Exam 14: Public Relations and Experiential Marketing

To build better relations with customers and to achieve business objectives, an organization must embrace all communications channels and devise a(n)

How well an organization manages a crisis situation has a direct impact on how the public perceives the outcome.

What criteria should be considered when planning public relations?

This type of marketing focuses on giving target market customers a brand-relevant experience that adds value to their lives:

Unlike advertising, public relations is a form of communications

The Air Canada Centre, Rogers Arena, Bell Centre and Rexall Place are examples of

External publics are usually communicated with regularity.

One of the biggest disadvantages of public relations is

In the area of sports sponsorship, the brands that sponsor the Olympics and FIFA World Cup are

The PR arsenal includes web sites, infomercials and rich media.

Publicity objectives should take into account the media through which the message will be transmitted and the target audience reached by the media. Audience objectives are expressed in terms of

Giving a product free to trendsetters who, in turn, influence others to hopefully purchase it is called product seeding.

Public relations can play a key role in

When a company uses a tactic that creates an emotional connection with a consumer, the company is using

The partnership between a company like CIBC and a non-profit entity such as the Canadian Breast Cancer Foundation is referred to as

In an era of social responsibility, explain how companies foster a good public image in the communities in which they operate.

How a company manages its public relations during a crisis is called

A major challenge of event marketing and sponsorship is

What are the basic differences between advertising and public relations?

Regardless of the situation or desired outcome, public relations objectives tend to be similar to