Deck 1: An Introduction to Marketing Public Relations

Question 1

Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________.

A) building anticipation for the book's release
B) providing the back story on the upcoming film version
C) embargoing any hint of the book's plot
D) investing heavily in conventional advertising strategies
E) limiting supply of the book in its first week of sales

Answer 1

building anticipation for the book's release

Question 2

The term marketer refers to the ________.

A) advertising agency developing a product campaign
B) public relations firm in contact with media organizations
C) organization that has the product, service, or idea it desires to sell
D) purchaser of a good or service
E) media channels through which a product is promoted

Answer 2

organization that has the product, service, or idea it desires to sell

Question 3

Marketing public relations is a unique form of marketing because ________.

A) marketers rely solely on non-media channels to disseminate their messages
B) consumer behavior is more reliable than with other forms of marketing
C) firms pay their public relations agencies only if they produce measurable results
D) it has almost entirely replaced advertising as a means of promotion
E) audiences are drawn to communication outlets where they gain access to information they crave

Answer 3

audiences are drawn to communication outlets where they gain access to information they crave

Question 4

Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?

A) The mass market has become more uniform in its needs and preferences.
B) The global market for goods and services is diminishing.
C) Advertising results are hard to measure.
D) Consumers are taking greater control of the communication process.
E) Most audiences have completely migrated away from television.

Question 5

The "father" of modern public relations is ________.

A) Marshall McLuhan
B) Edward Bernays
C) Al Ries
D) Philip Kotler
E) Mark Zuckerberg

Question 6

Tools by which consumers create marketing messages and other brand exchanges themselves are collectively known as ________.

A) public relations
B) personal selling
C) consumer-generated marketing
D) brand advertising
E) publicity

Question 7

Identify one way public relations and consumer-generated marketing resemble each other.

A) Firms rely heavily on creating advertising campaigns in traditional media outlets.
B) Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer.
C) Companies have no tools with which to measure outcomes.
D) Consumers are totally in control of message creation.
E) Neither are elements in the promotional mix.

Question 8

Consumer-generated marketing (CGM) ________.

A) is most effective in non-electronic communication environments.
B) emphasizes expensive, well-targeted advertising messages.
C) works best in large metropolitan areas.
D) relies solely on digital communication outlets.
E) encourages consumers to create marketing messages themselves.

Question 9

How does MPR differ from conventional marketing?

A) MPR encourages media to voluntarily convey messages about products.
B) MPR emphasizes personal sales above all other elements of the promotional mix.
C) MPR concentrates on business-to-business marketing.
D) MPR eliminates the need for intermediaries.
E) There is no difference. MPR and conventional marketing are the same.

Question 10

In the MPR context, CGM is the abbreviation for ________.

A) consumer goods market.
B) cost of goods manufactured.
C) consumer generated marketing.
D) communication generated messages.
E) corporation general meeting

Question 11

________ occurs when consumers assume a large part of the promotional function.

A) Consumer activism
B) Public relations
C) Integrated marketing communication
D) Consumer-generated marketing
E) Brand management

Question 12

Blogs are a type of ________.

A) online measurement tool
B) organizational stakeholder
C) retail outlet
D) communication medium
E) software

Question 13

________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services.

A) Publicity
B) Organizational communication
C) Promotion
D) Public relations
E) Personal selling

Question 14

________ are the set of organizations and individuals involved in the process of channeling product messages to consumers.

A) Marketers
B) Intermediaries
C) Advertisers
D) Facilitators
E) Hierarchies

Question 15

One of marketing's main goals is to ________.

A) transform all promotional efforts into public relations campaigns
B) place the bulk of a firm's messages in digital media outlets
C) control every single message in the promotional mix
D) purchase media time and space as cheaply as possible
E) change consumer behavior relative to a product

Question 16

Goods and services ________.

A) constitute two categories of products, along with ideas
B) are exclusively promoted through public relations
C) exist solely in a market economy
D) are used only by consumers, not businesses
E) are unlikely to be promoted in an MPR campaign

Question 17

In public relations, media are considered to be ________.

A) outmoded channels of communication used solely for advertising purposes
B) profit-making organizations with a stake in the messages being distributed
C) communication tools that directly disseminate messages to consumers and businesses
D) limited to print journalism outlets - newspapers and magazines
E) adversaries that firms should avoid communicating with

Question 18

The marketing mix is an assortment of tools that ________.

A) marketers use to manage the consumer purchase process
B) public relations agencies employ to conduct public opinion research
C) marketers use exclusively to formulate MPR campaigns
D) media outlets utilize to measure audience response
E) consumers use to make online recommendations

Question 19

What is one way MPR protects the sales and/or image of a product?

A) MPR encourages firms to develop crisis management plans.
B) MPR invests heavily in creative branding campaigns.
C) MPR encourages intermediaries to communicate directly with consumers.
D) MPR emphasize search engine optimization.
E) MPR places tremendous importance on prices for media space and time.

Question 20

The Four Ps of the marketing mix are ________.

A) positioning, placement, profit and predictability
B) public relations, production, pull and precision
C) publicity, preference, pre-test and post-test
D) product, price, place and promotion
E) publicity, profit, product, and pull.

Question 21

Marketers commonly refer to any good, service, idea, or personality to which public relations can be applied as ________.

A) product
B) place
C) public
D) promotion
E) positioning

Question 22

Intermediaries are ________.

A) firms that broker media space and time for advertisers
B) organizations or individuals that pass product messages from a firm to consumers
C) media measurement firms that rate the satisfaction of online purchasers
D) consumers who volunteer to test new product releases
E) media representatives who negotiate advertising rates

Question 23

Which of the following conditions must be met to effectively employ marketing public relations?

A) Marketing and public relations practitioners need to better understand how to use a variety of intermediaries to convey promotional messages.
B) Public relations agencies need to acquire firms specializing in other communication strategies.
C) All promotional elements need to be brought under control of the marketing department.
D) Practitioners of MPR need to have backgrounds in creative advertising.
E) Firms must establish a directly proportional link between promotion and sales.

Question 24

The central idea of ________ is that all of an organization's activities communicate with its various audiences and stakeholders.

A) advertising
B) public relations
C) marketing
D) return on investment
E) consumer generated marketing

Question 25

Marketing intermediaries is a term used to describe ________.

A) consumer advocacy groups
B) channels of communication
C) public relations agencies
D) product distribution channels
E) front-line sales personnel

Question 26

A firm's stakeholders generally do NOT include ________.

A) investors
B) journalists
C) customers
D) employees
E) audiences

Question 27

Public relations practitioners define a public as a ________.

A) key audience segment in an advertising campaign
B) group of people who shop for products based on brand recognition
C) media organization responsible for distributing messages
D) group that affect an organization and is affected by the organization's activities
E) measurement of audience response to a promotional message

Question 28

A firm's prospective customers generally ________.

A) purchase a firm's products without first obtaining information
B) count among an organization's stakeholders
C) do not respond well to consumer generated marketing
D) tend to be more brand conscious than existing customers
E) are an abstract concept of little importance to sales

Question 29

Clorox's partnership with the Sierra Club to launch a line of green cleaning products is an example of a firm ________.

A) using advertising to reach a mass consumer audience
B) reaching out to various stakeholders to create a positive public impression
C) abandoning its traditional consumer base
D) launching a new product without need for psychographic testing
E) bowing to government pressure

Question 30

Which of the following statements best describes marketing public relations?

A) MPR is difficult to integrate into a marketing strategy.
B) Firms with low credibility use MPR relations the most.
C) MPR is the least effective promotional tool.
D) MPR outcomes are not always under the control of the marketer.
E) MPR is significantly more expensive than advertising to implement.

Question 31

Calculating return on investment (ROI) is often different for MPR practitioners since ________.

A) the public relations discipline does not use quantitative tools
B) ROI is exclusively used to monitor advertising expenditures
C) marketing goals can be based on hard-to-measure attitudes and opinions
D) firms rarely trust ROI figures tabulated for communication efforts
E) MPR is solely a communication function, not a business tool

Question 32

The fact that most U.S. companies do not have a formal MPR process is puzzling because ________.

A) MPR efforts are highly credible and relatively inexpensive to conduct
B) MPR is the oldest form of marketing communication in America
C) MPR has replaced public relations and advertising as the preferred mode of promotional communication
D) MPR is taught in practically every business school
E) MPR accounts for every case of successful crisis management

Question 33

An organization should be especially cautious about using MPR when ________.

A) the economy is in a downturn and marketing budgets are low
B) the firm is concurrently running advertising campaigns
C) return on investment is inherently unpredictable
D) the message of the firm is not particularly newsworthy
E) the public relations function is overseen by the legal department

Question 34

Packaging a message in an easily digestible way allows MPR practitioners to better ________.

A) measure ROI and prepare future marketing budgets
B) optimize the message for Internet search engines
C) demonstrate the value of a story and gain the media's attention
D) find advertisers to underwrite message distribution costs
E) negotiate rates with mass media organizations

Question 35

What is one critical indication that an MPR campaign is becoming successful?

A) Journalists call for more information.
B) Media mentions diminish significantly.
C) A firm launches an advertising campaign.
D) The media stop reporting your story.
E) A firm develops a crisis communication plan.

Question 36

Marketers optimally can make their presence felt by ________.

A) distributing messages about everything they do, no matter how trivial
B) understanding the needs of their customers and how to influence them
C) holding regular news conferences
D) getting their employees to blog about their organization's products
E) purchasing advertising air time during the Super Bowl

Question 37

In what way has technology magnified MPR as a marketing tool?

A) Blogs and other social media have rendered advertising obsolete.
B) Messages, in whatever medium, now have global reach.
C) High definition images allow better product close-ups in television commercials.
D) Audiences now have access to hundreds of specialized television channels.
E) Store managers can instantly update suppliers about changes in product demand.

Question 38

The PRSA ethics code ________.

A) provides public relations practitioners a constructive way to frame ethical issues in their profession.
B) is used by the federal government to prosecute ethics violators in the private sector.
C) was first drafted by Edward Bernays.
D) helps mass media organizations to develop their own editorial policies.
E) is merely theoretical and used mostly to teach communication ethics to students.

Question 39

When the source of conversation about a product is trustworthy, consumers are more likely to purchase the product and, in turn, talk about it.

Question 40

According to Al and Laura Ries, there is already a noticeable shift in the ways organizations are promoting products, services and ideas.

Question 41

Advertising is a firm's efforts to build good relations with its various publics.

Question 42

MPR relies on intermediaries to spread the word about a firm's products and brands.

Question 43

Marketing Public Relations is public relations used for marketing purposes.

Question 44

Public relations is limited to an organization's marketing function.

Question 45

Establishing a direct correlation between ROI and MPR activities is fairly easy.

Question 46

Newsworthiness is subjective and dependent upon the audience being targeted in an MPR effort.

Question 47

In order to be successful, MPR typically does not depend on close collaboration between marketers and the media.

Question 48

A newsworthy story may fail to attract attention if an organization has incorrectly identified the channel(s) through which to disseminate its message.

Question 49

MPR is an ideal set of tools to reach mainly local audiences.

Question 50

MPR practitioners generally do not have to worry about ethical practices.

Question 51

The PRSA code of ethics provides professionals in the public relations industry with specific standards of practice.

Question 52

The Falcon's Lair wants to increase business by selling more products overseas.

Question 53

Consumer generated marketing is a marketing effort that puts the creation of marketing messages in the hands of consumers.

Question 54

Intermediaries pass messages about products from advertising agencies to the media.

Question 55

The marketing mix is a set of tools that allows firms to manage the consumer decision-making process.

Question 56

Blogs are not considered a medium.

Question 57

A public is any group that can affect the activities of a marketer and also be affected by those activities.

Question 58

Stakeholders generally include a firm's current customers, but not its prospective customers.

Question 59

Define Marketing Public Relations.

Question 60

Briefly explain the change in the promotional environment enabled by the Internet, as postulated by Al and Laura Ries in The Fall of Advertising and the Rise of PR.

Question 61

How do word-of-mouth and buzz differ from traditional public relations?

Question 62

Briefly explain why such promotional activities as advertising, personal selling and trade promotions do not qualify as MPR.

Question 63

Who are an organization's stakeholders?

Question 64

What is one major drawback of new coverage generated by MPR? Provide a recent example of MPR gone astray.

Question 65

MPR is the technique of turning an organization's activities into news. Provide a few examples of opportunities for MPR in today's media environment.

Question 66

Why is it essential for an organization to properly identify the channels it uses to tell its story?

Question 67

What is the purpose of the PRSA Member Statement of Professional Values?

Question 68

Why does Falcon's Lair wish to utilize MPR?

Question 69

Explain in precise terms the ways MPR differs from other components in the promotional mix and why marketers need to understand such differences.

Question 70

Describe the marketing mix in detail.

Question 71

What is the task of MPR? What are the seven goals of communication that assist marketers in accomplishing this task?

Question 72

Explain in complete terms the nine basic rules of MPR.

Question 73

What are the major, compelling arguments in favor of ethical behavior by MPR practitioners?