CH 17

Question 1

Successful public relations efforts may indirectly lead to

Answer 1

increased friendliness.

Question 2

Mary was asked to go through the press releases and other PR activities related to the launch of Pluto Corporation’s new phone. She was then asked to determine the trends and perceptions relating to the product. Which of the following methods of measuring the effectiveness of marketing public relations is being employed here?

Answer 2

media content analysis

Question 3

Public relations is concerned with people’s attitudes toward a firm or specific issues beyond those directed at a product or service.

Answer 3

True

Question 4

Which of the following statements is true of PR and publicity?

Answer 4

Publicity is a short-term strategy, unlike public relations.

Question 5

Most companies prepare annual reports to

Answer 5

generate more investments.

Question 6

Marketing public relations helps in improving the overall ROI by reducing overall marketing costs.

Answer 6

True

Question 7

Publicity ensures accuracy of information because the company controls the message.

Answer 7

False

Question 8

Auto Inc. has come up with a new series of ads to promote the use of seat belts. It has also invested in various billboards across New York City and Chicago for the same purpose. This campaign is an example of

Answer 8

advocacy advertising.

Question 9

An important function in an IMC program may include public relations for corporate image advertising or publicity management. Public relations is designed to promote the organization as well as products and services; it is less philanthropic and more

Answer 9

marketing oriented.

Question 10

Which of the following correctly states a disadvantage associated with marketing public relations (MPRs)?

Answer 10

It is difficult to tie in slogans and other advertising devices.

Question 11

Which of the following statements is true of publicity?

Answer 11

It can make or break a product or even a company.

Question 12

A publicity piece designed to be aired as a news story is known as

Answer 12

a video news release.

Question 13

Which of the following is an objective of corporate advertising?

Answer 13

creating a positive image for the firm

Question 14

Before shipping its new tablet, Samsung created a great deal of anticipation through public relations. Upon the release of the Samsung tablet, consumers stood waiting in lines for hours to own the next Samsung innovation. In which of the following ways did marketing public relations (MPR) add value to the integrated marketing program?

Answer 14

by building marketplace excitement before media advertising breaks

Question 15

A new form of public relations has evolved as the intersection between functions like social media and influencer marketing with traditional public relations activities. It is called

Answer 15

digital public relations.

Question 16

Survey research involves quantitatively assessing consumers’ attitudes toward the product or brand.

Answer 16

True

Question 17

The press forms a part of the external audience for all the public relations activities of a manufacturing firm.

Answer 17

True

Question 18

The bulletin board of Tales and You, a children’s publishing company, contained an article that congratulated the organization for achieving 1 million sales and appreciated everyone for their efforts. This piece of public relations targeted the

Answer 18

employees of the firm.