Question 1

&#34;To provide the best health care for our patients at a reasonable cost&#34; is an example of&#10;A) a vision statement.&#10;B) a strategic plan.&#10;C) a corporate objective.&#10;D) a mission statement.&#10;E) a marketing strategy.

Accepted Answer

This statement is an example of a mission statement because it outlines the organization's purpose and primary objectives, focusing on what they aim to achieve for their patients in terms of health care and cost.

Question 2

University officials are notified that one of their students has just checked into the hospital and been diagnosed with a contagious form of meningitis. In this crisis, primary publics would include:&#10;A) students, faculty, food vendors.&#10;B) incoming freshmen, parents, faculty.&#10;C) students, faculty, parents.&#10;D) police officials, media, students.&#10;E) media, students, local coffee shops.

Accepted Answer

Primary publics in this scenario are those directly affected or involved with the student's life and well-being, which includes students, faculty, and parents. These groups need immediate and accurate information about the situation to take necessary precautions.

Question 3

Which of the following would not be included in the job description of a marketing executive:&#10;A) coordinate package design.&#10;B) investigate new distribution points.&#10;C) collect opinion data.&#10;D) influence pricing decisions.&#10;E) plan crisis communication strategies.

Accepted Answer

Marketing executives typically focus on tasks such as coordinating package design, investigating new distribution points, collecting opinion data, and influencing pricing decisions. Planning crisis communication strategies is generally the responsibility of public relations or communications departments, not marketing executives.

Question 4

Which of the following would not be a function of public relations:&#10;A) act as primary communication agent.&#10;B) influence pricing decisions.&#10;C) monitor institutional policies to assess compliance.&#10;D) anticipate and analyze social and economic changes.&#10;E) evaluate an organization's external performance.

Accepted Answer

Public relations typically focuses on managing an organization's communication with the public, media, and other stakeholders. It does not directly influence pricing decisions, which are usually determined by marketing strategies, cost considerations, and competitive positioning.

Question 5

Advertising is a controlled medium because&#10;A) an organization determines when and where it will place its message.&#10;B) public response can be monitored.&#10;C) emotion does not influence message development.&#10;D) placement is dependent on budgetary concerns.&#10;E) the medium guarantees readership numbers.

Accepted Answer

An organization controls the timing and placement of its message in advertising, making it a controlled medium.

Question 6

As part of a new product launch Quaker offers a coupon for a free box of cereal on its website. This is an example of a(n) _____________ strategy.&#10;A) advertising.&#10;B) public relations.&#10;C) product placement.&#10;D) publicity stunt.&#10;E) promotion.

Accepted Answer

Offering a coupon for a free box of cereal as part of a product launch is a promotional strategy aimed at increasing consumer interest and sales.

Question 7

A laundry detergent manufacturer is exploring the possibility of contributing a percentage of its profits on one of its top-selling brands, Bravo, to cancer research. This cause marketing strategy will require one of the following:

A) a short-term commitment to the cause.
B) shared core values of both organizations.
C) a change in the organization's vision statement.
D) a price increase.
E) only controlled media.

Accepted Answer

Shared core values between the laundry detergent manufacturer and the cancer research organization are crucial for a successful cause marketing strategy. This alignment ensures that both parties are genuinely committed to the cause, which can enhance the credibility and effectiveness of the partnership.

Question 8

On the back of the Bravo laundry detergent package, the manufacturer has published a list of cancer warning signs. Which level of persuasion would this message illustrate?&#10;A) raising awareness.&#10;B) increasing knowledge.&#10;C) ensuring acceptance.&#10;D) changing attitude.&#10;E) changing values.

Accepted Answer

Publishing a list of cancer warning signs on a product package serves to inform and educate the consumer, thereby increasing their knowledge about the topic.

Deck 7: External Communication: Messaging to Your Publics