Deck 17: Public Relations, Publicity, and Corporate Advertising

Question 1

A major advantage of public relations is the potential for completing the communications process.
Perhaps the major disadvantage of public relations is the potential for not completing the communications process. While public relations messages can break through the clutter of commercials, a receiver may not make the connection to the source.

Answer 1

False

Question 2

Publicity is a subset of the public relations effort.
Publicity is really a subset of the public relations effort.

Answer 2

True

Question 3

The fact that the media are not being compensated for providing information makes public relations a credible source among the public.
The fact that the media are not being compensated for providing the information may lead receivers to consider the news from public relations to be more truthful and credible.

Answer 3

True

Question 4

The public relations process is an ongoing process.
The public relations process is an ongoing one, requiring formalized policies and procedures for dealing with problems and opportunities.

Question 5

One of the main reasons why firms are concerned about public attitudes is that these attitudes may affect the sales of the firm's products.
Why is a firm so concerned with public's attitudes? One reason is that these attitudes may affect sales of a firm's products.

Question 6

The relative cost of public relations is very high.
In both absolute and relative terms, the cost of public relations is very low, especially when the possible effects are considered.

Question 7

Public relations is designed to provide only positive information about a firm.
Public relations is designed to provide positive information about a firm and is usually controlled by the firm or its agent.

Question 8

Public relations is limited to business management.
Public relations is not limited to business management, but extends to other types of organizations, including nonprofit institutions.

Question 9

Public relations messages are subject to the clutter of ads.
Since they are typically perceived as news items, public relations messages are not subject to the clutter of ads.

Question 10

People who live and work in the community where a firm is located are often the target of public relations efforts.
People who live and work in the community where a firm is located or doing business are often the target of public relations efforts.

Question 11

Publicity is usually perceived as being sponsored by a company.
Unlike advertising and sales promotions, publicity is not usually perceived as being sponsored by a company.

Question 12

Publicity, public relations, and corporate advertising are integral parts of the overall promotional effort.
Publicity, public relations, and corporate advertising all have promotional program elements that may be of great benefit to marketers. They are integral parts of the overall promotional effort that must be managed and coordinated with the other elements of the promotional mix.

Question 13

Public relations is usually controlled by a firm or its agent.
Public relations is designed to provide positive information about a firm and is usually controlled by the firm or its agent.

Question 14

Public relations is typically a short-term strategy, while publicity is a concerted program extending over a period of time.
Publicity is typically a short-term strategy, while public relations is a concerted program extending over a period of time.

Question 15

Publicity is always positive and is always under the control of, or paid for by, an organization.
Publicity is not always positive and is not always under the control of, or paid for by, an organization. Both positive and negative publicity often originates from sources other than the firm.

Question 16

Community members and customers of a firm are considered external because the firm normally communicates with them in the ordinary routine of work.
Why are community members and customers of a firm considered internal rather than external? According to John Marston, it's because these groups are already connected with the organization in some way, and the firm normally communicates with them in the ordinary routine of work.

Question 17

Ads themselves can be the focus of publicity.
Ads themselves can be the focus of publicity. There seems to be as much hype about the ads on the Super Bowl as there is for the game itself.

Question 18

Public relations efforts are often targeted to more than one group of individuals.
Public relations efforts are often targeted to more than one group, and are a direct result of concerns initiated in the marketplace.

Question 19

To be used by the press, information must be of interest to the medium as well as to its audience.
To be used by the press, information must be factual, true, and of interest to the medium as well as to its audience.

Question 20

Since public relations communications are not perceived in the same light as advertising, they tend to have less credibility.
Since public relations communications are not perceived in the same light as advertising-that is, the public does not realize an organization either directly or indirectly paid for them-they tend to have more credibility.

Question 21

The new role of PR differs from the traditional role of PR in that it:

A)views PR as a nonmarketing function.
B)has a narrower perspective of PR functions.
C)considers marketing and public relations as separate departments.
D)considers all noncustomer relationships necessary only in a marketing context.
E)requires the marketing department to report to public relations.

Question 22

According to Thomas. L. Harris, public relations activities that are designed to support marketing objectives are known as:

A)service marketing communications.
B)public administration functions.
C)marketing public relations functions.
D)public activity networking.
E)marketing system functions.

Question 23

One of the reasons why corporate advertising is considered controversial is because it is a costly form of self-indulgence.
Corporate advertising is a costly form of self-indulgence. Firms have been accused of engaging in corporate image advertising only to satisfy the egos of top management.

Question 24

According to Cutlip and Center, which of the following is the first step to developing a public relations plan?

A)Hold programs to handle PR problems.
B)Develop plans for handling PR problems.
C)Define PR problems.
D)Take actions to counter PR problems.
E)Evaluate the programs taken to counter PR programs.

Question 25

Marketing objectives that may be aided by _____ activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance.

A)sales promotion
B)public relations
C)advertising
D)human resources
E)outdoor marketing

Question 26

Which of the following is a disadvantage of MPR?

A)It is not a cost-effective way to reach the market.
B)It fails to achieve credibility.
C)It is difficult to tie in slogans and other advertising devices.
D)It fails to break through the clutter.
E)It does help in improving ROI.

Question 27

A disadvantage associated with corporate image advertising is its inability to reach a select target market.
An advantage associated with corporate image advertising is that it reaches a select target market. Corporate image advertising should not be targeted to the general public. It is often targeted to investors and managers of other firms rather than to the general public. It doesn't matter if the general public does not appreciate this form of communication, as long as the target market does.

Question 28

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.

A)Public relations
B)Image advertising
C)Corporate advertising
D)Public administration
E)Public offering

Question 29

The new role of public relations is characterized primarily by:

A)a less communication-oriented role.
B)a less finance-oriented role.
C)a more sales-oriented role.
D)a less technical role.
E)a more marketing-oriented rolE.PR takes on a much broader (and more marketing oriented) perspective, designed to promote the organization as well as its products and/or services.

Question 30

In public relations targeting, external audiences include:

A)the customers.
B)the public.
C)the suppliers.
D)the stockholders.
E)the employees.

Question 31

Corporate advertising is designed to promote the main product or service of a company.
Actually an extension of the public relations function, corporate advertising does not promote any one specific product or service. Rather, it is designed to promote a firm overall, by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement in something.

Question 32

Which of the following statements describes an advantage of the use of marketing public relations (MPR)?

A)The effectiveness of MPR can be easily measured.
B)It is easy to tie slogans with MPR activities.
C)MPR breaks through the clutter.
D)The use of MPR guarantees a specific media time and place.
E)MPR helps in increasing control over media.

Question 33

Which of the following is an advantage of using MPR?

A)It helps in extending a company's control over the media.
B)It is a cost-effective way to reach a target market.
C)It enables marketers to easily use slogans and other advertising devices.
D)It provides a guarantee for media time and space.
E)It offers several standard effectiveness measures.

Question 34

Corporate advertising does not promote any one specific product or service.
Actually an extension of the public relations function, corporate advertising does not promote any one specific product or service.

Question 35

A corporate ad is not as easy to write as an ad designed to position a product.
Corporate ads are not easy to write. The message to be communicated is not as precise and specific as one designed to position a product.

Question 36

A reason for publicity's power is its news value and the frequency of exposure it generates.
A reason for publicity's power is its news value and the frequency of exposure it generates.

Question 37

In the traditional perspective, public relations is a _____ function whose primary responsibility is to maintain mutually beneficial relationships between an organization and its publics.

A)financial
B)human resources
C)nonmanagement
D)nonmarketing
E)sales

Question 38

Which of the following is a disadvantage of using MPR?

A)It does not contribute to a company's ROI.
B)It lacks credibility.
C)It fails to support advertising programs.
D)It rarely influences opinion leaders and trendsetters.
E)It does not guarantee media time and spacE.One of the disadvantages of MPRs is that it is does not guarantee media time and space.

Question 39

Advocacy advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of a sponsor.
Advocacy advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of a sponsor.

Question 40

Which of the following statements about public relations is true?

A)Typically, shorter forms of public relations and publicity are interchangeable functions.
B)Public relations is not considered a management function.
C)Public relations has the same objectives as product and service promotion.
D)An effective public relations program continues over months or even years.
E)Public relations deals only with the activities designed to sell a product or servicE.The public relations process does not occur all at once.An effective public relations program continues over months or even years.

Question 41

_____ offer companies the potential for new sources of funding and so must be kept abreast of new developments in the organization.

A)Suppliers
B)Financial groups
C)Educators
D)Civic organizations
E)Employees

Question 42

Which of the following is considered an external audience of a public relations activity?

A)Customers
B)Suppliers
C)Members of the local community
D)Stockholders
E)Press

Question 43

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences?

A)Potential investors and the media
B)Current customers and employees of the firm
C)Supply chain members and current customers
D)Suppliers and employees of the firm
E)Stockholders and the public at large

Question 44

An international football player invites the media to hear his decision to retire from professional football. In front of a live audience, he announces his decision and explains his future plans as well. Which of the following public relations tools is illustrated in this scenario?

A)Community involvement
B)Social networking
C)Exclusives
D)Press conference
E)Press release

Question 45

Companies often make use of _____ when they have significant news to announce, such as the introduction of a new product or advertising campaign.

A)community involvement programs
B)press conferences
C)exclusives
D)focus group surveys
E)interviews

Question 46

Companies that support lobbying efforts are:

A)trying to reach internal audiences.
B)engaged in flighting.
C)targeting government bodies.
D)stressing the importance of homogeneity.
E)targeting educators.

Question 47

Organizational newsletters, notices on bulletin boards, awards ceremonies and events, direct mail, and annual reports are some of the methods used to communicate with:

A)the current customers of an organization.
B)the employees of a firm.
C)the press.
D)government officials.
E)community members.

Question 48

When a right to a public relations effort is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n) _____.

A)social network
B)mnemonic
C)press release
D)exclusive
E)press conference

Question 49

Companies help _____ by making financial contributions, offering sponsorships, and delivering speeches at functions to create goodwill.

A)suppliers
B)financial groups
C)educators
D)civic organizations
E)the media

Question 50

_____ are used to inform an audience about how well a firm is doing, its future plans, financial information, and other information that goes beyond numbers.

A)Corporation certificates
B)Articles of association
C)Annual reports
D)Grievance committee reports
E)Memoranda of association

Question 51

The press, educators, civic and business groups, governments, and financial communities are all:

A)internal audiences.
B)secondary audiences.
C)mediated audiences.
D)external audiences.
E)tertiary audiences.

Question 52

Major accomplishments, major breakthroughs, emergencies, or catastrophes typically warrant a(n) _____.

A)community involvement program
B)national press conference
C)exclusive interview
D)focus group survey
E)internal accounting process

Question 53

Which of the following is considered an internal audience for a public relations activity?

A)Customers
B)Media
C)Government
D)Public
E)Civic groups

Question 54

How does the use of the Internet differ from the use of other traditional media for disseminating PR information?

A)The Internet often fails to offer updated PR information due to several constraints.
B)The Internet is confined by time and space limitations that do not inhibit other media.
C)The Internet enables companies to archive press releases.
D)The Internet cannot be used by organizations to defend themselves against negative publicity.
E)The Internet is rarely used as a public relations sourcE.Companies use their websites to address issues, as well as to provide information about products and services, archive press releases, link to other articles and sites, and provide lists of activities and events.

Question 55

One of the most critical external publics is the _____, which determines what a person will read in newspapers or will see on TV, and how this news will be presented.

A)supplier
B)customer
C)government
D)media
E)investor

Question 56

_____ include employees, stockholders, and investors of a firm as well as members of the local community, suppliers, and current customers.

A)Internal audiences
B)Secondary audiences
C)Mediated audiences
D)External audiences
E)Theoretical audiences

Question 57

Energon Inc., a beer manufacturer, distributes free water bottles in areas where there is water scarcity. Moreover, the company sponsors several local events such as concerts, theatre productions, and sporting events. In this scenario, Energon Inc. is engaging in _____.

A)community involvement
B)integrated public relations activities
C)exclusives
D)press conferences
E)press releases

Question 58

The management of a multinational firm sends copies of an article to several different European newspapers announcing its decision to start operations in Spain. Which public relations tool is being employed by the company?

A)Community involvement
B)Press conference
C)Exclusives
D)Marketing public relations (MPR)
E)Press release

Question 59

Which of the following methods of communication is typically used to create goodwill within an organization?

A)Organizational newsletters
B)Award ceremonies
C)Annual reports
D)Grievance committees
E)Corporate picnics

Question 60

A number of groups and major corporations such as Marketing EDGE and the Direct Marketing Association provide information regarding innovations, state-of-the-art research, and other items of interest to _____.

A)suppliers
B)financial groups
C)educators
D)civic organizations
E)the media

Question 61

Which of the following statements about publicity is true?

A)Publicity always originates within a firm and is paid for by the firm.
B)Publicity is used to generate news about a person, and not a product or service.
C)Public relations is, in reality, a subset of the publicity effort.
D)Publicity is typically a short-term strategy.
E)Publicity is designed to provide only positive information about a firm.

Question 62

_____ helps in systematically and objectively identifying the characteristics of messages that are broadcasted and analyzing the content to determine trends and perceptions relevant to a product or brand.

A)Regression analysis
B)Focus group discussion
C)Marketing-mix modeling
D)Survey research
E)Media content analysis

Question 63

An article published in a national newspaper states that a new drug to treat lung cancer, being manufactured by a well-known company, is not as effective as the company claims it to be. The article also describes how the drug has been linked to several deaths and cases of serious side effects. This is an example of:

A)an advertorial.
B)negative publicity.
C)controlled public relations.
D)image advertising.
E)negative lobbying.

Question 64

Which of the following is an advantage of public relations?

A)Effectiveness at completing the communications process
B)High absolute cost but low relative cost
C)Ability to complete the communications process
D)Effective lead generation
E)Strong connection between the receiver and the source

Question 65

Which of the following is the most affordable form of communication available to smaller companies?

A)Public relations
B)Image advertising
C)Corporate advertising
D)Public administration
E)Public offering

Question 66

Unlike other forms of promotion, _____ is not usually perceived as being sponsored by the company, especially in negative instances.

A)direct marketing
B)outdoor advertising
C)publicity
D)transit advertising
E)trade promotion

Question 67

According to Mark Weiner, which of the following is a common method used for measuring the effectiveness of public relations activities?

A)Number of customer complaints
B)Public opinion and surveys
C)Sales measures
D)Computer simulations
E)Trend analyses

Question 68

Which of the following statements is true of public relations?

A)This medium of promotion lacks credibility.
B)The relative cost of public relations is very low.
C)The absolute cost of public relations is very high.
D)Public relations messages are subject to a lot of clutter.
E)Public relations is ineffective in generating sales leads.

Question 69

Which of the following is an advantage of measuring the effectiveness of PR activities?

A)It helps find the percentage of people who encounter the press release.
B)It reduces the high absolute costs connected with PR activities.
C)It enables the PR and marketing teams to function independently.
D)It helps complete the communication process.
E)It helps management judge the quality of PR achievements.

Question 70

One of the criteria for measuring the effectiveness of public relations activities is the:

A)number of press releases developed.
B)number of personal interviews given by company representatives.
C)dollar value of community involvement.
D)percentage of positive and negative articles over time.
E)percentage of people who have seen the press releasE.One of the criteria for measuring the effectiveness of public relations activities is the percentage of positive and negative articles regarding a company over time.

Question 71

Since public relations communications are typically perceived as _____, they are not subject to the problems of clutter that are associated with other forms of promotional communication.

A)corporate-sponsored advertisements
B)public-sponsored advertisements
C)image builders
D)news items
E)exclusives

Question 72

Drawing data from multiple sources and integrating them to provide insight into the PR process is referred to as _____.

A)regression analysis
B)focus group discussion
C)marketing-mix modeling
D)survey research
E)media content analysis

Question 73

Which of the following is one of the important reasons for the high power of publicity as a form of promotion?

A)Its ability to eliminate the problem of clutter
B)Its ability to eliminate the problem of economies of scale
C)Its news value and the frequency of exposure it generates
D)Its lack of ability to generate word of mouth information
E)Its lack of credibility

Question 74

What is the reason for publicity being considered by many marketers to be the strongest form of marketing communications?

A)Its effectiveness at completing the communications process
B)Its ability to make or break a brand
C)Its inability to affect sales
D)The ease with which it complements other communications activities
E)The positive image it always attaches to products and organizations

Question 75

Which of the following does Mark Weiner suggest for measuring the effectiveness of MPRs?

A)Quantitative assessment of consumers' attitudes toward a product
B)Number of personal interviews given by company representatives
C)Dollar value of community involvement
D)Number of press releases developed
E)Percentage of people who have encountered the press release

Question 76

_____ refers to the generation of news about a person, product, or service that appears in broadcast or print media.

A)Indirect advertising
B)Direct response advertising
C)Sales promotions
D)Publicity
E)Advertainment

Question 77

PR information about technological innovations, medical breakthroughs, and the like results almost immediately in a multitude of inquiries that result in:

A)high marketing costs.
B)loss of credibility.
C)high clutter.
D)quality sales leads.
E)loss of market sharE.Information about technological innovations, medical breakthroughs, and the like results almost immediately in a multitude of inquiries.These inquiries may give the firm some quality sales leads.

Question 78

The cost of public relations is:

A)generally not considered as a part of the marketing budget.
B)very low in both relative and absolute terms.
C)very high in relative terms and very low in absolute terms.
D)very low in relative terms and very high in absolute terms.
E)not easy to determine as it fluctuates across initiatives.

Question 79

Which of the following is a disadvantage of PR?

A)It has less credibility than advertising.
B)It is costly in both relative and absolute terms.
C)It is subject to clutter.
D)It can misfire if mismanaged.
E)It does not contribute to sales.

Question 80

Which of the following communications methods is potentially the most powerful in terms of its ability to make or break a product or a company?

A)Sales promotions
B)Advertorials
C)Online advertising
D)Publicity
E)Celebrity branding