29. (p. 573) Which of the following statements is trueabout public relations?
D. An effective public relations programcontinues over months or even years.
30. (p. 573) In the traditional perspective, publicrelations is viewed as a(n) _____ function whose primary responsibility is tomaintain mutually beneficial relationships between the organization and itspublics.
31. (p. 573) _____ is the management function thatevaluates public attitudes, identifies the policies and procedures of anorganization with the public interest, and executes a program of action to earnpublic understanding and acceptance.
32. (p. 573) The new role of public relations is one characterized by:
E. a broader, more marketing-oriented role.
33. (p. 574) Public relations activities that aredesigned to support marketing objectives are known as:
C. marketing public relations functions.
34. (p. 574) Marketing objectives that may be aided by_____ activities include raising awareness, informing and educating, gainingunderstanding, building trust, giving consumers a reason to
35. (p. 576) Which of the following statementsdescribes an advantage derived from the use of marketing public relations(MPR)?
C. MPR breaks through the clutter.
37. (p. 578) In public relations targeting, externalaudiences include:
38. (p. 578) Which of the following is considered aninternal audience for a public relations activity?
39. (p. 578) Which of the following is considered anexternal audience for a public relations activity?
42. (p. 579) Which of the following groups would mostlikely be the target of public relations efforts designed to increasecommunications with external audiences
A. Potential investors and the media
44. (p. 580) When the Financial Times publishedan article about The Mills Corporation building, a multi-leisure complex inMadrid, Spain, the company supplied the written information. The author of thearticles needed to write knowledgeably about a complex that will offer a blendof entertainment, retailing, lodging and offices. In fact, this information wasmade available to several different European and U.S. newspapers. Which publicrelations tool was employed?
45. (p. 581) Unilever is the world's largestmanufacturer of ice cream. When the Anglo-Dutch company decided to invest inretailing ice cream, it gathered news representatives from the major newspapersto a meeting in which the company unveiled its prototype ice-cream van andshowed pictures of ice-cream kiosks that it was setting up on the world'sbeaches. Which public relations tool was employed?
46. (p. 581) When a right to a public relations effort(such as a particular story) is offered to one particular medium since themedium reaches a substantial number of people in the target audience, it isknown as a(n) ____.
47. (p. 581) For areas of the United States that haveexperienced lengthy periods of time without utilities due to some act ofnature, Budweiser packages water in black and white cans and gives it to peoplewho are without water. Which public relations tool was employed?
48. (p. 581) Organizations can use the Internet as ameans of disseminating their public relations information. How does the way theInternet is used differ from how other traditional media is used?
C. The Internet offers the ability to buildinternal links to provide instant access to as much information as needed.
49. (p. 582) Because public relations communicationsare typically perceived as ____, they are not subject to the problems withclutter that are common to other forms of promotional communication.
50. (p. 583) Which of the following statements is trueabout public relations?
B. The relative costs of public relations isvery low
51. (p. 583) Which of the following is an advantageassociated with public relations?
D. Use as an effective lead generator.
52. (p. 584) Criteria for measuring the effectivenessof public relations activities include:
D. percentage of positive and negativearticles over time.
53. (p. 584) Measuring the effectiveness of PRactivities provides which of the following advantages?
E. It gives management a way to judge thequality of public relations achievements and activities.
54. (p. 584) Which of the following is a method formeasuring the effectiveness of public relations activities?
B. Public opinion and surveys
56. (p. 586) Which of the following statements aboutpublicity and public relations is true?
D. Publicity is typically a short-termstrategy.
62. (p. 586) Why is publicity viewed as being so muchmore important than advertising, sales promotion, or other forms of publicrelations?
C. Credibility of the message
55. (p. 584) _____ refers to the generation of newsabout a person, product, or service that appears in broadcast or printmedia.
57. (p. 586) An article in the Financial Timesabout Iressa, a new lung cancer drug made by AstraZeneca, said the drug was notthe miracle drug it was supposed to be. The article described how the drug hadbeen linked with 174 deaths in eight months and 300 cases of serious sideeffects. This is an example of:
58. (p. 586) Unlike other forms of promotions, _____ isnot usually perceived as being sponsored by the company, especially in negativeinstances.
59. (p. 586) Which of the following is one of theimportant reasons for the high power of publicity as a form of promotion?
C. Its news value and the frequency ofexposure it generates
60. (p. 586) Why is publicity considered by manymarketers to be the strongest form of marketing communications?
B. Its ability to make or destroy a brand.
61. (p. 586) Which of the following communications methodsis potentially the most powerful?
62. (p. 586) Why is publicity viewed as being so muchmore important than advertising, sales promotion, or other forms of publicrelations?
C. Credibility of the message
63. (p. 587) There are some who believe Beanie Babies,Ninja Turtles, and other high-selling products were the beneficiaries of stagedevents in which buyers were paid to stand in line in attempts to purchase theproducts. If this is true, what strategy were these companies employing?
B. The management of publicity
64. (p. 587) _____ is a publicity piece produced bypublicists so that stations can air it as a news story.
67. (p. 587) Marketers use _____ when they want to haveas much control as possible over publicity.
68. (p. 588) One of the main disadvantages of publicityis:
69. (p. 589) Communications activities designed topromote a firm's overall image, without reference to a specific product, arecalled:
70. (p. 589) The illustration in the ad for Accentureshowed an elephant walking a narrow log suspended between two cliffs. Theheadline read, "Who says you can't be big and nimble?" Since the admade no reference to the specific products offered by Accenture, it is anexample of:
A. corporate advertising.
71. (p. 589) ACE Guaranty RE changed its name to AceGuaranty Corp to better reflect the scope of its products. Headline"Sometimes a name change can make a big difference." The ad showedphotographs of stars who had changed their names and made no mention of whatservices the corporation offers. This ad is an example of:
A. corporate advertising.
72. (p. 589) Which of the following best reflects anexample of corporate advertising?
B. Toyota promoting its concern for theenvironment.
73. (p. 589) Which of the following statements aboutcorporate advertising is true?
D. Corporate ads are not easy to write.
74. (p. 590) The term _____ tends to be used as acatchall for any type of advertising run for the direct benefit of thecorporation rather than its products or services.
75. (p. 590) The two main goals of corporateadvertising are creating a positive image for the firm and:
E. communicating the organization's views onsocial, business, and environmental issues.
76. (p. 590) _____ is the form of corporate advertisingdevoted to promoting the organization's overall image
85. (p. 593) _____ is a major form of corporateadvertising that addresses social, business, or environmental issues.
100. (p. 597) Which of the following is a criticismcommonly applied to corporate advertising?
D. Questionable effectiveness
101. (p. 597) The attempt to measure the effectivenessof PR activities is often difficult to achieve
C. Conducting studies to determine therelationship between corporate advertising and stock prices