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Marketing: A McGraw-Hill and QUT Custom Publication

Marketing

A McGraw Hill and QUT Custom Publication

PR: The Credibilty Builder

Multiple Choice Quiz


1		Which of the following is defined as: "the use of non-paid media to deliver positive brand information designed to positively influence customers and prospects"?
			A)	Public relations
			B)	Market agility
			C)	Crisis management
			D)	Marketing public relations
			E)	Public service announcements


2		Which of the following is not a normal area of public relations?
			A)	Competitor relations
			B)	Corporate relations
			C)	Crisis management
			D)	Financial or investor relations
			E)	Employee relations


3		The primary purpose of public relations is to create:
			A)	Category leadership
			B)	Positive stakeholder relationships
			C)	Crisis management
			D)	Cost efficiency
			E)	Positively influence media


4		Which of the following is an ad designed to build awareness of a company and explain what it does or believes in?
			A)	Marketing public relations
			B)	Public service announcements
			C)	Corporate advertising
			D)	Interactive media
			E)	Message personalization


5		Marketing public relations complements the brand message strategy by:
			A)	Flighting
			B)	Increasing brand message credibility
			C)	Selective exposure
			D)	Mass communication
			E)	Controlling the media


6		What are gatekeepers?
			A)	PR firms
			B)	Target consumers
			C)	Middlemen in the distribution channel
			D)	Editors and reporters who select (or reject) stories
			E)	Specialty wholesalers


7		What is a company's purpose that goes above and beyond making money?
			A)	Market share
			B)	Decreasing customer acquisition cost
			C)	Its mission
			D)	Selective distribution
			E)	News releases


8		What is the difference between brand image and brand reputation?
			A)	Brand reputation has to be earned
			B)	Brand reputation can be created
			C)	Brand image has to be earned
			D)	There is no difference between brand image and brand reputation
			E)	Brand image reflects how a company behaves


9		Which of the following is not a marketing public relations activity?
			A)	Media event
			B)	Distribution
			C)	Displays
			D)	News releases
			E)	Press kit


10		What is a B-roll?
			A)	Press release
			B)	Database of stakeholders
			C)	Internet advertisement
			D)	Unedited footage in a video news release
			E)	Newspaper supplement


11		Which of the following is an example of third-party endorsement?
			A)	Direct mail
			B)	Magazine supplement
			C)	Newspaper publicity article
			D)	Promotional product
			E)	Banner ads


12		What is the purpose of corporate identity advertising?
			A)	Category development
			B)	Cooperative advertising
			C)	One-to-one marketing
			D)	Mass marketing
			E)	Company awareness


13		What should a company NOT do during in a crisis situation?
			A)	Explain what happened
			B)	Ignore media until all facts are known
			C)	Let media know what company is doing to resolve crisis
			D)	Let customers know about the problem as soon a possible
			E)	Express sympathy to families


14		What is viral marketing?
			A)	Pop-up ads
			B)	The quick spread of brand news on the Internet
			C)	Email spam
			D)	Rebates
			E)	Ad blocking


15		Why is public relations the fastest growing of all MC functions?
			A)	Inexpensive way to promote product
			B)	Guaranteed exposure
			C)	Reaches public with greater credibility
			D)	Best at positioning
			E)	Both a and c


16		Which of the following stories is most likely to get printed in a local newspaper?
			A)	Pepsi introduces a new can design
			B)	Pepsi introduced into Tibet
			C)	Pepsi begins using a new jingle
			D)	Pepsi sponsors local volleyball team
			E)	New Pepsi machine in City Hall


17		Why would local stations want a video B-roll?
			A)	In order to create their own story
			B)	To target customers
			C)	To send direct mail to prospective customers
			D)	To hire new employees
			E)	None of the above


18		Which of the following is not a normal feature of corporate websites?
			A)	Provide brand information
			B)	Provide profiles of top executives
			C)	History of the company
			D)	Provide comparative advertising
			E)	Provide listing of products


19		Which of the following is not an advantage of marketing public relations?
			A)	Increased credibility
			B)	Increased brand awareness
			C)	Complements other MC functions
			D)	Easy to measure
			E)	Increases involvement of customers

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