Question 1

The major problem associated with the use of news conferences as a public relations tool is that they are no longer seen as credible.

Accepted Answer

A) True 
 B)False

Question 2

When pet food brands provide product samples and informational brochures to veterinarians to give to pet owners who visit them they are doing corporate image marketing.

Accepted Answer

A) True 
 B)False

Question 3

Corporate advertising is designed to promote a specific brand.

Accepted Answer

A) True 
 B)False

Question 4

Describe the objectives and features of Influencer Marketing, including profiles of the several types in use today: Professional Influencers, the cultivation of Connectors, and Buzz and Viral marketing.

Accepted Answer

The answer of Describe the objectives and features of Influencer...

Question 5

An advertisement paid for by the Mississippi Department of Tourism is placed in Living Blues magazine. It invites blues aficionados to drive Highway 61 through the heart of the Mississippi Delta to discover the feeling of juke joints and cotton fields. This is an example of a public relations effort with the objective of

Accepted Answer

A)  promoting goodwill. 
B)  promoting a brand or service. 
C)  lobbying. 
D)  none of these--it is not a public relations effort, it is advertising.

Question 6

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
-(Scenario 13-1) Ketchum Public Relations has designed a website, the MGD Tap Room, for Miller Genuine Draft beer. It provides general information on beer, on Miller brands and topics of interest to a demographic group of 20 to 30 year olds. This site seems to have set ____ as its primary objective.

Accepted Answer

A)  promoting goodwill 
B)  promoting a brand or service 
C)  delivering an internal communication 
D)  counteracting negative publicity

Question 7

A large oil company undertakes an extensive research effort designed to identify opportunities for the company to present itself in a positive light. This research effort is called a public relations audit.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is not a tool of public relations?

Accepted Answer

A)  Press release 
B)  Feature story 
C)  Company newsletter 
D)  Infomercial

Question 9

Which of the statements is true of feature stories?

Accepted Answer

A)  They offer a single journalist an opportunity to do a lengthy piece on some aspect of a company that it wants the public to know 
B)  The journalist who does a feature gets exclusive rights to the information 
C)  The feature story is more controllable by the company than is a press release 
D)  All of these statements are true of feature stories as PR tools

Question 10

Scenario 13-5
General Dynamics produces jet fighters, submarines, and other high tech defense equipment for the United States government, as well as for a handful of foreign governments that are approved to purchase such weapons. General Dynamics has several communications challenges. The firm must make its presence known to decision makers in the military and in government. It must also engender support from the public in a way that causes voters to contact their legislators to support funding for programs that require products manufactured by General Dynamics.
-(Scenario 13-5) Most voters do not know what firms produce jet fighters for the U.S. Air Force and Navy. General Dynamic thinks that some level of awareness of this is important so that Congressional support for the firm's operations remains high. Which of the following objectives of public relations should General Dynamics be focusing on to achieve this communication objective?

Accepted Answer

A)  promoting a product or service 
B)  preparing internal communications 
C)  counteracting negative publicity 
D)  lobbying

Question 11

Scenario 13-5
General Dynamics produces jet fighters, submarines, and other high tech defense equipment for the United States government, as well as for a handful of foreign governments that are approved to purchase such weapons. General Dynamics has several communications challenges. The firm must make its presence known to decision makers in the military and in government. It must also engender support from the public in a way that causes voters to contact their legislators to support funding for programs that require products manufactured by General Dynamics.
-(Scenario 13-5) Much of the work that General Dynamics does on a day-to-day basis is highly classified. As a result, the firm must be very careful when it identifies characteristics of the firm or aspects of the firm's activities that are positive and newsworthy. Which of the following tools is best suited to help accomplish this task?

Accepted Answer

A)  a public relations audit 
B)  a marketing plan 
C)  a public relations plan 
D)  a media plan

Question 12

The primary focus of public relations is to use unpaid media to create communications that will ultimately result in increased sales.

Accepted Answer

A) True 
 B)False

Question 13

Scenario 13-5
General Dynamics produces jet fighters, submarines, and other high tech defense equipment for the United States government, as well as for a handful of foreign governments that are approved to purchase such weapons. General Dynamics has several communications challenges. The firm must make its presence known to decision makers in the military and in government. It must also engender support from the public in a way that causes voters to contact their legislators to support funding for programs that require products manufactured by General Dynamics.
-(Scenario 13-5) During national election seasons, General Dynamics will feature advertisements on television news programs such as Face the Nation and Meet the Press. The message from these ads is that America must be careful to maintain a strong defense in the face of changing world political scenarios. Which of the following best describes this type of communication?

Accepted Answer

A)  public relations 
B)  publicity 
C)  cause-related advertising 
D)  advocacy advertising

Question 14

What common goal do corporate image advertising, advocacy advertising, and cause-related advertising share? Outline the unique features of each of these types of corporate advertising.

Accepted Answer

The answer of What common goal do corporate image advertising,...

Question 15

Describe the purpose of a public relations audit. What sources of information are used? What types of information are gathered?

Accepted Answer

The answer of Describe the purpose of a public relations...

Question 16

Scenario 13-3
The lobbying program administered by the Wisconsin Ethics Board is the only program in the country that provides citizens information about the businesses and organizations trying to influence the legislature, what they are lobbying about, and the time and money each is devoting to these matters. Organizations employing lobbyists recently reported to the Ethics Board their lobbying expenditures for 2003.The organization that reported spending the most on lobbying activities during the first year of the 2003-2004 legislative session was Wisconsin Education Association Council who spent $1,083,487, which had been recently criticized in the public press.
("Wisconsin Ethics Boards 2003 Lobbying Report," http://ethics.state.wi.us, 2003-2204)
-(Scenario 13-3) Wisconsin Education Association Council sent the press an expensive, highly attractive eight page package that explained the organizations position on education issues. The disadvantage of this approach, as opposed to offering a media outlet an exclusive feature story, was that

Accepted Answer

A)  the press could have charged advertising rates to run the press release. 
B)  the press release gave a low degree of control over the final story. 
C)  a press release is effective only when used as a proactive strategy. 
D)  a press release takes far more planning than an exclusive interview.

Question 17

You are the public relations manager for a manufacturing plant that has been the chief employer in a town of 100,000 people for the past 40 years. However, rumors are running rampant that the plant is considering moving to a state with more favorable labor and tax laws. Although the plant had investigated the possibilities of doing just that, it has decided against it.
Declare your overall strategy and then how and why you would use four of the following five tools in a public relations effort for the plant: press releases, feature stories, company newsletters, press conferences, and sponsored events. Also, identify any potential positives and negatives associated with each tool.

Accepted Answer

The answer of You are the public relations manager for...

Question 18

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
-(Scenario 13-1) Formerly Miller viewed public relations in a more traditional way - using reactive strategies and tactics. This meant that they

Accepted Answer

A)  Responded to influences outside the control of the company, requiring defensive measures. 
B)  Faced issues first with defensive measures, then switched to offensive measures. 
C)  Began each project driven by public relations objectives for strengthening the brand's image. 
D)  Rarely spend their entire annual public relations budget, shifting it to advertising instead

Question 19

Promoting a product through press releases or events is a public relations tactic to increase sales.

Accepted Answer

A) True 
 B)False

Question 20

Advocacy advertising is an attempt to establish an organizations position on important social, political or environmental issues.

Accepted Answer

A) True 
 B)False

Exam 13: Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

The major problem associated with the use of news conferences as a public relations tool is that they are no longer seen as credible.

When pet food brands provide product samples and informational brochures to veterinarians to give to pet owners who visit them they are doing corporate image marketing.

Corporate advertising is designed to promote a specific brand.

Describe the objectives and features of Influencer Marketing, including profiles of the several types in use today: Professional Influencers, the cultivation of Connectors, and Buzz and Viral marketing.

A large oil company undertakes an extensive research effort designed to identify opportunities for the company to present itself in a positive light. This research effort is called a public relations audit.

Which of the following is not a tool of public relations?

Which of the statements is true of feature stories?

The primary focus of public relations is to use unpaid media to create communications that will ultimately result in increased sales.

What common goal do corporate image advertising, advocacy advertising, and cause-related advertising share? Outline the unique features of each of these types of corporate advertising.

Describe the purpose of a public relations audit. What sources of information are used? What types of information are gathered?

Promoting a product through press releases or events is a public relations tactic to increase sales.

Advocacy advertising is an attempt to establish an organizations position on important social, political or environmental issues.