Question 1

In peer-to-peer programs,Dove did a campaign about real beauty sketches,where an artist drew women based on what they described themselves to look like.At the time of this writing,the video had over 67 million views on social media.The campaign is said to have "_____________",which indicates success.

Accepted Answer

The phrase "gone viral" indicates that the campaign has been extremely popular and widely shared on social media, which is a sign of success for a peer-to-peer program. The other answer choices are not applicable or do not accurately describe the success of the campaign.

Question 2

Which of the following people in the community is most likely to be a professional influencer?

Accepted Answer

The answer of Which of the following people in the...

Question 3

Electronic word of mouth marketing is very useful for attracting attention and ___________,especially on social media.

Accepted Answer

Electronic word of mouth marketing, or eWOM, is a marketing strategy that relies on the positive feedback and endorsements of customers to create buzz and increase brand recognition. This is especially effective on social media platforms where users can easily share their thoughts and experiences about your brand with their friends and followers. Therefore, the best choice for the blank space is "buzz building".

Question 4

The idea behind both buzz and viral marketing strategies is to:

Accepted Answer

Both buzz and viral marketing strategies rely heavily on identifying and targeting key connectors or influencers who can help spread the message to a wider audience. These influencers could be bloggers, social media personalities, or other individuals with a large following who are likely to share the message with their own networks. By focusing on these key connectors, companies can create a ripple effect that helps to amplify the message and generate buzz among a wider audience.

Question 5

While its intention was to do advocacy advertising,Pepsi eventually pulled its ad with Kendall Jenner giving a Pepsi to a cop during a protest.After some outrage by enough consumers,the company pulled the ad and did an apology,which are forms of ________.

Accepted Answer

Pepsi's decision to pull the ad and issue an apology was a reactive public relations move, responding to the outrage and negative feedback from consumers.

Question 6

Influencer marketing involves individuals or groups who:

Accepted Answer

Influencer marketing involves individuals or groups who have a strong following on social media and can spread positive word of mouth about a brand or product to a broad population. They are often seen as credible and trustworthy sources by their followers.

Question 7

Television is a popular choice for corporate campaigns because:

Accepted Answer

Television offers creative opportunities that can effectively convey a powerful message, making it a popular choice for corporate campaigns.

Question 8

Compared to other influencers,professional influencers are usually:

Accepted Answer

Professional influencers, as the name suggests, are usually experts in their fields and require factual data or clinical results before supporting a brand. They are credible and their endorsements hold weight. Moreover, they demand a higher fee from companies for their services.

Question 9

Cause-related marketing is becoming increasingly common because:

Accepted Answer

Cause-related marketing is becoming increasingly common because consumers have become more socially aware and prefer brands that support important social issues. This has led to an increase in the use of cause-related marketing as a way for brands to differentiate themselves and build customer loyalty.

Question 10

How are buzz marketing and viral marketing similar to one another?

Accepted Answer

Both buzz marketing and viral marketing refer to methods aimed at generating word-of-mouth marketing. While buzz marketing aims to create a buzz around a brand or product, viral marketing relies on creating content that is highly shareable and will spread rapidly through online channels.

Question 11

When marketers are considering cause-related advertising,it should be stressed that this type of advertising works best when a company:

Accepted Answer

Cause-related advertising works best when the company chooses an issue that connects with its business. This helps to establish a genuine connection between the company and the cause, and consumers are more likely to respond positively to the advertising. Choosing an issue that the company is passionate about or already involved in can also increase authenticity and credibility. Cause-related advertising is not typically used for damage control, increasing sales figures, or creating buzz around new products.

Question 12

A publisher of children's books launches a campaign to promote literacy by donating books to 25 public libraries and 50 public schools in low-income areas across the country.The publisher is conducting:

Accepted Answer

This campaign is an example of cause-related advertising, where the publisher is promoting literacy as a cause and donating books to schools and libraries in low-income areas to achieve that goal.

Question 13

A company goes through all of its products and looks for ways in which the products could hurt customers or break; then it looks through social media posts by consumers to see what parts of the products consumers have had problems with.In public relations,this is identifying _______.

Accepted Answer

The company is identifying vulnerabilities in its products in order to prevent harm to customers or issues with the products.

Question 14

Peer-to-peer influencer programs have a different tone than those involving professionals in that they focus more on:

Accepted Answer

The answer of Peer-to-peer influencer programs have a different tone...

Question 15

A print ad shows an empty bottle of Coca Cola with the caption "No added preservatives.No artificial flavors.'The real thing' since 1886." This is an example of                .

Accepted Answer

This is an example of corporate image advertising, as the ad is emphasizing that Coca Cola has been using the same recipe since 1886 without adding any artificial or preservative ingredients, thus establishing the brand as authentic and trustworthy.

Question 16

A coffee retailer runs ads and posts signs in his coffee shops to notify that the cups are made from recyclable material,and the coffee is organically grown by free-market producers.In this case,the retailer is using          .

Accepted Answer

The retailer is using green marketing to promote the eco-friendliness of their coffee cups and organic sourcing of their coffee. Green marketing involves promoting products or services as environmentally friendly or sustainable to appeal to consumers who are concerned about their impact on the environment.

Question 17

The issue featured in                     is directly relevant to the business operations of the organization.

Accepted Answer

Advocacy advertising involves promoting a particular viewpoint or stance on a social or political issue. This can directly impact the business operations of an organization if the issue is relevant to their industry or if taking a stance can affect their customer base or reputation.

Question 18

An auto marketer runs a commercial that implies how the car is good for the environment but the implicit and vague mention of it is questionable.Which of the following is the auto marketer using?

Accepted Answer

The auto marketer is using greenwashing, which is the practice of exaggerating or falsely promoting environmental benefits of a product or service. The vague and implicit mention of the car being good for the environment is questionable and can be considered as greenwashing.

Question 19

Many contemporary companies are seeking influencers,especially those who connect people.Connectors are people who:

Accepted Answer

Connectors who are social influencers have a large and active social network which can generate buzz and viral marketing for companies. Companies seek these influencers to leverage their network for promoting their brand and products. Option A is incorrect as it refers to employees of companies spreading goodwill, but connectors can be individuals outside the company as well. Option B is incorrect as it refers to paid individuals going door-to-door, which does not necessarily involve social networks. Option D is incorrect as it refers to intermediaries selling products at competitive prices and not necessarily being connectors with social networks.

Question 20

Which of the following is an example of corporate advertising?

Accepted Answer

Corporate advertising is aimed at promoting the company's image and reputation rather than selling a specific product. The Adidas advertisement focuses on brand image and the spirit of perseverance, which is characteristic of corporate advertising.

Quiz 18: Public Relations, influencer Marketing, and Corporate Advertising