Question 1

Public relations is usually controlled by a firm or its agent.

Accepted Answer

A) True 
 B)False

Question 2

It is often difficult to measure the effectiveness of corporate advertising activities. Which of the following measures would be most useful in this effort?

Accepted Answer

A)  Tying PR activities directly to sales
B)  Timing the amount a sponsored logo appears on television
C)  Conducting studies relating to corporate advertising and stock prices
D)  Computer simulations
E)  Measuring effectiveness of the sales promotional tools insteadF) B) and C)
G) D) and E)

Question 3

One of the criteria for measuring the effectiveness of public relations activities is the:

Accepted Answer

A)  number of press releases developed.
B)  number of personal interviews given by company representatives.
C)  dollar value of community involvement.
D)  percentage of positive and negative articles over time.
E)  percentage of people who have seen the press releasE.One of the criteria for measuring the effectiveness of public relations activities is the percentage of positive and negative articles regarding a company over time.F) B) and E)
G) B) and D)

Question 4

An ad for Bingley Tableware proudly claims that its line of dinner plates and dishes is inspired by and similar to a popular film star's designer wedding china. The ad shows a happy bride and groom sitting at their wedding table, which is laid with Bingley china. This is an example of:

Accepted Answer

A)  cause-related advertising.
B)  advocacy advertising.
C)  a general positioning ad.
D)  a direct response ad.
E)  a financial support ad.F) C) and D)
G) B) and E)

Question 5

One of the most critical external publics is the _____, which determines what a person will read in newspapers or will see on TV, and how this news will be presented.

Accepted Answer

A)  supplier
B)  customer
C)  government
D)  media
E)  investorF) A) and D)
G) B) and D)

Question 6

Public relations is typically a short-term strategy, , while publicity is a concerted program extending over a period of time.

Accepted Answer

A) True 
 B)False

Question 7

The relative cost of public relations is very high.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is used to measure the effectiveness of corporate advertising?

Accepted Answer

A)  Regression analysis
B)  Focus group research
C)  Boolean analysis
D)  BCG matrix
E)  Cumulative frequency analysisF) C) and D)
G) A) and B)

Question 9

When a right to a public relations effort is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n)  _____.

Accepted Answer

A)  social network
B)  mnemonic
C)  press release
D)  exclusive
E)  press conferenceF) A) and B)
G) A) and E)

Question 10

Which of the following is true of corporate advertising?

Accepted Answer

A)  It is highly effective in promoting organizations.
B)  It reaches a select target market.
C)  It follows strong ethical principles.
D)  It fails to take advantage of the benefits derived from PR.
E)  It fails to effectively position a firm.F) B) and D)
G) A) and D)

Question 11

_____ include employees, stockholders, and investors of a firm as well as members of the local community, suppliers, and current customers.

Accepted Answer

A)  Internal audiences
B)  Secondary audiences
C)  Mediated audiences
D)  External audiences
E)  Theoretical audiencesF) C) and D)
G) A) and D)

Question 12

Which of the following is one of the important reasons for the high power of publicity as a form of promotion?

Accepted Answer

A)  Its ability to eliminate the problem of clutter
B)  Its ability to eliminate the problem of economies of scale
C)  Its news value and the frequency of exposure it generates
D)  Its lack of ability to generate word of mouth information
E)  Its lack of credibilityF) B) and C)
G) A) and E)

Question 13

Community members and customers of a firm are considered external because the firm normally communicates with them in the ordinary routine of work.

Accepted Answer

A) True 
 B)False

Question 14

Public relations is limited to business management.

Accepted Answer

A) True 
 B)False

Question 15

Advocacy advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of a sponsor.

Accepted Answer

A) True 
 B)False

Question 16

_____ offer companies the potential for new sources of funding and so must be kept abreast of new developments in the organization.

Accepted Answer

A)  Suppliers
B)  Financial groups
C)  Educators
D)  Civic organizations
E)  EmployeesF) A) and E)
G) None of the above

Question 17

While considered a form of advocacy advertising, _____ may have no affiliation with a corporate or trade sponsor but may be sponsored by an organization to bring attention to what they consider to be an important cause.

Accepted Answer

A)  direct-response ads
B)  image ads
C)  positioning ads
D)  issue ads
E)  transit adsF) A) and D)
G) D) and E)

Question 18

Which of the following is an advantage of using MPR?

Accepted Answer

A)  It helps in extending a company's control over the media.
B)  It is a cost-effective way to reach a target market.
C)  It enables marketers to easily use slogans and other advertising devices.
D)  It provides a guarantee for media time and space.
E)  It offers several standard effectiveness measures.F) B) and E)
G) None of the above

Question 19

Which of the following is a disadvantage of PR?

Accepted Answer

A)  It has less credibility than advertising.
B)  It is costly in both relative and absolute terms.
C)  It is subject to clutter.
D)  It can misfire if mismanaged.
E)  It does not contribute to sales.F) All of the above
G) A) and C)

Question 20

According to Thomas. L. Harris, public relations activities that are designed to support marketing objectives are known as:

Accepted Answer

A)  service marketing communications.
B)  public administration functions.
C)  marketing public relations functions.
D)  public activity networking.
E)  marketing system functions.F) A) and B)
G) B) and E)

Exam 17: Public Relations, Publicity, and Corporate Advertising

Public relations is usually controlled by a firm or its agent.

Correct AnswerverifiedShow Answer

It is often difficult to measure the effectiveness of corporate advertising activities. Which of the following measures would be most useful in this effort?

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using MPR?

Correct AnswerverifiedShow Answer

Public relations is typically a short-term strategy, , while publicity is a concerted program extending over a period of time.

Correct AnswerverifiedShow Answer

One of the criteria for measuring the effectiveness of public relations activities is the:

Correct AnswerverifiedShow Answer

_____ include employees, stockholders, and investors of a firm as well as members of the local community, suppliers, and current customers.

Correct AnswerverifiedShow Answer

Which of the following is true of corporate advertising?

Correct AnswerverifiedShow Answer

_____ offer companies the potential for new sources of funding and so must be kept abreast of new developments in the organization.

Correct AnswerverifiedShow Answer

Public relations is limited to business management.

Correct AnswerverifiedShow Answer

An ad for Bingley Tableware proudly claims that its line of dinner plates and dishes is inspired by and similar to a popular film star's designer wedding china. The ad shows a happy bride and groom sitting at their wedding table, which is laid with Bingley china. This is an example of:

Correct AnswerverifiedShow Answer

One of the most critical external publics is the _____, which determines what a person will read in newspapers or will see on TV, and how this news will be presented.

Correct AnswerverifiedShow Answer

When a right to a public relations effort is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n) _____.

Correct AnswerverifiedShow Answer

Which of the following is used to measure the effectiveness of corporate advertising?

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of PR?

Correct AnswerverifiedShow Answer

Advocacy advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of a sponsor.

Correct AnswerverifiedShow Answer

Which of the following is one of the important reasons for the high power of publicity as a form of promotion?

Correct AnswerverifiedShow Answer

Community members and customers of a firm are considered external because the firm normally communicates with them in the ordinary routine of work.

Correct AnswerverifiedShow Answer

According to Thomas. L. Harris, public relations activities that are designed to support marketing objectives are known as:

Correct AnswerverifiedShow Answer

While considered a form of advocacy advertising, _____ may have no affiliation with a corporate or trade sponsor but may be sponsored by an organization to bring attention to what they consider to be an important cause.

Correct AnswerverifiedShow Answer

The relative cost of public relations is very high.

Correct AnswerverifiedShow Answer

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