Question 1

Ambush marketing occurs when a company's name is on the stadium in which the sponsored event is occurring.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT a form of corporate advertising?

Accepted Answer

A)  Institutional advertising 
B)  Ambush advertising 
C)  Recruitment advertising 
D)  Public relations advertising 
E)  Corporate identity advertising 
A)  Institutional advertising 
B)  Ambush advertising 
C)  Recruitment advertising 
D)  Public relations advertising 
E)  Corporate identity advertising

Question 3

On May 1,1934,James D.Mooney,president of General Motors Overseas Corporation,climbed into his automobile and drove to attend a Nazi extravaganza.This was the annual May Day festival.General Motors World,the company's publication about happenings at the company,used Mooney's eyewitness account to cover the May Day event in a several-page cover story,stressing Hitler's boundless affinity for children.General Motors World is an example of a:

Accepted Answer

A) promotional announcement. 
B) house organ. 
C) media bulletin. 
D) feature article. 
E) corporate blog. 
A) promotional announcement. 
B) house organ. 
C) media bulletin. 
D) feature article. 
E) corporate blog.

Question 4

What is press agentry?

Accepted Answer

Press agentry is the planning

Question 5

_____ is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

Accepted Answer

A)  Proactive sponsorship 
B)  Guerrilla promotion 
C)  Venue promotion 
D)  Ambush marketing 
E)  Reactive sponsorship 
A)  Proactive sponsorship 
B)  Guerrilla promotion 
C)  Venue promotion 
D)  Ambush marketing 
E)  Reactive sponsorship

Question 6

At a 2006 convention,chiropractors learned that only about 7 percent of Americans currently visit a chiropractor,and the small amount of media coverage about chiropractic is usually negative or wrong.What type of promotion can chiropractors use to improve their public image?

Accepted Answer

A)  Human resources management 
B)  Communications management 
C)  Public relations 
D)  Corporate identity advertising 
E)  Sales relationship management 
A)  Human resources management 
B)  Communications management 
C)  Public relations 
D)  Corporate identity advertising 
E)  Sales relationship management

Question 7

What is the most widely used PR tool?

Accepted Answer

A)  A data warehouse 
B)  A press kit 
C)  A trade show 
D)  A house organ 
E)  A press release 
A)  A data warehouse 
B)  A press kit 
C)  A trade show 
D)  A house organ 
E)  A press release

Question 8

When ExxonMobil,a company that has been accused of being insensitive to the environment,ran an ad that demonstrated its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund,it engaged in _____ advertising.

Accepted Answer

A)  community involvement 
B)  service 
C)  public relations 
D)  corporate identity 
E)  market identity communication 
A)  community involvement 
B)  service 
C)  public relations 
D)  corporate identity 
E)  market identity communication

Question 9

Ringling Bros.Circus found it necessary to protect itself against animal rights supporters who would send the media in towns they would visit and take photos and videos claiming to document animal abuse in the circus.To counter these negative tactics,the corporate communications director began visiting news editors ahead of time,armed with source materials and original footage to show how and where materials provided by activists were manipulated.She pointed out the age of the footage,and explained that it featured zoo animals,not circus animals,and African elephants,not the Asian elephants,that travel with Ringling Bros.The director engaged in:

Accepted Answer

A)  video news releases. 
B)  manipulative communications. 
C)  relationship management. 
D)  venue marketing. 
E)  press agentry. 
A)  video news releases. 
B)  manipulative communications. 
C)  relationship management. 
D)  venue marketing. 
E)  press agentry.

Question 10

Today,most companies are structured with a public relations orientation.

Accepted Answer

A) True 
 B)False

Question 11

You are likely to find feature articles in trade journals.

Accepted Answer

A) True 
 B)False

Question 12

What is the most widely used public relations tool?

Accepted Answer

News release (or press release)is the mo

Question 13

In 2006,interactive marketing services company CoolSavings,Inc.,changed its name to Q Interactive as a way to show the company offers more than just online couponing.In addition to online coupons,the company decided to offer lead generation,e-mail and loyalty programs across its network of Web properties and partner sites.CoolSavings used _____ to explain its name change to its publics.

Accepted Answer

A)  image 
B)  cause-related 
C)  self-promoting 
D)  corporate identity 
E)  market prep corporate 
A)  image 
B)  cause-related 
C)  self-promoting 
D)  corporate identity 
E)  market prep corporate

Question 14

A press release is the most widely used PR tool.

Accepted Answer

A) True 
 B)False

Question 15

Several Rotary clubs across the nation hold golf tournaments as fundraisers.Sponsors are asked to provide not only cash but also prizes,as well as beverages and snacks for the golfers.In other words,sponsors of these fundraising events provide money and:

Accepted Answer

A)  in kind. 
B)  pro bono gifts. 
C)  collateral products. 
D)  complementary items. 
E)  free perquisites. 
A)  in kind. 
B)  pro bono gifts. 
C)  collateral products. 
D)  complementary items. 
E)  free perquisites.

Question 16

Log Cabin syrup works with the National Park Foundation to restore America's log cabins.It has restored a cabin that housed George Washington at Valley Forge,the cabin that U.S.Grant used at the Battle of Petersburg,and a North Dakota cabin owned by Theodore Roosevelt.In addition to paying for the restoration,the company developed educational materials for schools to use,to learn more about building log cabins and why they should be preserved.This national company is generating:

Accepted Answer

A)  publicity. 
B)  sales promotion. 
C)  press agentry. 
D)  community involvement. 
E)  social advertising. 
A)  publicity. 
B)  sales promotion. 
C)  press agentry. 
D)  community involvement. 
E)  social advertising.

Question 17

Why is there controversy over the showing of video news releases?

Accepted Answer

Video news releases are most often criti

Question 18

One of the goals of PR is to develop and maintain:

Accepted Answer

A)  control of its publics. 
B)  dispassionate relationships with all the publics it encounters. 
C)  goodwill with most, if not all, of its publics. 
D)  advertising to all publics no matter how large or small. 
E)  reciprocity with all publics no matter their location or status. 
A)  control of its publics. 
B)  dispassionate relationships with all the publics it encounters. 
C)  goodwill with most, if not all, of its publics. 
D)  advertising to all publics no matter how large or small. 
E)  reciprocity with all publics no matter their location or status.

Question 19

In 2003,the Boston Catholic diocese reported an annual deficit of $10 million in the fund,which covers administrative costs and other centralized spending in the archdiocese.Later,the Boston Globe reported the deficit was actually $20 million.Then the diocese reported an unfunded pension liability of $80 million.The financial problems,a decline in the number of priests,and demographic trends that were emptying out a lot of the urban parishes and overfilling some of the suburban parishes,required the Boston diocese to engage in:

Accepted Answer

A)  image management. 
B)  negative publicity reduction. 
C)  press agentry. 
D)  crisis management. 
E)  risk management. 
A)  image management. 
B)  negative publicity reduction. 
C)  press agentry. 
D)  crisis management. 
E)  risk management.

Question 20

A company that engages in ambush marketing:

Accepted Answer

A)  is doing something illegal. 
B)  is trying to take advantage of a major event that it is not sponsoring. 
C)  creates captive audiences that it uses for bogus research. 
D)  steals sponsorship opportunities from other companies by offering more money to event planners. 
E)  unethically removes control of a sponsored event from event planners. 
A)  is doing something illegal. 
B)  is trying to take advantage of a major event that it is not sponsoring. 
C)  creates captive audiences that it uses for bogus research. 
D)  steals sponsorship opportunities from other companies by offering more money to event planners. 
E)  unethically removes control of a sponsored event from event planners.

Ambush marketing occurs when a company's name is on the stadium in which the sponsored event is occurring.

Which of the following is NOT a form of corporate advertising?

What is press agentry?

_____ is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

At a 2006 convention,chiropractors learned that only about 7 percent of Americans currently visit a chiropractor,and the small amount of media coverage about chiropractic is usually negative or wrong.What type of promotion can chiropractors use to improve their public image?

What is the most widely used PR tool?

When ExxonMobil,a company that has been accused of being insensitive to the environment,ran an ad that demonstrated its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund,it engaged in _____ advertising.

Today,most companies are structured with a public relations orientation.

You are likely to find feature articles in trade journals.

What is the most widely used public relations tool?

A press release is the most widely used PR tool.

Several Rotary clubs across the nation hold golf tournaments as fundraisers.Sponsors are asked to provide not only cash but also prizes,as well as beverages and snacks for the golfers.In other words,sponsors of these fundraising events provide money and:

Why is there controversy over the showing of video news releases?

One of the goals of PR is to develop and maintain:

A company that engages in ambush marketing:

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

Ambush marketing occurs when a company's name is on the stadium in which the sponsored event is occurring.

Which of the following is NOT a form of corporate advertising?

What is press agentry?

_____ is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

At a 2006 convention,chiropractors learned that only about 7 percent of Americans currently visit a chiropractor,and the small amount of media coverage about chiropractic is usually negative or wrong.What type of promotion can chiropractors use to improve their public image?

What is the most widely used PR tool?

When ExxonMobil,a company that has been accused of being insensitive to the environment,ran an ad that demonstrated its corporate support of the National Fish and Wildlife Federation's Save the Tiger fund,it engaged in _____ advertising.

Today,most companies are structured with a public relations orientation.

You are likely to find feature articles in trade journals.

What is the most widely used public relations tool?

A press release is the most widely used PR tool.

Several Rotary clubs across the nation hold golf tournaments as fundraisers.Sponsors are asked to provide not only cash but also prizes,as well as beverages and snacks for the golfers.In other words,sponsors of these fundraising events provide money and:

Why is there controversy over the showing of video news releases?

One of the goals of PR is to develop and maintain:

A company that engages in ambush marketing:

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