Exam 19: Relationship Building

Forever 21,a company that manufactures fashion clothing,believes that their employees are their primary asset.In PR terminology,Forever 21's employees can be categorized as the company's _____.

A _____ is a publication about happenings and policies at the company.

How does advertising differ from public relations?

A disadvantage of sponsorship is that it:

The primary media used for corporate advertising is radio ads.

To attract media attention,publicity should be _____.

Companies use _____ to communicate their views on issues that affect their business,to protect their position in the marketplace,to promote their philosophy,or to make a political or social statement.

To spur players' interest in the game of City Lake,Brownstone Brothers issued a document through which it announced that for the first time in ten years,it would be adding new elements to the game.The new elements would include bonus points,challenges,and new rules.Which of the following did Brownstone Brothers issue to announce changes in its game?

Public relations objectives are easier to quantify than those of advertising.

Corporate advertising is a smaller category of advertising than public relations advertising.

Which of the following is true of public relations?

Wright & Parson Co.recently organized the "Right to Education" program in which employees,over the period of one year,spent their weekends volunteering to teach underprivileged children.Which PR tool did Wright & Parson Co.use in this scenario?

Inkheart,a fashion clothing boutique,has recently started placing ads in the Sunday supplement of New York 65.Through these ads placed in the newspaper,the company promotes its new products and trendy accessories.The ads have helped increase traffic at the store and tripled the store's sales by 25 percent since the past month.In such a scenario,which of the following is Inkheart doing?

In 2006,Rivera Brewing Co.expanded its involvement with the Orion Football League by signing a two-year deal with them.As part of the deal for which Rivera paid a million dollars,the brewing company would gain the rights to use the Football League's trademarks for retail promotions undertaken during the two year period.What promotional tool is Rivera using?

The primary goal of public relations is to gain commercial incentives from all sectors of its public.

Funding of charity events is an example of sponsorship in the area of _____.

Advertorials are free ads with the lowest readership base.

Pine Wood Resorts is a chain of forest lodges.At present,Sarah,the PR manager of the company,is building contacts and engaging with editors of travel magazines.Through these established networks,she wants write-ups about the lodges to be featured in various magazines.In this scenario,Sarah is _____ to market Pine Wood Resorts.

A marketing services company has recently changed its name to Money Savers as a way to show that it offers more than just online coupons.It has started offering lead generation,e-mail and loyalty programs across its network of partner sites.Which of the following types of advertising will best help Money Savers to explain its name change to its public?

An advantage of ambush marketing to sponsors is that it can be highly cost-efficient.