Public relations and media Section3 .pptx

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1. 1 Section3:chapter3& Public relations Public Relations & Media Management

2. 1. Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing   D) public relations Answer: D 2 Multiple choice

3. Multiple choice 2.Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? A) sales promotion B) personal selling C) public relations D) direct marketing Answer: C 3

4. Multiple choice 3.Why is public relations often overlooked as a tool for supporting product marketing objectives? A) Public relations departments are typically small divisions within corporations. B) The time and costs associated with public relations can be prohibitive. C) Public relations specialists lack the skills necessary to work with marketing experts. D) Many public relations professionals see their jobs as simply communicating, not necessarily brand building. E) The public relations department only wants to handle stockholders, employees, and government officials. Answer: D 4

5. Multiple choice 4. _____ 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 . A. Public relations B. Image advertising C. Corporate advertising D. Public administration Answer: A 5

6. Multiple choice 5.In the traditional perspective, public relations is a _____ function whose primary responsibility is to maintain mutually beneficial relationships between an organization and its publics. A. financial B. human resources C. non-management D. non-marketing Answer: D 6

7. Multiple choice 6.The new role of public relations is characterized primarily by………………………. A. a less communication-oriented role. B. a less finance-oriented role. C. a more marketing-oriented role D. a less technical role. Answer: C 7

8. Multiple choice 7.Which of the following statements is true of public relations? A. This medium of promotion lacks credibility. B. The relative cost of public relations is very low. C. The absolute cost of public relations is very high. D. Public relations messages are subject to a lot of clutter. E. Public relations is ineffective in generating sales leads Answer: B 8

9. Multiple choice 8.Which of the following is an advantage of public relations? A. effective lead generation B. high absolute cost but low relative cost C. ability to complete the communications process D. none of the above Answer: A 9

10. Multiple choice 9. Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages? A) sales promotion B) direct and digital marketing C) advertising D) public relations E) horizontal diversification Answer: D 10

11. Multiple choice 10. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations Answer: C 11

12. Multiple choice 11. Which of the following public relations functions involves maintaining relationships with shareholders and those in the financial community? A. direct marketing B. press relations management C. investor relations management D. development E. Lobbying Answer: C 12

13. Multiple choice 12. Which of the following is an advantage of using MPR? A. It helps in extending a company's control over the media. B. It is a cost-effective way to reach a target market. C. It enables marketers to easily use slogans and other advertising devices. D. It provides a guarantee for media time and space. E. It offers several standard effectiveness measures Answer: B 13

14. Multiple choice 13. . 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. A. Supplier B. customer C. government D. media E. investor Answer: D 14

15. 14. The new role of public relations is characterized primarily by ________. A. a less communication-oriented role. B. a less finance-oriented role. C. a more sales-oriented role. D. a less technical role. E. a more marketing-oriented role. Answer:E 15 Multiple choice

16. 15.Which of the following statements describes an advantage of the use of marketing public relations (MPR)? A. The effectiveness of MPR can be easily measured. B. It is easy to tie slogans with MPR activities. C. MPR breaks through the clutter. D. The use of MPR guarantees a specific media time and place. E. MPR helps in increasing control over media. Answer:C 16 Multiple choice

17. 16. Which of the following is a disadvantage of using MPR? A. It does not contribute to a company's ROI. B. It lacks credibility. C. It fails to support advertising programs. D. It rarely influences opinion leaders and trendsetters. E. It does not guarantee media time and space Answer:E 17 Multiple choice

18. 17. W hich of the following is a disadvantage of MPR? A. It is not a cost-effective way to reach the market. B. It fails to achieve credibility. C. It is difficult to tie in slogans and other advertising devices. D. It fails to break through the clutter. E. It does help in improving ROI Answer:C 18 Multiple choice

19. 18. . _____ refers to the generation of news about a person, product, or service that appears in broadcast or print media. A. Indirect advertising B. Direct response advertising C. Sales promotions D. Publicity E. Advertainmen Answer:D 19 Multiple choice

20. 19. Which of the following statements about publicity is true? A. Publicity always originates within a firm and is paid for by the firm. B. Publicity is used to generate news about a person, and not a product or service. C. Public relations is, in reality, a subset of the publicity effort. D. Publicity is typically a short-term strategy. E. Publicity is designed to provide only positive information about a firm Answer:D 20 Multiple choice

21. 20. 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? A. sales promotions B. advertorials C. online advertising D. publicity E. celebrity branding Answer:D 21 Multiple choice

22. 21. Publicity is considered much more important than advertising, sales promotion, or other forms of public relations because of the A. control it has over the message. B. timing of the message. C. credibility it offers to the message. D. accuracy of the message. E. lack of clutter in the message Answer:C 22 Multiple choice

23. 22. Marketers use _____ when they want to have as much control as possible over publicity . A. press conferences B. advertorials C. press releases D. video news releases E. sponsorships Answer:D 23 Multiple choice

24. 23. Which of the following is a disadvantage of publicity? A. lack of credibility B. a perception of being endorsed by the media C. control over timing of publicity D. information can be inaccurate E. low potential for word-of-mouth communication Answer:D 24 Multiple choice

25. 24. One of the main disadvantages of publicity is the ……………. A. lack of control over the information conveyed. B. low credibility it offers. C. lack of support that is often shown by the media. D. lack of confidence people have in such information. E. minimal frequency of exposure that it generates Answer:A 25 Multiple choice

26. 1.Publicity, public relations, and corporate advertising are integral parts of the overall promotional effort. TRUE 2.Public relations is limited to business management. FALSE 3.One main advantage of marketing public relations is that media time and space are guaranteed. FALSE 26 True or False

27. 4.One of the main reasons why firms are concerned about public attitudes is that these attitudes may affect the sales of the firm's products. TRUE 5.The public relations process is an ongoing process. TRUE 6.Public relations efforts are often targeted to more than one group of individuals. TRUE 27 True or False

28. 7.The relative cost of public relations is very high. FALSE 8.Public relations messages are subject to the clutter of ads. FALSE 9.Public relations is typically a short-term strategy FALSE 28 True or False

29. Thanks 29