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83 Cards in this Set

  • Front
  • Back
From a marketer's perspective, the unfortunate part of negative publicity is it can occur as a result of factors beyond the control of the company and: 
for reasons the company might never anticipate
The examples of negative publicity in the opening vignette suggest: 
negative publicity can come from a variety of sources
An advertiser who is "managing the buzz" is dealing with something that is a topic of conversation for lots of consumers—it is what is hot in society. In terms of the promotional mix, "managing the buzz" would be most closely associated with: 
publicity and public relations
____ 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. 
Public relations
Which of the following is a required stage in the public relations process? 
A. the integration of sales promotion and personal selling with the public relations process

B. the identification of what portion of the budget is specifically designated to public relations

C. the hiring of a specialized firm that understands the public relations process

D. the determination and evaluation of public attitudes
E. all of the above
Which of the following would most reflect the traditional role of public relations? 
A. a company's sponsorship of a Little League team

B. a company's donations to a local charity

C. sponsorship within an organization of a blood drive
D. the mailing of a press release announcing a new product

E. all of the above
Which of the following best reflects the new role of public relations in an integrated marketing communication program? 
sponsoring Olympic events to gain brand name association.
According to the new definition of public relations, the function of public relations personnel is to: 
A. assess public attitudes
B. promote products or services directly

C. create a favorable corporate image

D. develop and execute communications programs designed to bring about public understanding and acceptance
E. do all of the above
The new role of public relations is one characterized by: 
a broader, more marketing-oriented role
Which of the following promotional activities would best exemplify the new role of public relations? 
initiation of a contest to find a new spokesperson for a brand
Marketing public relations (MPR) activities designed to support marketing objectives add value to the integrated marketing program by: 
A. building marketplace excitement

B. creating advertising news where there is none
C. providing a value-added customer service

D. defending products at risk and giving consumers a reason to buy

E. doing all of the above
 
MPR activities are used by public relations agencies to: 
A. receive discounts in various media

B. place new releases in mass media simultaneously
C. "microsegment" the market
D. achieve feedback from public relations activities

E. do none of the above
Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? 
MPR breaks through the clutter.
Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? 

A. MPR benefits from the endorsement of independent and objective third parties who have association with the product.

B. MPR supports advertising programs by making messages more credible.
C. MPR can circumvent consumer resistance to sales effort.

D. MPR is a highly targeted way to conduct public relations.

E. All of the above statements describe advantages derived from the use of MPR.
Which of the following statements describes a disadvantage inherent in the use of marketing public relations (MPR)? 
There are no standard effectiveness measures for MPR.
Which of the following is NOT a reason for conducting research to determine public attitudes? 
It leads directly to more product sales.
A good reason for conducting research to determine public attitudes is because: 
it serves as an early warning system for identifying potential problems
Miller & Sons Inc. has revived the dying art of stone masonry. Roy Miller and his two sons are all European trained artisans who would like to work on repairing of old stonework on churches and buildings constructed before 1940. The business is not thriving even though the company has been featured in news articles in several regional magazines and newspapers for its help in restoring old cemeteries and as a potentially important new business. What should the company do? 
conduct research to determine the public attitude toward the company
In public relations, internal audiences include all of the following EXCEPT: 
the public at large

When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT: 
the media

In public relations targeting, external audiences include: 

the public at large
Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans? 
Is the plan acceptable to marketing?
Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences? 
potential investors and the media
Companies that support lobbying efforts: 
have targeted government bodies
Which of the following is a recommended tool for improving the likelihood that the public relations story will be told? 

A. press conferences
B. interviews

C. the Internet

D. exclusives

E. all of the above
When the Financial Times published an article about The Mills Corporation building a multi-leisure complex in Madrid, Spain, the company supplied the written information the author of the articles needed to write knowledgeably about a complex that will offer a blend of entertainment, retailing, lodging and offices. In fact, this information was made available to several different European and U.S. newspapers. Which public relations tool was employed? 
press release
Which of the following communications with external audiences could be effectively done through a press conference? 
A. an announcement by Ryanair, the Irish low cost airlines, that it was reducing its fares by 5 percent and introducing seven new routes
B. an announcement by Exxon, that it earned more than $100 billion in 2007, the biggest profit in American corporate history

C. an announcement by the state of Georgia to end to its "green space" program in which it had required developers to preserve a certain percentage of each development in its natural form
D. Coca-Cola's announcement that it is was going to run an IMC program with Turner Broadcasting to promote Diet Coke

E. All of the above demonstrate an effective use of a press conference.
 Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch company decided to invest in retailing ice cream, it gathered news representatives from the major newspapers to a meeting in which the company unveiled its prototype ice-cream van and showed pictures of ice-cream kiosks that it was setting up on the world's beaches. Which public relations tool was employed? 
press conference
Offering a press release to only one particular medium may be termed: 
 an exclusive

A large insurance company would have engaged in a marketing public relations activity when: 
A. its CEO appeared in an interview on ABC's Nightline
B. it donated $50,000 to Kansas counties ravaged by tornadoes

C. it created a Web site to deal with concerns about rate hikes
D. it conducted a press conference announcing plans to move the company's home office

E. it did any of the above
For areas of the United States that have experienced lengthy periods of time without utilities due to some act of nature, Budweiser packages water in black and white cans and gives it to people who are without water. Which public relations tool was employed? 
community involvement
Organizations can use the Internet as a means of disseminating their public relations information. How does the way the Internet is used differ from how other traditional media is used? 
The Internet offers the ability to build internal links to provide instant access to as much information as needed.
Which of the following communications is most likely to have more credibility among its receivers? 
Motor Trend's announcement of the "Car of the Year"
Which of the following is an advantage associated with public relations? 

A. greater credibility

B. ability to build positive image

C. avoidance of clutter

D. low absolute and relative cost

E. all of the above
Which of the following is an advantage associated with public relations? 
use as an effective lead generator
Automobile manufacturers Audi, Isuzu, and Suzuki have all experienced serious sales declines as a result of negative publicity. Publicity has such a powerful communications effect due to: 
A. its perceived credibility

B. its lack of clutter

C. its "news worthiness"

D. its ability to create an image

E. all of the above
Because public relations communications are typically perceived as _____, they are not subject to the problems with clutter that are common to other forms of promotional communication. 
news items
Public relations campaigns must be evaluated in order to: 
A. determine their contribution toward achieving communications objectives
B. tell management what has been achieved through PR activities

C. provide management quantitative ways to judge PR activities

D. provide management ways to judge the quality of PR activities

E. do all of the above
Criteria for measuring the effectiveness of public relations activities include: 
percentage of positive and negative articles over time
A system developed by Lotus HAL for measuring a public relations program's effectiveness uses all of the following criterion EXCEPT: 
ratio of marketing to public relations activities
Which of the following would NOT be a criterion used to measure the effectiveness of a public relations campaign? 
a counting of the number of persons in the target audience for the messages
All of the following are suggested as means for effective analysis of public relations programs EXCEPT: 
the test market theorem
Which of the following is a method suggested by the text for measuring the effectiveness of public relations activities? 
public opinion and surveys
According to the text, Harold Mendelsohn suggests that to achieve attitude modification throughout public relations campaigns, an organization should use: 
the team approach

Internal audits of a financial investment company would be conducted by: 
top managers within the marketing department
External audits of a financial investment company would be conducted by: 
a public relations specialist hired specifically to conduct the audit
Which of the following statements about publicity and public relations is true? 
Publicity is typically a short term strategy.
 An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: 
negative publicity
Publicity: 

is news about a person, product, or service that appears in broadcast or print media
Why is publicity considered by many marketers to be the strongest form of marketing communications? 
its ability to make or destroy a brand
Which of the following communications methods is potentially the most powerful? 

publicity
Why is publicity viewed as being so much more important than advertising, sales promotion, or other forms of public relations? 
credibility of the message
There are some who believe Beanie Babies, Ninja Turtles, and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products. If this is true, what strategy were these companies employing? 
the management of publicity
Marketers use _____ when they want to have as much control as possible over publicity. 
video news releases
Advantages inherent in the use of publicity include: 

A. the perception of being endorsed by the media in which the publicity appears
B. significant word-of-mouth communication resulting from the publicity

C. high degree of credibility
D. strong news value

E. all of the above
The two major problem areas that most commonly inhibit the effectiveness of publicity are: 
timing and accuracy
Communications activities designed to promote a firm overall, without reference to a specific product, are called: 
corporate advertising
The illustration in the ad for Accenture showed an elephant walking a narrow log suspended between two cliffs. The headline read, "Who says you can't be big and nimble?" Since the ad made no reference to the specific products offered by Accenture, it is an example of: 

corporate advertising
ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the scope of its products. Headline "Sometimes a name change can make a big difference." The ad showed photographs of stars who had changed their names and made no mention of what services the corporation offers. This ad is an example of: 
corporate advertising
Which of the following best reflects an example of corporate advertising? 
Toyota promoting its concern for the environment
Corporate advertising, an extension of the public relations function, is considered controversial because: 
A. consumers are not interested in this form of advertising

B. a belief held by consumers and critics that the only reason firms engage in corporate advertising is because they are in trouble

C. corporate ads are considered a costly form of self-indulgence on the part of top managers

D. corporate ads do not appeal directly to anyone, and the logical conclusion is that they are a waste of money

E. of all of the above reasons
The Ketchum Effectiveness Yardstick is a: 
strategic approach to the measurement of public relations results
Which of the following is NOT an example of a corporate advertising objective? 
to reach targeted goals for specific branded products
Which of the following is NOT an example of image advertising? 
paid political announcements
An American Airlines ad shows a golf ball laying at a green. The copy reads, "It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground. We, however, understand completely." This ad shows American Airlines creating an image of safety for itself. It is an example of which type of image advertising? 
general positioning ads
 In an ad, Toyota explained its Global Earth Charter, which has led to the recycling of 376 million pounds of steel annually and an aggressive recycling program keeps 18 million pounds of other scrap metals from landfill. It is an example of which type of image advertising?
general positioning ads

When Allstate refers to itself as "The good hands people," this is an example of: 
positioning advertising
If you follow college football you may have noticed over the years that bowl games are using large corporation names such as the Nokia Sugar Bowl. What type of advertising is being used when a large corporation like Nokia sponsors a college bowl game? 
image advertising 
To be effective image advertising also requires: 
sound financial practices
Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? 
to build equity and gain affinity with its target market
While still seeking the objective of portraying an image for the company or organization, _____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself. 
advocacy advertising
When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund, this is an example of: 
advocacy advertising
Mobil Oil ran an ad in which it addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of: 
advocacy advertising
Which of the following statements about advocacy advertising is true? 
Companies such as AT&T and Mobil commonly employ advocacy ads.
Cause-related marketing refers to: 
the linking of companies with charities with the former being a contributing sponsor to the latter
McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of: 
CRM
Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against Drunk Driving (SADD) and safe teen driving. This ad was an example of: 

cause-related marketing
Which of the following describes a potential benefit associated with cause-related marketing? 
A. product differentiation
B. increased sales
C. increased profits

D. positive image effects

E. all of the above
Which of the following statements about cause-related marketing is true? 
A. Cause-related marketing is designed to enhance the organization's image.

B. Cause-related marketing has been shown to increase sales.

C. Many consumers support cause-related marketing.

D. A majority of consumers believe cause-related marketing is designed for the sole purpose of boosting the firm's image.

E. All of the above statements about cause-related marketing are true.
Which of the following is NOT an advantage associated with corporate advertising? 
consistent effectiveness
Which of the following is a criticism commonly applied to corporate advertising? 
questionable effectiveness
Which of the following is a technique used to measure the effectiveness of corporate advertising? 
attitude surveys
The attempt to measure the effectiveness of PR activities is often difficult to achieve. Which of the following measures would be most useful in this effort? 
conducting studies to determine the relationship between corporate advertising and stock prices