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| 1 | |
Someone says to you, "Advertising is dead. It has been replaced by public relations." After reading this chapter, how would you respond? |
| | A) | Advertising and public relations are and have always been support elements in a promotional mix. |
| | B) | In 2001, spending on PR was significantly more than spending on advertising. |
| | C) | Advertising cannot build customer relationships. |
| | D) | Many experts believe advertising is no longer an effective communications tool. |
| | E) | There is no enough information to make this statement. |
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| 2 | |
Marketing public relations (MPR) functions add value to the integrated marketing communications (IMC) program by: |
| | A) | creating advertising news where there is no product news |
| | B) | providing information to opinion leaders |
| | C) | building marketing excitement before media advertising breaks |
| | D) | providing a value-added customer service |
| | E) | doing all of the above |
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| 3 | |
Which of the following is an example of a disadvantage associated with the use of marketing public relations (MPR)? |
| | A) | There are no standard effectiveness measures for MPR |
| | B) | MPR cannot break through the clutter. |
| | C) | MPR is not targeted. |
| | D) | MPR is not a cost-effective way to reach a target market. |
| | E) | All of the above are examples of disadvantages associated with the use of marketing public relations (MPR). |
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| 4 | |
The employees of Exxon Mobil, its stockholders, and some members of the community receive The Lamp, a magazine published by the company and used to describe its new products, ways in which the petroleum company has positively impacted the environment, and its interaction with people in countries outside the U.S. The recipients of this magazine comprise Exxon Mobil's: |
| | A) | external audience |
| | B) | measurable audience |
| | C) | internal audience |
| | D) | public sector |
| | E) | media share |
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| 5 | |
Once research has been conducted and the target audiences identified, the public relations program must be developed and delivered to the receivers. Which of the following is NOT an example of a PR tool used for this purpose? |
| | A) | community involvement |
| | B) | product placement |
| | C) | exclusives |
| | D) | interviews |
| | E) | press conferences |
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| 6 | |
Which of the following statements about public relations is true? |
| | A) | In both absolute and relative terms, the cost of public relations is high. |
| | B) | Informative ads are an example of public relations. |
| | C) | Public relations are just as likely to be bothered with clutter as in any form of marketing communications. |
| | D) | According to the text, the major disadvantage of PR is the potential for not completing the communications process. |
| | E) | Public relations are effective even if it is not coordinated with the marketing department's communications. |
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| 7 | |
Publicity: |
| | A) | is a synonym for public relations |
| | B) | is the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program and action to earn public understanding and acceptance |
| | C) | is typically a long-term strategy |
| | D) | is the generation of news about a person or product that appears in broadcast or print media |
| | E) | is always positive |
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| 8 | |
The two major problems that arise from the use of publicity deal with: |
| | A) | credibility and timing |
| | B) | word-of-mouth communications and synergy with rest of marketing communications |
| | C) | cost and illiteracy |
| | D) | obsolescence and accuracy |
| | E) | timing and accuracy |
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| 9 | |
The Home Depot employed 116 athletes who participated in the Sydney, Australia Olympics. The retailer gave them money and time off to make their dreams a reality. The Home Depot ads showed its athletes-employees preparing to leave for the Olympics and telling co-workers good-by. These ads can be categorized as: |
| | A) | cause-oriented advertising |
| | B) | event sponsorship |
| | C) | image advertising |
| | D) | competitive advertising |
| | E) | advocacy advertising |
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| 10 | |
The Home Depot employed 116 athletes who participated in the Sydney, Australia Olympics. The retailer gave them money and time off to make their dreams a reality. The Home Depot ads showing its athletes-employees preparing to leave for the Olympics and telling co-workers good-by were an example of: |
| | A) | corporate advertising |
| | B) | prestige publicity |
| | C) | competitive publicity |
| | D) | event marketing |
| | E) | internal marketing |
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| 11 | |
Roughly 500 million computers will become obsolete between 1997 and 2007 in the United States. That amounts to more than 2 billion pounds of lead waste. One computer retailer has set up a recycling program in which is accepts used computers from customers, sells the reusable parts, and recycles the other components (resins, plastics, and glass) to China where they are reused. An ad sponsored by the retailer trying to enlist customers and other computer resellers to recycle to preserve the environment would be an example of: |
| | A) | cause-oriented advertising |
| | B) | a news release |
| | C) | prestige advertising |
| | D) | competitive advertising |
| | E) | advocacy advertising |
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| 12 | |
AngloGold, the South African gold mining company, sponsors a charity that works to prevent AIDS and to treat those who are already stricken with the disease. The company made a large donation to the AIDS organization and has promised continued support. An ad describing these activities and asking others for additional support would be an example of: |
| | A) | cause-related advertising |
| | B) | event sponsorship |
| | C) | specialty advertising |
| | D) | comparative advertising |
| | E) | advocacy advertising |
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| 13 | |
AngloGold, the South African gold mining company, sponsors a charity that works to prevent AIDS and to treat those who are already stricken with the disease. The company made a large donation to the AIDS organization and has promised continued support. How can AngloGold measure the effectiveness of its corporate advertising? |
| | A) | recognition tests |
| | B) | focus group research |
| | C) | people meters |
| | D) | observational research |
| | E) | correlation analysis |
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