Chapter 17

Question 1

20. At a 2005 convention chiropractors learned that only about 7 percent of Americans currently visit a chiropractor, and the small amount of media coverage about chiropractic is usually negative or wrong. What type of promotion can chiropractors use to improve their public image?

Answer 1

public relations

Question 2

21. _____ is the promotional function that focuses on the relationships and communications that individuals and organizations have with other groups.

Answer 2

Public relations

Question 3

1. Coca-Cola monitors any Web sites in which it is mentioned. Some of these Web sites do contain communications that is malicious, and some of their information is wrong. The people who set up these Web sites are:

Answer 3

part of Coca-Cola’s publics

Question 4

22. Coca-Cola monitors any Web sites in which it is mentioned. Some of these Web sites do contain communications that is malicious, and some of their information is wrong. When such a site is discovered, Coca-Cola has its _____ personnel respond to set the record straight without using legal jargon or highly technical communication.

Answer 4

public relations

Question 5

23. One of the goals of PR is to develop and maintain:

Answer 5

goodwill with most, if not all, of its publics

Question 6

24. How does advertising differ from public relations?

Answer 6

Advertising reaches its audience through media the advertiser pays for, and public relations does not.

Question 7

25. How do advertising practitioners view public relations?

Answer 7

as a tool of marketing to be used to promote sales of the company’s products or services

Question 8

26. When public relations activities are used for marketing purposes, the process is called:

Answer 8

marketing public relations (MPR)

Question 9

27. What is the first function performed by the public relations professional?

Answer 9

plan and execute the company’s public relations program

Question 10

28. To gauge consumer response to the c admission by Jack-in-the-Box fast food restaurant chain that it failed to heed a Washington state health department rule change that could have prevented a serious food-poisoning talked to people on the street about their feelings about the chain and what had occurred. In other words, Jack-in-the-Box used:

Answer 10

opinion sampling

Question 11

29. Reputation management:

Answer 11

includes publicity and press agentry

Question 12

30. In 2003, a news item on cable television misrepresented the FedEx’s earnings and suggested that FedEx was not meeting Wall Street’s expectations. Within a few minutes of the report, FedEx’s stock dropped by nearly two dollars. Most companies deal with such coverage by demanding a correction the next day. A proactive way of dealing with such false statements and the way that impact a company is:

Answer 12

reputation management

Question 13

31. _____ is the generation of news about a product, person, or service that appears in broadcast or print media

Answer 13

Publicity

Question 14

32. Mashti Malone’s Ice Cream Shop offer the ice cream flavors Mashti and Mehdi Shirvani grew up with, like rosewater, orange blossom and ginger. The California-ship never advertised, and its co-owners were happy with word-of-mouth. But when the Food Network got a whiff of its exotic delights and decided to run a piece on the ice cream shop, its sales quadrupled. The Food Network provided _____ for the ice cream shop.

Answer 14

publicity

Question 15

33. Which of the following statements about publicity is true?

Answer 15

Publicity is usually thought of as “free.”

Question 16

34. Paparazzi may be the scourge of Hollywood stars, but Fraser Ross appreciates the mob of photographers. Ross, owner of the celebrity-friendly L.A. boutique Kitson, said paparazzi shots of stars like Halle Berry shopping at his Robertson Boulevard store have helped to triple sales in the past year. Kitson is benefiting from:

Answer 16

publicity

Question 17

35. To be picked up by the media, publicity must be:

Answer 17

newsworthy

Question 18

36. Press agentry refers to the:

Answer 18

planning of activities and the staging of events to attract attention and to generate publicity

Question 19

37. _____ is the planning and staging of events to generate publicity.

Answer 19

Press agentry

Question 20

38. When Ringling’s star animal trainer, Mark Oliver Gebel, was accused by two animal rights activists of abusing an elephant in his care, the world-renowned Ringling Bros. Circus decided the time had come to take a stand. The circus management immediately decided that the use of the criminal justice system to target Gebel as part of a campaign against using animals in entertainment represented a new low. The circus instituted long-term _____ to let circus-goers know that their animals were well-treated.

Answer 20

reputation management

Question 21

39. The world-renowned Ringling Bros. Circus found it necessary to protect itself against animal rights supporters who would send the media in towns they would soon visit photos and videos claiming to document animal abuse in the circus. To counter these negative tactics, the corporate communications director, began visiting news editors ahead of time, armed with source materials and original footage to show how and where materials provided by activists were manipulated. She pointed out the age of the footage, and explained that it featured zoo animals, not circus animals, and African elephants, not the Asian elephants, that travel with Ringling Bros. The director engaged in:

Answer 21

Press agentry

Question 22

40. In 2003, the Boston Catholic diocese reported an annual deficit of $10 million in the fund, which covers administrative costs and other centralized spending in the archdiocese. Later, the Boston Globe reported the deficit was actually $20 million. Then the diocese reported an unfunded pension liability of $80 million. The financial problems, a decline in the number of priests, and demographic trends that were emptying out a lot of the urban parishes and overfilling some of the suburban parishes, required the Boston diocese to engage in:

Answer 22

crisis management

Question 23

41. According to Johnson & Johnson, what is the best action to take in the event of a disaster like the Tylenol poisonings?

Answer 23

Be open and candid.

Question 24

42. According to the text, when a company is confronted with a crisis management situation it should first:

Answer 24

identify the problem and take immediate corrective action

Question 25

43. The goal of _____ is to develop a dialog between the company and the community

Answer 25

community involvement

Question 26

44. The National Asphalt Pavement Association (NAPA) announced that Staker & Parson Companies won its Community Involvement Award for “Rocks Build Our World,” an outreach program for elementary schools. The Rocks Build Our World program includes both group tours of the company’s corporate office facility and classroom visits targeted to fourth graders. The classroom visits start with some basic information on geology, mining methods and the uses of minerals in every day life. This is an example of:

Answer 26

community involvement

Question 27

45. A corporate public affairs manager for a company that manufactures herbicides for farmers would most likely to have to deal with:

Answer 27

elected officials, regulatory agencies, legislative bodies, and various community groups

Question 28

46. _____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client.

Answer 28

Lobbying

Question 29

47. The Florida Swimming Pool Association hired a full-time government relations specialist whose job will be to support or thwart legislation that affect the association’s members. One of the specialist’s first job was to deal with a proposed law requiring hard-wire alarm systems in all pools. This government relations specialist will be engaged in:

Answer 29

lobbying

Question 30

48. What is the most widely used PR tool?

Answer 30

a press release

Question 31

49. A _____ is one or more typewritten sheets of information issued to generate publicity or shed light on a subject of interest.

Answer 31

news release

Question 32

50. The U.S. Marine Corps issued a _____ when an official party consisting of high-ranking members of the Department of Defense visited a Marine Aircrew Training Systems Squadron to fly an Osprey simulator and personally evaluate the aircraft.

Answer 32

news release

Question 33

51. The American Camping Association (ACA) used _____ to inform the media and general public about the value of the camp experience. According to the ACA, camping presents the camp community provides a place of safety, tolerance, acceptance, and peace in uncertain times. It was distributed to top weeklies, publications, and broadcasters in major media markets across the country.

Answer 33

press releases

Question 34

52. Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland, the football team’s agency issued a _____, which contained pictures and biographical data of all the players, quotes from fans, ticket prices, special promotions that would be held throughout the season, and a story about how wrong the Raiders had been to move to Los Angeles.

Answer 34

press kit

Question 35

53. A four-page article in Pallet Enterprise, a trade journal for the pallet and container industry, about the success of Jisco, a Korean nail company, would most likely be an example of a:

Answer 35

feature article

Question 36

54. When writing a news release, you should:

Answer 36

write a headline that signals the key facts or issue of the story

Question 37

55. A _____ is a company publication that can be used to promote goodwill, increase sales, or mold public opinion.

Answer 37

house organ

Question 38

56. Which of the following statements about video news releases is true?

Answer 38

VNRs are somewhat controversial

Question 39

57. A(n) _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with the property.

Answer 39

sponsorship

Question 40

58. Which of the following CANNOT be used to explain the recent growth of sponsorship?

Answer 40

the growth in the over-50 segment of the population

Question 41

59. For Bassett Healthcare in Cooperstown, sponsoring the American Heart Association’s Heart Run/Walk in Utica was an obvious choice. The Heart Run was a good fit for Bassett because it tied in with the hospital’s opening of its cardiac surgery and heart institute. Bassett Healthcare engaged in:

Answer 41

cause marketing

Question 42

60. Which of the following statements describes a benefit of sponsorship?

Answer 42

Sponsorships enhance the image of the company sponsoring them.

Question 43

61. In March 2005, Super 8 Motels renewed its associate sponsorship of the No. 32 Tide Chevrolet, which will be driven by Bobby Hamilton Jr. in this year’s NASCAR Nextel Cup Series. One of the potential drawbacks to this co-sponsorship is:

Answer 43

the absence of clutter

Question 44

62. Ansett Airlines sued Qantas Airways, a rival Australian carrier, claiming that it engaged in _____ that was detrimental to Ansett’s image as an official sponsor of the Olympic Games. Qantas ran ads in The Sydney Morning Herald and The Age newspapers featuring Australian runner Cathy Freeman and the words ‘Sydney 2000’, ‘Olympic Games and the new millennium’ and ‘The Spirit of Australia Qantas’. Located in close proximity to these slogans was the Olympic logo.

Answer 44

ambush marketing

Question 45

63. _____ is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

Answer 45

Ambush marketing

Question 46

64. _____ is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

Answer 46

Venue marketing

Question 47

65. Qualcomm Inc, a wireless technology company, benefited from_____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.

Answer 47

venue marketing

Question 48

66. Which of the following describes one method that can be used to effectively measure the results from sponsoring a marathon?

Answer 48

to measure spending equivalencies between free media exposure and comparable advertising space or time

Question 49

67. Which of the following is NOT a form of corporate advertising?

Answer 49

ambush advertising

Question 50

68. When ExxonMobil, a company that has been accused of being insensitive to the environment, runs an ad that demonstrated its corporate support of the National Fish and Wildlife Federation’s Save the Tiger fund, it engaged in _____ advertising.

Answer 50

public relations

Question 51

69. _____ advertising by corporations and industries in the U.S. can be traced to 1908, the year AT&T launched a newspaper ad campaign to educate the public on the virtues of a private monopoly.

Answer 51

advocacy

Question 52

70. Coloradans who used to shop at Eagle Hardware & Garden were remarkably loyal to that format in a state where there are numerous home improvement options to choose from. And now that Eagle is operating under the name Lowe’s Home Improvement Warehouse, keeping that loyalty alive has been Lowe’s most pressing challenge, both in terms of introducing itself to customers who don’t know its logo and in convincing Eagle loyalists that a new owner means better stores. Lowe’s would have used _____ advertising.

Answer 52

corporate identity