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Marketing: A McGraw-Hill and QUT Custom Publication

Marketing

A McGraw Hill and QUT Custom Publication

The Nature of PR

Multiple Choice Quiz


1		Which of the following statements describing the relationship between advertising and public relations is true?
			A)	In an integrated marketing communications program, both advertising and public relations have equal credibility.
			B)	Advertising and public relations professionals have identical orientations.
			C)	The objectives of public relations activities are more easily quantifiable than those of advertising.
			D)	While advertising is carefully placed to achieve particular reach and frequency objectives, the results of public relations efforts depend on the experience and skill of the people executing it.
			E)	All of the above statements describing the relationship between advertising and public relations are true.


2		What do the letters "MPR" represent?
			A)	marketing public relations
			B)	mass public relations
			C)	multinational public relations
			D)	media public relations
			E)	message-oriented public relations


3		A common form of public relations research is:
			A)	cluster sampling
			B)	opinion sampling
			C)	unaided recall tests
			D)	portfolio tests
			E)	projective interviews


4		When Dale Earnhardt, the famous NASCAR driver was killed, the media was quick to point out that his life might have been saved if he had used a new harness that was optional under NASCAR rules. The media also criticized NASCAR as misleading and duplicitous because the organization tried to provide information before it had all of the accident details. To avoid such criticisms, organizations like NASCAR need to engage in what public relations activity?
			A)	lobbying
			B)	press agentry
			C)	ambush marketing
			D)	crisis management
			E)	institutional advertising


5		Road Runner Sports catalog gives a $10 credit on your next purchase if you give to an organization called Athletes Helping Athletes using a link it provides. The organization helps athletically challenged athletes reach their potentials. The mission of the company is to make each runner the best athlete he or she can be, so this request to help those who need a wheelchair so they can set their potential higher is consistent with the company's mission. This is an example of:
			A)	environmental marketing
			B)	press agentry
			C)	community involvement
			D)	crisis management
			E)	sports marketing


6		The most widely used public relations tool is the:
			A)	press or news release
			B)	feature article
			C)	house organs
			D)	audiovisual material
			E)	bulletin board


7		Which of the following is a guideline to be used when preparing a news release?
			A)	Single space the text and use narrow margins.
			B)	Do not write a headline-that is the job of the media editor.
			C)	Place the most important information last-just like a P.S.
			D)	Don't call to see whether the editor received your release.
			E)	All of the above are examples of guidelines that should be used when preparing a news release.


8		Which of the following is the BEST example of a house organ?
			A)	Turf, a trade magazine sent to turf care professionals
			B)	The Lamp, a publication by ExxonMobil sent to its stockholders
			C)	Golf Digest, a specialized magazine targeted to amateur golfers
			D)	Marketing News, a publication targeted to anyone interested in marketing
			E)	Fuse, a new magazine aimed at helping people understand today's business culture


9		The manager of radio station WHER has agreed to co-sponsor a Michael Bolton concert. It will pay for part of its sponsorship in kind. How would you explain "in kind" to someone unfamiliar with advertising and public relations?
			A)	The station will accept a much lower per ad fee than it is accustomed to receiving.
			B)	The other co-sponsors will pay for the ad time.
			C)	The station will donate the ad time.
			D)	The station will give away free t-shirts at the concert.
			E)	None of the above accurately describes the term "in kind.


10		_____ is support of a cause without any commercial incentive.
			A)	Philanthropy
			B)	Nonprofit public relations
			C)	Cause marketing
			D)	Noncommercialization
			E)	Event sponsorship


11		Which of the following statements about sponsorship is true?
			A)	More than any other marketing communications tool, sponsorships and events have the ability to involve customers, prospects, and other stakeholders.
			B)	Certainly one benefit of sponsorship is that the public approves of it.
			C)	A significant benefit of sponsorship is the opportunity to enhance the company's public image or merchandising through affiliation with an appropriate event.
			D)	Unlike advertising, sponsorship can provide face-to-face access to customers and prospects.
			E)	All of the above statements about sponsorship are true.


12		One of the sponsors of 2002 Olympics is Anheuser-Busch. It gave the Olympic Committee $50 million for the right to call itself the official Olympic beer. In 2001, Wasatch Brewery, a local Salt Lake City brewery has declared itself, the "unofficial beer of the Olympics." A senior United States Olympic Committee official is trying stop Wasatch from _____ because it dilutes the value of an Olympic sponsorship.
			A)	guerilla marketing
			B)	ambush marketing
			C)	cause marketing
			D)	using advertorials
			E)	using marketing prep advertising


13		Which of the following questions can be used by an organization to determine if it wants to sponsor a particular event?
			A)	Did the company initiate the negotiation for sponsorship or did the event promoter?
			B)	Does association with the event offer or suggest a meaningful sales campaign that can be run concurrently with the sponsorship?
			C)	Will the event receive substantial media coverage?
			D)	Do the demographics of the mass media audience and event participants match, as closely as possible, the demographics of the target audience?
			E)	All of the above questions can be used by an organization to determine if it wants to sponsor a particular event.


14		Which of the following is NOT an example of corporate advertising?
			A)	corporate management advertising
			B)	recruitment advertising
			C)	advocacy advertising
			D)	public relations advertising
			E)	corporate identity advertising


15		When Arthur Andersen Consultants changed its name to Accenture, it ran several double-page ads in The Wall Street Journal and USA Today. The new company Accenture used:
			A)	corporate management advertising
			B)	recruitment advertising
			C)	institutional advertising
			D)	public relations advertising
			E)	corporate identity advertising

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