Question 1

Corporate identity advertising is used when a company wants to inform its public of a name change.

Accepted Answer

A) True 
 B)False

Question 2

Reputation management:

Accepted Answer

A)  is a subset of promotional planning. 
B)  produces a short-term change in public opinion. 
C)  includes publicity and press agentry. 
D)  is a tactic rather than a strategy. 
E)  is not a reliable strategy to use. 
A)  is a subset of promotional planning. 
B)  produces a short-term change in public opinion. 
C)  includes publicity and press agentry. 
D)  is a tactic rather than a strategy. 
E)  is not a reliable strategy to use.

Question 3

Sponsorship fees are not always paid in cash.

Accepted Answer

A) True 
 B)False

Question 4

What is the term for public relations activities that are intended to support marketing activities?

Accepted Answer

Marketing public relations (MPR).
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Question 5

Why do companies continue to produce house organs even though they can be very expensive?

Accepted Answer

Despite their cost,house organs are impo

Question 6

Which of the following statements about publicity is true?

Accepted Answer

A)  Public relations is a subset of publicity. 
B)  When publicity is run, the media bills the organization for the space or time. 
C)  Publicity is usually thought of as "free." 
D)  Publicity need not be newsworthy to be effective. 
E)  All publicity is good. 
A)  Public relations is a subset of publicity. 
B)  When publicity is run, the media bills the organization for the space or time. 
C)  Publicity is usually thought of as "free." 
D)  Publicity need not be newsworthy to be effective. 
E)  All publicity is good.

Question 7

Qualcomm Inc.,a wireless technology company,benefited from _____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.

Accepted Answer

A)  ambush marketing 
B)  reputation marketing 
C)  guerrilla marketing 
D)  venue marketing 
E)  reactive marketing 
A)  ambush marketing 
B)  reputation marketing 
C)  guerrilla marketing 
D)  venue marketing 
E)  reactive marketing

Question 8

A video news release is prepared by the company and offered free to television stations.

Accepted Answer

A) True 
 B)False

Question 9

Both advertising and PR objectives can be effectively placed to achieve particular reach and frequency objectives.

Accepted Answer

A) True 
 B)False

Question 10

To gauge consumer response to the E.coli outbreak in its northeastern restaurants,researchers from Taco Bell talked to people on the streets in major southern communities about their feelings about the chain and what had occurred.In other words,Bell used _____ to gauge its publics' reactions to the sickness.

Accepted Answer

A) nonmetric-multidimensional scaling 
B) quotas 
C) random block designs 
D) opinion sampling 
E) demographic analysis 
A) nonmetric-multidimensional scaling 
B) quotas 
C) random block designs 
D) opinion sampling 
E) demographic analysis

Question 11

What are the two methods a company can use to engage in sponsorship?

Accepted Answer

Companies interested in sponsorship have

Question 12

Public relations professionals see marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them.

Accepted Answer

A) True 
 B)False

Question 13

One of the benefits of cosponsorship is the absence of clutter.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT true of public affairs and lobbying?

Accepted Answer

A)  Organizations rarely have to deal with elected officials. 
B)  Organizations interact with regulatory bodies. 
C)  Public affairs involves various community groups. 
D)  Lobbying is an important factor in most big organizations. 
E)  Lobbying requires the expertise of a specialist. 
A)  Organizations rarely have to deal with elected officials. 
B)  Organizations interact with regulatory bodies. 
C)  Public affairs involves various community groups. 
D)  Lobbying is an important factor in most big organizations. 
E)  Lobbying requires the expertise of a specialist.

Question 15

What type of corporate advertising would a human resources director be using when she decides to hire 20 new assembly line workers?

Accepted Answer

Companies use recruitment advertising to

Question 16

Ansett Airlines sued Qantas Airways,a rival Australian carrier,claiming that it engaged in _____ that was detrimental to Ansett's image as an official sponsor of the Olympic Games.Qantas ran ads in The Sydney Morning Herald and The Age newspapers featuring Australian runner Cathy Freeman and the words 'Sydney 2000,Olympic Games and the new millennium' and 'The Spirit of Australia Qantas.' Located in close proximity to these slogans was the Olympic logo.

Accepted Answer

A)  a violation of FTC regulations 
B)  ambush marketing 
C)  guerrilla promotion 
D)  flanking promotion 
E)  venue marketing 
A)  a violation of FTC regulations 
B)  ambush marketing 
C)  guerrilla promotion 
D)  flanking promotion 
E)  venue marketing

Question 17

Nancy Weathers is the public relations officer at SkyMeetings,a ski promotion group.She is looking forward to start a corporate blog for enthusiasts and members.Which of the following should Nancy avoid when formulating the guidelines for the blog?

Accepted Answer

A) Know what people are saying about your products or services 
B) Postings should be regular 
C) Update your Wikipedia page 
D) Include controlled portions of hype and puffery. 
E) Make the blog part of your IMC. 
A) Know what people are saying about your products or services 
B) Postings should be regular 
C) Update your Wikipedia page 
D) Include controlled portions of hype and puffery. 
E) Make the blog part of your IMC.

Question 18

According to the recently assigned chairmen of the committee created to study steroid use by Major League Baseball (MLB)players,"Major league players that have used steroids and other illegal performance-enhancing drugs have caused fans and observers to question the integrity of play at the highest level of our national game." What is a proactive method that MLB officials can use to deal with such issues and the way they impact its relationships with its publics?

Accepted Answer

A)  Negative publicity coercion 
B)  Reputation management 
C)  Marketing public relations 
D)  Manipulative communications 
E)  Image reduction management 
A)  Negative publicity coercion 
B)  Reputation management 
C)  Marketing public relations 
D)  Manipulative communications 
E)  Image reduction management

Question 19

To be picked up by the media,publicity must be:

Accepted Answer

A)  noncontroversial. 
B)  unplanned. 
C)  nonpolitical in nature. 
D)  newsworthy. 
E)  contentious. 
A)  noncontroversial. 
B)  unplanned. 
C)  nonpolitical in nature. 
D)  newsworthy. 
E)  contentious.

Question 20

Press agentry refers to the:

Accepted Answer

A)  gathering of marketing research to determine the best public relations strategy. 
B)  reciprocal arrangements established between publicists and the press. 
C)  planning and staging of events to attract attention and to generate publicity. 
D)  maintenance of good relationships with the people who control what does and does not get media coverage. 
E)  act of publishing a publicity piece. 
A)  gathering of marketing research to determine the best public relations strategy. 
B)  reciprocal arrangements established between publicists and the press. 
C)  planning and staging of events to attract attention and to generate publicity. 
D)  maintenance of good relationships with the people who control what does and does not get media coverage. 
E)  act of publishing a publicity piece.

Corporate identity advertising is used when a company wants to inform its public of a name change.

Reputation management:

Sponsorship fees are not always paid in cash.

What is the term for public relations activities that are intended to support marketing activities?

Why do companies continue to produce house organs even though they can be very expensive?

Which of the following statements about publicity is true?

Qualcomm Inc.,a wireless technology company,benefited from _____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.

A video news release is prepared by the company and offered free to television stations.

Both advertising and PR objectives can be effectively placed to achieve particular reach and frequency objectives.

What are the two methods a company can use to engage in sponsorship?

Public relations professionals see marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them.

One of the benefits of cosponsorship is the absence of clutter.

Which of the following is NOT true of public affairs and lobbying?

What type of corporate advertising would a human resources director be using when she decides to hire 20 new assembly line workers?

Nancy Weathers is the public relations officer at SkyMeetings,a ski promotion group.She is looking forward to start a corporate blog for enthusiasts and members.Which of the following should Nancy avoid when formulating the guidelines for the blog?

To be picked up by the media,publicity must be:

Press agentry refers to the:

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Filters

Exam 18: Relationship Building

Corporate identity advertising is used when a company wants to inform its public of a name change.

Reputation management:

Sponsorship fees are not always paid in cash.

What is the term for public relations activities that are intended to support marketing activities?

Why do companies continue to produce house organs even though they can be very expensive?

Which of the following statements about publicity is true?

Qualcomm Inc.,a wireless technology company,benefited from _____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.

A video news release is prepared by the company and offered free to television stations.

Both advertising and PR objectives can be effectively placed to achieve particular reach and frequency objectives.

What are the two methods a company can use to engage in sponsorship?

Public relations professionals see marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them.

One of the benefits of cosponsorship is the absence of clutter.

Which of the following is NOT true of public affairs and lobbying?

What type of corporate advertising would a human resources director be using when she decides to hire 20 new assembly line workers?

Nancy Weathers is the public relations officer at SkyMeetings,a ski promotion group.She is looking forward to start a corporate blog for enthusiasts and members.Which of the following should Nancy avoid when formulating the guidelines for the blog?

To be picked up by the media,publicity must be:

Press agentry refers to the:

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Filters