Question 1

Publicity, public relations, and corporate advertising are integral parts of the overall promotional effort.

Accepted Answer

A) True 
 B)False

Question 2

The manufacturers of some best-selling products often stage events in which people are paid to act as interested buyers standing in long queues to purchase the products. Which of the following strategies is being illustrated in the given scenario?

Accepted Answer

A)  The staging of press conferences
B)  The management of publicity
C)  The use of press releases
D)  The creation of video news releases
E)  The use of sponsorshipsF) All of the above
G) B) and D)

Question 3

The public relations process is an ongoing process.

Accepted Answer

A) True 
 B)False

Question 4

_____ 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.

Accepted Answer

A)  Regression analysis
B)  Focus group discussion
C)  Marketing-mix modeling
D)  Survey research
E)  Media content analysisF) A) and E)
G) All of the above

Question 5

Many companies are attracted to event sponsorships because:

Accepted Answer

A)  they help build equity and gain affinity with target audiences.
B)  they help in segmenting the target market.
C)  they are less expensive than traditional forms of advertising.
D)  they help in elucidating controversial issues of public importance.
E)  they explain management's position on social issues.F) A) and D)
G) A) and B)

Question 6

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

Accepted Answer

A)  Public relations
B)  Image advertising
C)  Corporate advertising
D)  Public administration
E)  Public offeringF) C) and D)
G) B) and D)

Question 7

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.

Accepted Answer

A)  corporate-sponsored advertisements
B)  public-sponsored advertisements
C)  image builders
D)  news items
E)  exclusivesF) C) and D)
G) C) and E)

Question 8

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?

Accepted Answer

A)  Sales promotions
B)  Advertorials
C)  Online advertising
D)  Publicity
E)  Celebrity brandingF) A) and D)
G) B) and E)

Question 9

Which of the following statements about public relations is true?

Accepted Answer

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.F) A) and B)
G) A) and C)

Question 10

Why is corporate advertising considered controversial?

Accepted Answer

A)  Consumers are highly interested in this form of advertising.
B)  It places too much importance on products and services.
C)  It is considered a waste of money for a company.
D)  It depends on the names of a company's brands rather than the company itself.
E)  It exposes the negative aspects of a firm's functioning.F) A) and B)
G) B) and C)

Question 11

The fact that the media are not being compensated for providing information makes public relations a credible source among the public.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  Saturn Inc.'s use of a popular actress as a spokesperson
B)  Mars and Gray promoting its concern for the environment
C)  Crest Golf's signing of pro-golfer Bryan Raymond as a spokesperson
D)  W&W conducting a contest to choose a new color for their candies
E)  Haven Funeral Home giving out free calendars to all of its clientsF) B) and E)
G) B) and D)

Question 13

Since public relations communications are not perceived in the same light as advertising, they tend to have less credibility.

Accepted Answer

A) True 
 B)False

Question 14

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.

Accepted Answer

A)  sales promotion
B)  public relations
C)  advertising
D)  human resources
E)  outdoor marketingF) None of the above
G) A) and B)

Question 15

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 _____.

Accepted Answer

A)  suppliers
B)  financial groups
C)  educators
D)  civic organizations
E)  the mediaF) A) and E)
G) A) and C)

Question 16

_____ 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.

Accepted Answer

A)  Corporation certificates
B)  Articles of association
C)  Annual reports
D)  Grievance committee reports
E)  Memoranda of associationF) None of the above
G) B) and C)

Question 17

Public relations efforts are often targeted to more than one group of individuals.

Accepted Answer

A) True 
 B)False

Question 18

Ads themselves can be the focus of publicity.

Accepted Answer

The answer of Ads themselves can be the focus of...

Question 19

Which of the following statements about corporate advertising is true?

Accepted Answer

A)  It is a cheap form of advertising.
B)  It attracts the interest of consumers.
C)  Corporate image ads are highly tangible.
D)  Corporate ads are not easy to write.
E)  It concentrates on the promotion of one specific product or servicE.Firms have been accused of engaging in corporate image advertising only to satisfy the egos of top management.This argument stems from the fact that corporate ads are not easy to write.F) A) and E)
G) A) and C)

Question 20

Which of the following is true of corporate advertising?

Accepted Answer

A)  It portrays the image that a firm is in trouble.
B)  It is typically used to generate greater sales of a particular product.
C)  It generates high levels of interest among consumers.
D)  It is usually used to promote a service as opposed to a product.
E)  It usually brings a significant return on investment.F) D) and E)
G) A) and E)

Exam 17: Public Relations, Publicity, and Corporate Advertising

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 _____.

Correct AnswerverifiedShow Answer

The manufacturers of some best-selling products often stage events in which people are paid to act as interested buyers standing in long queues to purchase the products. Which of the following strategies is being illustrated in the given scenario?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

_____ 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.

Correct AnswerverifiedShow Answer

Which of the following is true of corporate advertising?

Correct AnswerverifiedShow Answer

The public relations process is an ongoing process.

Correct AnswerverifiedShow Answer

Ads themselves can be the focus of publicity.

Correct AnswerverifiedShow Answer

Since public relations communications are not perceived in the same light as advertising, they tend to have less credibility.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Publicity, public relations, and corporate advertising are integral parts of the overall promotional effort.

Correct AnswerverifiedShow Answer

The fact that the media are not being compensated for providing information makes public relations a credible source among the public.

Correct AnswerverifiedShow Answer

Many companies are attracted to event sponsorships because:

Correct AnswerverifiedShow Answer

Public relations efforts are often targeted to more than one group of individuals.

Correct AnswerverifiedShow Answer

Which of the following statements about public relations is true?

Correct AnswerverifiedShow Answer

_____ 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.

Correct AnswerverifiedShow Answer

Why is corporate advertising considered controversial?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Which of the following statements about corporate advertising is true?

Correct AnswerverifiedShow Answer

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