CHAPTER 8 PUBLIC RELATION, PUBLICITY AND CORPORATE ADVERTISING

Which statement about public relations is true?

• Public relations is not considered a management function.

• Public relations has the same objectives as product and service promotion.

• An effective public relations program continues over months or even years.

• Public relations deals only with the activities designed to sell a product or service.

Public relations is considered __________because the media are not paid to provide the information.

• debatable

• unreliable

• sustainable

• credible

Positioning ads and sponsorships are examples of ________.

• transit advertising.

• image advertising.

• cause-related advertising.

• advocacy advertising

What is the key difference between public relations and advertising?

• Public relations is paid media, while advertising is earned media.

• Public relations focuses on building relationships, while advertising focuses on promoting products or services.

• Public relations is a one-way communication process, while advertising is a two-way communication process.

• Public relations is primarily used for crisis management, while advertising is used for brand building.

A company is facing a product recall due to a safety issue. Which public relations strategy would be most appropriate in this situation?

• Launching a new advertising campaign to distract from the negative news.

• Ignoring the issue and hoping it will go away.

• Blaming suppliers or other external factors for the problem.

• • Being transparent about the issue, apologizing to customers, and taking immediate action to resolve the problem.

A small business wants to increase brand awareness in the local community. Which public relations tactic would be most effective for them?

• Sponsoring a local charity event.

• Purchasing a full-page ad in a national newspaper.

• Running a television commercial during prime time.

• Placing a billboard on a highway.

A technology company wants to position itself as an innovative leader in the industry. Which of the following corporate advertising strategies would be most appropriate?

• Creating a series of humorous commercials featuring popular celebrities

• Sponsoring a major sporting event

• Producing a documentary film showcasing the company's research and development efforts

• Running a series of print ads highlighting the company's low prices

An international soda manufacturer runs an ad campaign addressing the problem of global warming. The campaign aims to educate people on the issue in-depth and provides an alternative perspective on lifestyle choices. This ad is an example of ________.

• corporate repositioning.

• event marketing.

• specialty advertising.

• advocacy advertising.

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

A departmental store ad about a consumer tax problem would constitute __________advertising.