 
D)  Mostly external communication

Question 5

________ are goods offered at a low price to encourage the purchase of other goods.

Accepted Answer

A)  Samples 
B)  Patronage rewards 
C)  Premiums 
D)  Point-of-purchase promotions 
A)  Samples 
B)  Patronage rewards 
C)  Premiums 
D)  Point-of-purchase promotions

Question 6

Goods offered either free or at low cost as an incentive to buy a product are called:

Accepted Answer

A)  Premiums 
B)  Promotional materials 
C)  Samples 
D)  None of the above 
A)  Premiums 
B)  Promotional materials 
C)  Samples 
D)  None of the above

Question 7

Push money is an example of a:

Accepted Answer

A)  Consumer promotion 
B)  Sales force promotion 
C)  Trade promotion 
D)  Competitor promotion 
A)  Consumer promotion 
B)  Sales force promotion 
C)  Trade promotion 
D)  Competitor promotion

Question 8

Only in a few cases have sales promotions given consumers the impression that profit margins were unreasonably high to start with.

Accepted Answer

A) True 
 B)False

Question 9

Frequent guest points that hotel guests build up for repeat stays are an example of:

Accepted Answer

A)  Samples 
B)  Point-of-purchase promotions. 
C)  Patronage rewards 
D)  Premiums 
A)  Samples 
B)  Point-of-purchase promotions. 
C)  Patronage rewards 
D)  Premiums

Question 10

Cash or other awards for regular use of a company's products or services are termed:

Accepted Answer

A)  Frequent flyer rewards 
B)  Guest recognition rewards 
C)  Volume discount coupons 
D)  Patronage rewards 
A)  Frequent flyer rewards 
B)  Guest recognition rewards 
C)  Volume discount coupons 
D)  Patronage rewards

Question 11

Corporate communications is a branch of public relations that is limited to business-to-business publicity.

Accepted Answer

A) True 
 B)False

Question 12

In preparing for crisis communication, it is important to train employees regularly and document such training for:

Accepted Answer

A)  Legal purposes 
B)  Record and tracking purposes 
C)  Organizational reasons 
D)  The sake of clarity 
A)  Legal purposes 
B)  Record and tracking purposes 
C)  Organizational reasons 
D)  The sake of clarity

Question 13

Describe the 5 activities performed by the public relations department.

Accepted Answer

The Public Relations (PR) department pla

Question 14

The best measure used in evaluating the success of public relations is to:

Accepted Answer

A)  Consider its direct impact to the consumer 
B)  Conduct surveys of buyer awareness 
C)  Determine the effect on sales and profit 
D)  Count the number of media exposures 
A)  Consider its direct impact to the consumer 
B)  Conduct surveys of buyer awareness 
C)  Determine the effect on sales and profit 
D)  Count the number of media exposures

Question 15

Define publicity. In what ways is it a popular public relations tool? How is a press release used for publicity?

Accepted Answer

Publicity can be defined as the act of c

Question 16

When a crisis does occur, it is in the company's best interest to alert the media.

Accepted Answer

A) True 
 B)False

Question 17

________ covers internal and external communications and promotes understanding of the organization:

Accepted Answer

A)  Corporate communication 
B)  Lobbying 
C)  Counseling 
D)  News 
A)  Corporate communication 
B)  Lobbying 
C)  Counseling 
D)  News

Question 18

Coupons are an effective way to promote ________ product(s).

Accepted Answer

A)  The trial of a new 
B)  Launch of a new 
C)  Mature 
D)  Both new and mature 
A)  The trial of a new 
B)  Launch of a new 
C)  Mature 
D)  Both new and mature

Question 19

________ are certificates that offer buyers savings when they purchase specific products.

Accepted Answer

A)  Coupons 
B)  Samples 
C)  Premiums 
D)  Flyers 
A)  Coupons 
B)  Samples 
C)  Premiums 
D)  Flyers

Question 20

Which one of the following is a "DO" for Crisis Communication?

Accepted Answer

A)  Answer reporters by saying, "No Comment" 
B)  Allow anyone to speak to the media 
C)  Provide factual information to the media 
D)  Speak in hotel jargon 
A)  Answer reporters by saying, "No Comment" 
B)  Allow anyone to speak to the media 
C)  Provide factual information to the media 
D)  Speak in hotel jargon

During crisis communication, if some information has been reported incorrectly, then the company should:

PR stands for:

What are the six major steps in the public relations process?

Corporate communications promotes understanding of the organization and covers:

________ are goods offered at a low price to encourage the purchase of other goods.

Goods offered either free or at low cost as an incentive to buy a product are called:

Push money is an example of a:

Only in a few cases have sales promotions given consumers the impression that profit margins were unreasonably high to start with.

Frequent guest points that hotel guests build up for repeat stays are an example of:

Cash or other awards for regular use of a company's products or services are termed:

Corporate communications is a branch of public relations that is limited to business-to-business publicity.

In preparing for crisis communication, it is important to train employees regularly and document such training for:

Describe the 5 activities performed by the public relations department.

The best measure used in evaluating the success of public relations is to:

Define publicity. In what ways is it a popular public relations tool? How is a press release used for publicity?

When a crisis does occur, it is in the company's best interest to alert the media.

________ covers internal and external communications and promotes understanding of the organization:

Coupons are an effective way to promote ________ product(s).

________ are certificates that offer buyers savings when they purchase specific products.

Which one of the following is a "DO" for Crisis Communication?

Introduction: Marketing for Hospitality and Tourism

Service Characteristics of Hospitality and Tourism Marketing

The Role of Marketing in Strategic Planning

The Marketing Environment

Managing Customer Information to Gain Customer Insights

Consumer Markets and Consumer Buying Behavior

Organizational Buyer Behavior of Group Market

Customer Driven Marketing Strategy: Creating Value for Target Customers

Designing and Managing Products and Brands: Building Customer Value

Internal Marketing

Pricing: Understanding and Capturing Customer Value

Distribution Channels Delivering Customer Value

Engaging Customers and Communicating Customer Value

Professional Sales

Direct, Online, Social Media, and Mobile Marketing

Destination Marketing

Next Years Marketing Plan

Filters

Exam 14: Public Relations and Sales Promotion

During crisis communication, if some information has been reported incorrectly, then the company should:

PR stands for:

What are the six major steps in the public relations process?

Corporate communications promotes understanding of the organization and covers:

________ are goods offered at a low price to encourage the purchase of other goods.

Goods offered either free or at low cost as an incentive to buy a product are called:

Push money is an example of a:

Only in a few cases have sales promotions given consumers the impression that profit margins were unreasonably high to start with.

Frequent guest points that hotel guests build up for repeat stays are an example of:

Cash or other awards for regular use of a company's products or services are termed:

Corporate communications is a branch of public relations that is limited to business-to-business publicity.

In preparing for crisis communication, it is important to train employees regularly and document such training for:

Describe the 5 activities performed by the public relations department.

The best measure used in evaluating the success of public relations is to:

Define publicity. In what ways is it a popular public relations tool? How is a press release used for publicity?

When a crisis does occur, it is in the company's best interest to alert the media.

________ covers internal and external communications and promotes understanding of the organization:

Coupons are an effective way to promote ________ product(s).

________ are certificates that offer buyers savings when they purchase specific products.

Which one of the following is a "DO" for Crisis Communication?

Introduction: Marketing for Hospitality and Tourism

Service Characteristics of Hospitality and Tourism Marketing

The Role of Marketing in Strategic Planning

The Marketing Environment

Managing Customer Information to Gain Customer Insights

Consumer Markets and Consumer Buying Behavior

Organizational Buyer Behavior of Group Market

Customer Driven Marketing Strategy: Creating Value for Target Customers

Designing and Managing Products and Brands: Building Customer Value

Internal Marketing

Pricing: Understanding and Capturing Customer Value

Distribution Channels Delivering Customer Value

Engaging Customers and Communicating Customer Value

Professional Sales

Direct, Online, Social Media, and Mobile Marketing

Destination Marketing

Next Years Marketing Plan

Filters