Chapter 17 Flashcards
1
Q
- 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?
A
public relations
2
Q
- _____ is the promotional function that focuses on the relationships and communications that individuals and organizations have with other groups.
A
Public relations
3
Q
- 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:
A
part of Coca-Cola’s publics
4
Q
- 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.
A
public relations
5
Q
- One of the goals of PR is to develop and maintain:
A
goodwill with most, if not all, of its publics
6
Q
- How does advertising differ from public relations?
A
Advertising reaches its audience through media the advertiser pays for, and public relations does not.
7
Q
- How do advertising practitioners view public relations?
A
as a tool of marketing to be used to promote sales of the company’s products or services
8
Q
- When public relations activities are used for marketing purposes, the process is called:
A
marketing public relations (MPR)
9
Q
- What is the first function performed by the public relations professional?
A
plan and execute the company’s public relations program
10
Q
- 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:
A
opinion sampling
11
Q
- Reputation management:
A
includes publicity and press agentry
12
Q
- 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:
A
reputation management
13
Q
- _____ is the generation of news about a product, person, or service that appears in broadcast or print media
A
Publicity
14
Q
- 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.
A
publicity
15
Q
- Which of the following statements about publicity is true?
A
Publicity is usually thought of as “free.”
16
Q
- 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:
A
publicity
17
Q
- To be picked up by the media, publicity must be:
A
newsworthy
18
Q
- Press agentry refers to the:
A
planning of activities and the staging of events to attract attention and to generate publicity
19
Q
- _____ is the planning and staging of events to generate publicity.
A
Press agentry
20
Q
- 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.
A
reputation management
21
Q
- 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:
A
Press agentry
22
Q
- 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:
A
crisis management
23
Q
- According to Johnson & Johnson, what is the best action to take in the event of a disaster like the Tylenol poisonings?
A
Be open and candid.
24
Q
- According to the text, when a company is confronted with a crisis management situation it should first:
A
identify the problem and take immediate corrective action
25
Q
- The goal of _____ is to develop a dialog between the company and the community
A
community involvement
26
Q
- 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:
A
community involvement
27
Q
- A corporate public affairs manager for a company that manufactures herbicides for farmers would most likely to have to deal with:
A
elected officials, regulatory agencies, legislative bodies, and various community groups
28
Q
- _____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client.
A
Lobbying
29
Q
- 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:
A
lobbying
30
Q
- What is the most widely used PR tool?
A
a press release
31
Q
- A _____ is one or more typewritten sheets of information issued to generate publicity or shed light on a subject of interest.
A
news release
32
Q
- 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.
A
news release
33
Q
- 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.
A
press releases
34
Q
- 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.
A
press kit
35
Q
- 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:
A
feature article
36
Q
- When writing a news release, you should:
A
write a headline that signals the key facts or issue of the story
37
Q
- A _____ is a company publication that can be used to promote goodwill, increase sales, or mold public opinion.
A
house organ
38
Q
- Which of the following statements about video news releases is true?
A
VNRs are somewhat controversial
39
Q
- 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.
A
sponsorship
40
Q
- Which of the following CANNOT be used to explain the recent growth of sponsorship?
A
the growth in the over-50 segment of the population
41
Q
- 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:
A
cause marketing
42
Q
- Which of the following statements describes a benefit of sponsorship?
A
Sponsorships enhance the image of the company sponsoring them.
43
Q
- 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:
A
the absence of clutter
44
Q
- 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.
A
ambush marketing
45
Q
- _____ 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.
A
Ambush marketing
46
Q
- _____ is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.
A
Venue marketing
47
Q
- Qualcomm Inc, a wireless technology company, benefited from_____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.
A
venue marketing
48
Q
- Which of the following describes one method that can be used to effectively measure the results from sponsoring a marathon?
A
to measure spending equivalencies between free media exposure and comparable advertising space or time
49
Q
- Which of the following is NOT a form of corporate advertising?
A
ambush advertising
50
Q
- 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.
A
public relations
51
Q
- _____ 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.
A
advocacy
52
Q
- 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.
A
corporate identity
