BHMC2003 Quiz #7 Chapter 7 : Marketing PR

1._____ 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.

• image advertising

• public relations

• corporate advertising

• public administration

• public offering

Answer explanation

Public relations has been defined as 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 (and communication) to earn public understanding and acceptance.

 

Blooms: Remember

Difficulty: 1 (Easy)

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

• 1.The effectiveness of MPR can be easily measured.

• It is easy to tie slogans with MPR activities.

• MPR breaks through the clutter.

• The use of MPR guarantees a specific media time and place.

• MPR helps in increasing control over media.

Answer explanation

MPR helps breaks through the clutter.

 

Blooms: Understand

Difficulty: 1 (Easy)

1.Which of the following is a disadvantage of using MPR? 

•  It does not contribute to a company's ROI.

• It lacks credibility.

• It fails to support advertising programs.

• It rarely influences opinion leaders and trendsetters.

• It does not guarantee media time and space.

Answer explanation

One of the disadvantages of MPRs is that it does not guarantee media time and space.

 

Blooms: Understand

Difficulty: 1 (Easy)

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

• Hold programs to handle PR problems

• Develop plans for handling PR problems.

• Define PR problems.

• Take actions to counter PR problems.

• Evaluate the programs taken to counter PR programs.

Answer explanation

Cutlip and colleagues suggest a four-step process for developing a PR plan: (1) define public relations problems, (2) plan and program, (3) take action and communicate, and (4) evaluate the program.

 

Blooms: Remember

Difficulty: 1 (Easy)

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

• supplier

• customer

• government

• media

• investor

Answer explanation

Perhaps one of the most critical external publics is the media, which determine what you will read in your newspapers or online, or see on TV and how this news will be presented.

Blooms: Remember

Difficulty: 1 (Easy)

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? 

• community involvement.

• social networking

• exclusives

• press conference

• press release

Answer explanation

In the above scenario, the football player is using a press conference to communicate his decision. Companies often call press conferences when they have significant news to announce, such as the introduction of a new product or advertising campaign. Sports teams use this tool to attract fan attention and interest when a new star is signed or an existing star resigns.

 

Blooms: Apply

Difficulty: 3 (Hard)

A _____ is a publicity piece produced by publicists so that stations can air it as a news story. 

• video news release

• celebrity branding

• spilt-run test

• news mnemonic

• dramatization ad

Answer explanation

Marketers like to have as much control as possible over the time and place where information is released. One way to do this is with a video news release (VNR), a publicity piece produced by publicists so that stations can air it as a news story.

 

Blooms: Remember

Difficulty: 1 (Easy)

Which of the following is the best example of corporate advertising?

• Saturn Inc.'s use of a popular actress as a spokesperson

• Mars and Gray promoting its concern for the environment

• Crest Golf's signing of pro-golfer Bryan Raymond as a spokesperson

• W&W conducting a contest to choose a new color for their candies

• Haven Funeral Home giving out free calendars to all of its clients

Answer explanation

Corporate advertising does not promote any one specific product or service. Rather, it is designed to promote the firm overall, by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement in something.

 

Blooms: Apply

Difficulty: 3 (Hard)

_____ is a major form of corporate advertising that addresses social, business, or environmental issues.

• image advertising

• aerial advertising

• advocacy advertising

• event sponsorship

• trade promotion

Answer explanation

Advocacy advertising is a major form of corporate advertising that addresses social, business, or environmental issues.

 

Blooms: Remember

Difficulty: 1 (Easy)

McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of

• advocacy advertising

• cause-related marketing

• publicity.

• advertorial marketing.

• transactional marketing

Answer explanation

An increasingly popular method of image building is cause-related marketing, in which companies link with charities or nonprofit organizations as contributing sponsors.

 

Blooms: Apply

Difficulty: 3 (Hard)