Exam 15: Public Relations

Public relations programs use advertising to create corporate visibility.

According to the text,what is the greatest asset an organization can have?

________ is a perception based on messages delivered by advertising and other marketing communication tools,whereas ________ is based on an organization's actual behavior.

Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________.

________ contain video footage for a television newscast.

A press conference is useful because a company can control who is present as well as the questions that will be asked.

An effective crisis plan should outline who contacts the various stakeholders who might be affected,who speaks to the media,and who sets up and runs an onsite disaster management center.

To facilitate external marketing with a local community,town hall forums are sometimes used.

All the groups of people with which a company or organization interacts-such as employees,media,community groups,stockholders,and so forth-are known as ________.

The objective of a change-agent program is to ________.

The public relations practitioner has many tools,which can be divided into two categories: planned and unplanned.

Which type of network connects people within an organization?

Ultimately,the difference between advertising and public relations is that advertising takes a longer,broader view of the importance of image and reputation.

Corporate communication programs targeted to the government and the public on issues related to government and regulation are called ________.

A feature story is a human interest story rather than a hard news story.

Marketers tend to believe that public relations is more effective at providing credibility than at driving sales for a brand.

Refer to the passage below to answer the questions that follow. Kellogg's is a well-known manufacturer of breakfast cereals and several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. Kellogg's has used Tony the Tiger on its Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. The company also took the party on the road for the month, traveling to 30 cities in a bus painted with an image of Tony and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when Kellogg's first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kelloggs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game in which kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes, giving kids the chance to participate in the game at a higher level and win prizes. -Explain what type of public relations program Tony the Tiger's birthday celebration illustrates.

Refer to the passage below to answer the questions that follow. Kellogg's is a well-known manufacturer of breakfast cereals and several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. Kellogg's has used Tony the Tiger on its Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. The company also took the party on the road for the month, traveling to 30 cities in a bus painted with an image of Tony and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when Kellogg's first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kelloggs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game in which kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes, giving kids the chance to participate in the game at a higher level and win prizes. -What type of public relations tool does the game at Kelloggs.com represent?

Name and describe the two broad categories into which public relations tools can be divided.Give an example of each.