Question 1

A _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Accepted Answer

A)  rebate 
B)  royalty 
C)  sponsorship 
D)  premium 
E)  commission 
A)  rebate 
B)  royalty 
C)  sponsorship 
D)  premium 
E)  commission

Question 2

Which of the following is an example of a feature article?

Accepted Answer

A)  A basic fact sheet of information about an event 
B)  Updates about meetings and promotions posted on a company's bulletin board 
C)  A program or schedule of activities 
D)  A write-up about how to use a company's product 
E)  An announcement by a company about launching a new product 
A)  A basic fact sheet of information about an event 
B)  Updates about meetings and promotions posted on a company's bulletin board 
C)  A program or schedule of activities 
D)  A write-up about how to use a company's product 
E)  An announcement by a company about launching a new product

Question 3

For _____,the publicity person deals with program directors,assignment editors,or news editors.

Accepted Answer

A)  broadcast media 
B)  photo ads 
C)  print media 
D)  house organs 
E)  opinion samples 
A)  broadcast media 
B)  photo ads 
C)  print media 
D)  house organs 
E)  opinion samples

Question 4

_____ advertising can be most aptly used when a company changes its name.

Accepted Answer

A)  Cooperative 
B)  Cause-related 
C)  Recruitment 
D)  Public relations 
E)  Corporate identity 
A)  Cooperative 
B)  Cause-related 
C)  Recruitment 
D)  Public relations 
E)  Corporate identity

Question 5

Reputation management:

Accepted Answer

A)  is a short-term tactical process. 
B)  produces a temporary change in public opinion. 
C)  includes publicity and press agentry. 
D)  is a superset of public relations. 
E)  is applicable solely during a crisis. 
A)  is a short-term tactical process. 
B)  produces a temporary change in public opinion. 
C)  includes publicity and press agentry. 
D)  is a superset of public relations. 
E)  is applicable solely during a crisis.

Question 6

List out the six pointers for measuring the value of event sponsorships suggested by the IEGSR.

Accepted Answer

The IEGSR suggests the following pointer

Question 7

_____ refers to informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.

Accepted Answer

A)  Lobbying 
B)  Polybagging 
C)  Opinion sampling 
D)  Trade advertising 
E)  Personal selling 
A)  Lobbying 
B)  Polybagging 
C)  Opinion sampling 
D)  Trade advertising 
E)  Personal selling

Question 8

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

Accepted Answer

A)  Cooperative advertising 
B)  Database marketing 
C)  Trade concentration 
D)  Ambush marketing 
E)  Philanthropy 
A)  Cooperative advertising 
B)  Database marketing 
C)  Trade concentration 
D)  Ambush marketing 
E)  Philanthropy

Question 9

The PR department of Thompson Inc.,a textile manufacturer,is setting up a program through which several of the company's employees will undertake awareness drives at malls to talk to the public about climate change.Through these activities,the company aims to publicize the impact of climate change and what one can do to lower his/her environmental footprint.Thompson Inc.is using a strategy of reputation management known as _____.

Accepted Answer

A)  in-store sampling 
B)  recruitment advertising 
C)  forward buying 
D)  community involvement 
E)  cooperative advertising 
A)  in-store sampling 
B)  recruitment advertising 
C)  forward buying 
D)  community involvement 
E)  cooperative advertising

Question 10

What role does speechwriting play for public relations professionals? Explain.

Accepted Answer

PR practitioners often engage in speechw

Question 11

A company's publics change constantly.

Accepted Answer

A) True 
 B)False

Question 12

In IMC terms,unintentional publicity:

Accepted Answer

A)  is easy to control. 
B)  is foresighted by the company. 
C)  originates solely from print media. 
D)  is an unplanned message. 
E)  is staged by the company. 
A)  is easy to control. 
B)  is foresighted by the company. 
C)  originates solely from print media. 
D)  is an unplanned message. 
E)  is staged by the company.

Question 13

Greyward Bank established a name for itself when it offered the city of Rhodia 50 million dollars for the naming rights of a soon-to-be built football stadium.The city accepted the offer and the stadium was named the Greyward Football Stadium.In this scenario,Greyward Bank undertook _____.

Accepted Answer

A)  event marketing 
B)  people marketing 
C)  cooperative advertising 
D)  ambush marketing 
E)  venue marketing 
A)  event marketing 
B)  people marketing 
C)  cooperative advertising 
D)  ambush marketing 
E)  venue marketing

Question 14

Nancy is a public relations officer at SkyMeetings,a ski learning institute.She has been assigned the task of setting up a corporate blog for ski enthusiasts and members of the institute.Which of the following guidelines should Nancy follow to develop the blog?

Accepted Answer

A)  Steer clear of doing a trial run because it is time-consuming. 
B)  Make the blog a stand-alone tactic, exclusive to the company's IMC. 
C)  Provide information that the public can find elsewhere in order to avoid opinion clashes. 
D)  Limit feedback from critics by regularly deleting negative comments. 
E)  Establish clear objectives for the blog. 
A)  Steer clear of doing a trial run because it is time-consuming. 
B)  Make the blog a stand-alone tactic, exclusive to the company's IMC. 
C)  Provide information that the public can find elsewhere in order to avoid opinion clashes. 
D)  Limit feedback from critics by regularly deleting negative comments. 
E)  Establish clear objectives for the blog.

Question 15

A drawback of sponsorships is that:

Accepted Answer

A)  it is difficult to evaluate the effectiveness of a particular sponsorship. 
B)  it does not help enhance a company's public image. 
C)  it is not approved by the public. 
D)  it does not have the ability to involve customers and prospects. 
E)  its access to customers is cluttered by competition, irrespective of the venue of an event. 
A)  it is difficult to evaluate the effectiveness of a particular sponsorship. 
B)  it does not help enhance a company's public image. 
C)  it is not approved by the public. 
D)  it does not have the ability to involve customers and prospects. 
E)  its access to customers is cluttered by competition, irrespective of the venue of an event.

Question 16

Business-to-business trade shows attract limited numbers of sponsors because it does not allow clients to talk to prospects and customers in the same place and at the same time.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a benefit of sponsorship?

Accepted Answer

A)  It avoids clutter by disallowing costs to be spread among co-participants. 
B)  It is primarily an unknown, undiscovered concept for the public. 
C)  It is easy to evaluate the effectiveness of a sponsorship campaign. 
D)  It enhances the image of the company sponsoring them. 
E)  It is highly cost-efficient. 
A)  It avoids clutter by disallowing costs to be spread among co-participants. 
B)  It is primarily an unknown, undiscovered concept for the public. 
C)  It is easy to evaluate the effectiveness of a sponsorship campaign. 
D)  It enhances the image of the company sponsoring them. 
E)  It is highly cost-efficient.

Question 18

Which of the following is true of feature articles?

Accepted Answer

A)  They comprise hard news about companies. 
B)  They can give companies and products credibility. 
C)  They can be written only by a PR person. 
D)  They have immediate deadlines. 
E)  Their drawback is that they cannot be published at the editor's convenience. 
A)  They comprise hard news about companies. 
B)  They can give companies and products credibility. 
C)  They can be written only by a PR person. 
D)  They have immediate deadlines. 
E)  Their drawback is that they cannot be published at the editor's convenience.

Question 19

Press agentry refers to:

Accepted Answer

A)  conducting market research to determine the best public relations strategy. 
B)  a dialogue between the media and the community. 
C)  planning and staging of events to generate publicity. 
D)  internal announcements about a company's rules and policies to its employees. 
E)  using phone interviews and focus groups to receive consumer feedback. 
A)  conducting market research to determine the best public relations strategy. 
B)  a dialogue between the media and the community. 
C)  planning and staging of events to generate publicity. 
D)  internal announcements about a company's rules and policies to its employees. 
E)  using phone interviews and focus groups to receive consumer feedback.

Question 20

What role do photos play as a public relations tool?

Accepted Answer

Photos of events,products in u

A _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Which of the following is an example of a feature article?

For _____,the publicity person deals with program directors,assignment editors,or news editors.

_____ advertising can be most aptly used when a company changes its name.

Reputation management:

List out the six pointers for measuring the value of event sponsorships suggested by the IEGSR.

_____ refers to informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.

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

What role does speechwriting play for public relations professionals? Explain.

A company's publics change constantly.

In IMC terms,unintentional publicity:

Greyward Bank established a name for itself when it offered the city of Rhodia 50 million dollars for the naming rights of a soon-to-be built football stadium.The city accepted the offer and the stadium was named the Greyward Football Stadium.In this scenario,Greyward Bank undertook _____.

Nancy is a public relations officer at SkyMeetings,a ski learning institute.She has been assigned the task of setting up a corporate blog for ski enthusiasts and members of the institute.Which of the following guidelines should Nancy follow to develop the blog?

A drawback of sponsorships is that:

Business-to-business trade shows attract limited numbers of sponsors because it does not allow clients to talk to prospects and customers in the same place and at the same time.

Which of the following is a benefit of sponsorship?

Which of the following is true of feature articles?

Press agentry refers to:

What role do photos play as a public relations tool?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Filters

Exam 19: Relationship Building

A _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Which of the following is an example of a feature article?

For _____,the publicity person deals with program directors,assignment editors,or news editors.

_____ advertising can be most aptly used when a company changes its name.

Reputation management:

List out the six pointers for measuring the value of event sponsorships suggested by the IEGSR.

_____ refers to informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.

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

What role does speechwriting play for public relations professionals? Explain.

A company's publics change constantly.

In IMC terms,unintentional publicity:

Greyward Bank established a name for itself when it offered the city of Rhodia 50 million dollars for the naming rights of a soon-to-be built football stadium.The city accepted the offer and the stadium was named the Greyward Football Stadium.In this scenario,Greyward Bank undertook _____.

Nancy is a public relations officer at SkyMeetings,a ski learning institute.She has been assigned the task of setting up a corporate blog for ski enthusiasts and members of the institute.Which of the following guidelines should Nancy follow to develop the blog?

A drawback of sponsorships is that:

Business-to-business trade shows attract limited numbers of sponsors because it does not allow clients to talk to prospects and customers in the same place and at the same time.

Which of the following is a benefit of sponsorship?

Which of the following is true of feature articles?

Press agentry refers to:

What role do photos play as a public relations tool?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Filters