Q&A Hero

Q: Scenario 18-1The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations.A news article on projected plant closings in Milwaukee has been going around the city. The manager of one of the Milwaukee brewing plants is approached by some of his subordinates who are concerned about retaining their jobs. He sees the need for a public relations response since his plant is not one among those that are closing. Which of the following is his objective in doing this?a. Lobbyingb. Holding a sponsored eventc. Preparing internal communications d. Creating a press release

Q: Scenario 18-1The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations.A public relations firm has designed a website for a large brewing company. It provides information on all its beverages, with a separate page for each, featuring how each was imagined, concocted, tested, and named. It offers a contest to name the new fall lager that will premiere later in the year. With this website, the company's primary objective is to:a. increase public awareness for its brands. b. increase the selling cost of its products.c. help the management anticipate public reactions. d. counteract negative publicity.

Q: Scenario 18-1The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations.A large brewing company has its public relations staff create an interactive website aimed at men and women in their 20s and early 30s. It offers interesting facts about the history of beer, the making of beer, the definition of various brewing terms, the difference between hops and malt, etc. It includes games like crossword puzzles, word jumbles, and trivia contests related to beer. The objective of such PR initiatives is to:a. counteract negative publicity about beer.b. disseminate internal information about the beer industry.c. lobby politicians for favorable outcomes for the beer industry. d. promote goodwill toward beer drinkers.

Q: In which of the following ways has the Internet helped to change the world of green marketing?a. It helps companies focus primarily on their bottom-line. b. It offers tips on creating "green sites."c. It encourages companies to engage in greenwashing practices.d. It helps green sites identify companies that are taking action to protect the environment.

Q: In the context of corporate advertising, the green movement looks sustainable for some time because:a. it helps companies focus on their bottom-line. b. companies no longer engage in greenwashing.c. environmental issues are of major concern to consumers. d. it allows companies to overpromise and underdeliver.

Q: A coffee retailer runs ads and posts signs in his coffee shops to notify that the cups are made from recyclable material, and the coffee is organically grown by free-market producers. In this case, the retailer is using _____.a. green marketingb. influencer advertising c. viral marketingd. advocacy advertising

Q: An auto marketer runs a commercial that focuses on the clean energy that its new hybrid uses. The commercial shows that the car is eco-friendly and does not pollute the environment. Which of the following is the auto marketer using?a. Cause-related advertising b. Community marketingc. Affinity marketing d. Green marketing

Q: Cause-related marketing is becoming increasingly common because:a. consumers prefer brands that support important social issues. b. it is the most cost-effective public relations tool.c. it is directly relevant to the business operations of organizations. d. it focuses on promoting the products of a brand.

Q: When marketers are considering cause-related advertising, it should be stressed that this type of advertising works best when a company: a. needs to do damage control. b. intends to increase its sales figures radically. c. chooses an issue that connects with its business. d. wants to create a buzz about an exciting new product.

Q: A publisher of children's books launches a campaign to promote literacy by donating books to 25 public libraries and 50 public schools in low-income areas across the country. The publisher is conducting:a. a sales promotion.b. advocacy advertising. c. green marketing.d. cause-related advertising.

Q: The issue featured in_____ is directly relevant to the business operations of the organization. a. cause-related advertisingb. advocacy advertising c. philanthropyd. community marketing

Q: A print ad shows an empty bottle of Coca Cola with the caption "No added preservatives. No artificial flavors. 'The Real thing' since 1886." This is an example of ____.a. viral marketingb. corporate image advertising c. cause-related advertisingd. green marketing

Q: Television is a popular choice for corporate campaigns because:a. it is free from ad clutter.b. billions of dollars are invested annually in media for corporate campaigns.c. companies need not monitor the publicity gained through television commercials. d. the creative opportunities provided by television can deliver a powerful message.

Q: Which of the following is an example of corporate advertising?a. An advertisement showing the logo of Adidas, an athlete tied to a tire, and the caption "Bring it on."b. An advertisement showing the logo of LG, the cell phone model "Chocolate Platinum," and the caption "Pure Decadence."c. An advertisement showing the brand name of Sony, a Playstation 3, and several game characters placed around the device.d. An advertisement showing the various lipsticks of a cosmetics company and the caption "Luscious Lips."

Q: The idea behind both buzz and viral marketing strategies is to:a. focus on low levels of contact between consumers.b. target a handful of carefully chosen connectors as influencers. c. use solely new digital media to create word-of-mouth buzz.d. replace peer-to-peer programs with professional influencer programs.

Q: Which of the following women would make the best connector for a company?a. A woman who is meticulous and likes to shopb. A woman who is outgoing and likes to make friends c. A woman who is imaginative and likes craft makingd. A woman who works in a library, is intelligent, and introverted

Q: Many contemporary companies are seeking connectors to assist with their public relations efforts. Connectors are people who:a. are hired by companies to spread goodwill about their brand and their products. b. are paid to go door-to-door to offer samples and product information.c. like to share new information with their large social networks.d. act as intermediaries and sell products to consumers at competitive prices.

Q: Word-of-mouth marketing is very useful for attracting attention and has been used a long time for:a. identifying vulnerabilities in a public relations audit. b. buzz building.c. publishing company newsletters. d. creating a reactive strategy.

Q: How are buzz marketing and viral marketing similar to one another?a. Both refer to efforts to stimulate word of mouth.b. Both refer to traditional advertising and promotional tools. c. Both involve face-to-face communication.d. Both focus solely on broadcast and print mediums.

Q: Peer-to-peer influencer programs have a different tone than those involving professionals in that they focus more on:a. superior product benefits and features.b. sharing advice or expertise with another consumer. c. evidence or data to back up product claims.d. something fun or provocative to talk about.

Q: Compared to other influencers, professional influencers are usually:a. paid lesser by companies to push their products.b. in need of factual data or clinical results before supporting a brand. c. more interested in something fun or provocative to talk about.d. easier to recruit for marketing efforts.

Q: Which of the following people in the community is most likely to be a professional influencer?a. A doctor who conducts medical checkups for underprivileged children free of cost b. A neighbor who likes to shop, talk about new products, and share recipesc. A hairdresser who talks about a new conditioner and offers a sampled. A teenager who tells his friends about the new bicycle he saw at the store

Q: Influencer marketing involves individuals or groups who:a. represent the larger public in their opinions on products or brands. b. support social causes or issues promoted by an organization.c. spread positive word-of-mouth to a broad population.d. are unusually impacted by branded marketing programs.

Q: A pharmaceutical company manufactures several antidepressant and anti-anxiety medications that are widely prescribed by physicians. Its executives know that among the millions of consumers using their medication, one or two adverse reactions by the media can have a very damaging effect on its reputation. In public relations, this is called____.a. a proactive situationb. the identification of vulnerabilities c. a synergistic opportunityd. influencer marketing

Q: Which of the following is an important element of a reactive public relations strategy?a. Creation of situation analysis b. Identification of vulnerabilitiesc. Clarification of program rationaled. Development of marketing objectives

Q: A clothing company that targets preteens and young teens has to respond quickly when its celebrity spokesperson, a 19-year-old pop singer, is arrested for drunk driving and cocaine possession. A few months later, its new public relations specialist reviews this situation and how it was handled. To better handle such situations in the future, she decides to:a. take control over what the media chooses to say or report.b. prepare a public relations audit and identify the company's vulnerabilities. c. disseminate positive information through in-house publications.d. deploy lobbyists to monitor legislation that can negatively impact the company.

Q: __is a component of a public relations plan that summarizes the information obtained from a public relations audit.a. Program objectivesb. Communications vehicles c. Program rationaled. Situation analysis

Q: Axel Corporation undergoes a public relations audit. Ideally, the ultimate result of this audit should be to:a. replace its reactive strategy with a proactive strategy. b. calculate the costs of its public relations efforts.c. tell the company whether it needs to hire a public relations agency from outside. d. prepare the company for both proactive and reactive strategies.

Q: Compared to a proactive strategy, a reactive strategy is more difficult for public relations staff to organize and prepare because it:a. cannot implement input suggested by the staff. b. is triggered by events that are unpredictable.c. must identify the content, rationale, and vehicles related to the overall message. d. it does not involve a public relations audit.

Q: Which of the following components of public relations includes analyses, objectives, and rationales regarding a company's programs, and the message content and vehicles that will assist in its communications?a. A public relations plan b. A public relations audit c. A publicity toold. A press release

Q: A canned soup manufacturer has prepared questionnaires for its employees and customers. The questions are about how the people view its brands, the profits it is making, current market trends for canned soup, and the employee activities of the company. Through these questionnaires, it hopes to collect positive, newsworthy information that it can use later. The company is in the process of:a. conducting a public relations audit.b. identifying vehicles for a PR communication. c. creating a company newsletter.d. researching an influencer program.

Q: Which of the following is true of a proactive public relations strategy?a. It focuses on problems to be solved.b. It emphasizes the defensive measures a company must consider. c. It focuses on identifying vulnerabilities.d. It is guided by marketing objectives.

Q: Public relations strategies can be broadly categorized as either:a. public or private.b. product-oriented or customer-oriented. c. proactive or reactive.d. internal or external.

Q: Which of the following terms refers to the free media exposure that a firm receives about its activities or brands? a. Publicity b. Interviews c. Product launch d. Sponsored events

Q: A leading sporting goods company calls a press conference to announce that the National Football League has signed a contract to endorse the company's products. By doing this, the sporting goods company ensures that: a. the national media is virtually forced to cover the story.b. its story has more credibility and an air of importance. c. journalists do an exclusive story on the firm.d. its goods become more financially beneficial to the consumer.

Q: A metropolitan newspaper prints an investigative piece on unsafe baby cribs. Overnight, the manufacturer mentioned in the article finds itself in a crisis. Which of the major PR tools should the manufacturer use in this situation?a. Lobbying elected officials b. Calling a press conferencec. Issuing a company newsletter d. Sponsoring an event

Q: Among all the public relations tools that a company might use, which of the following focuses specifically on employees?a. A press release b. A feature storyc. A company newsletter d. A sponsored event

Q: As opposed to a news release, a feature story:a. gives a single journalist exclusive rights to the information. b. is short and precise.c. gives the company no control over the content. d. can be written by an employee of the firm.

Q: An electronics company is about to launch a new line of microwaves. Its public relations team focuses on a feature story rather than a press release because the company can:a. create the feature story internally.b. be more in control with a feature story. c. make it short and precise.d. distribute it to multiple media outlets.

Q: Which of the following steps help in retaining the intended meaning and purpose of a press release?a. Distributing newsletters among employees b. Having working relationships with editors c. Conducting shareholder meetings regularlyd. Encouraging employees to write feature stories about the firm

Q: One important tactical tool is the press release. A firm can best take advantage of press coverage by:a. conducting industry events or community activities that reflect favorably on the firm. b. disseminating information and correcting misinformation within the firm.c. preparing employees for public appearances.d. having a file of information that makes for good news stories.

Q: Which of the following objectives of public relations focuses on dealing with government officials and pending legislation?a. Giving advice and counsel b. Lobbyingc. Counteracting negative publicityd. Preparing internal communications

Q: Which of the following objectives of public relations exclusively involves damage control?a. Lobbyingb. Giving advice and counselc. Counteracting negative publicity d. Promoting a product

Q: Rumors are running rampant through a company that a competitor is going to buy out the firm and fire half of its workers. To reduce the anxiety of its workforce, which of the following objectives of public relations can the company adopt?a. Participate in industry events. b. Lobby with industry groups.c. Promote its products and services. d. Prepare internal communications.

Q: Participating in community activities that reflect a firm favorably is an example of_______. a. promoting a productb. preparing internal communicationsc. promoting goodwilld. giving advice and counsel to consumers

Q: Public relations is strategically used for_____ when adversity strikes. a. internal communicationsb. damage controlc. community service d. proactive efforts

Q: Stockholders, suppliers, employees, government entities, citizen action groups, and the general public are all considered to be____in the world of public relations.a. beneficiaries b. shareholdersc. constituent groups d. partners

Q: Which of the following is true of public relations?a. It is a tool to produce more sustainable and environment-friendly products.b. It is a tool to manage goodwill, corporate communications, and damage caused by negative publicity. c. It is a process of changing the features of a product to suit customer needs.d. It is a process of transporting products to the location where consumers can buy them.

Q: The classic role of public relations is to:a. foster goodwill between a firm and its constituent groups.b. use the social media to damage the image of a rival company.c. use unpaid media to convey a message traditionally carried by paid media. d. increase the productivity of employees in a firm.

Q: The Internet has now made it possible for companies to be hypocritical about environmental issues and hide their true motives. a. True b. False

Q: A credit card company sponsors a campaign to restore the Statue of Liberty. It features the initial concept and the progress that it's making in television commercials. The company is running cause-related advertising. a. True b. False

Q: A shoe manufacturing company advertises its products in a way that focuses on how the company uses sustainable, environment-friendly materials to manufacture footwear. Its ads emphasize the company's focus on green products. This is an example of advocacy advertising. a. True b. False

Q: Advocacy advertising involves promoting the benefits of a specific brand. a. Trueb. False

Q: There are three broad types of corporate advertisingprofessional, peertopeer, and wordofmouth. a. True b. False

Q: Corporate advertising is not always targeted at the consumer. a. Trueb. False

Q: The objectives of corporate advertising include boosting employee morale and attracting new employees. a. Trueb. False

Q: Corporate advertising is gaining favor worldwide as well-known firms and established companies invest in this form of promotion. a. True b. False

Q: The intent of corporate advertising is to establish a favorable attitude toward a company as a whole, instead of focusing on the features of its products. a. True b. False

Q: The people enrolled by manufacturers to bring their brands into their conversations and share interesting or exciting information about them with their social networks are called controllers. a. True b. False

Q: Common people who have large social circles and can recommend brands to their friends and colleagues are useful in influencer marketing. a. True b. False

Q: Viral marketing involves professionals or experts promoting a brand to consumers in-person. a. Trueb. False

Q: Buzz marketing involves creating an event or experience that leads to conversations about the brand. a. Trueb. False

Q: We can think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand. a. Trueb. False

Q: Though professional influencer programs can provide valued assets for a brand builder, peer-to-peer influencer programs cannot. a. True b. False

Q: A car manufacturer offers free car rides for a week to popular bloggers, who then blog about their positive experiences about their car rides. This is an example of influencer marketing. a. True b. False

Q: The Baltonian beef industry is rocked by reports of its herds suffering from mad cow disease. To deal with this issue, the industry should adopt a proactive public relations strategy. a. True b. False

Q: A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity. a. True b. False

Q: The section of the public relations plan that specifies precisely what means will be used to implement the plan is the program rationale. a. True b. False

Q: The focal point of public relations objectives is sales and profits. a. Trueb. False

Q: A public relations audit is conducted after a public relations plan is formulated. a. Trueb. False

Q: A company allows its workers to take off on one afternoon, every month, to volunteer at a nonprofit organization of their choice. The company sends out a press release that explains this program to the media. This is an example of a reactive public relations strategy. a. True b. False

Q: Publicity is essentially paid media exposure about a firm's activities. a. True b. False

Q: Publicity, unlike other forms of public relations, can easily be strategically controlled. a. Trueb. False

Q: Press conferences can be strong public relations tools because they lend an air of credibility by using a news format to present information. a. True b. False

Q: Newsletters can be distributed to important constituents in a community, such as government officials or the chamber of commerce. a. True b. False

Q: A feature story allows a firm to write an exclusive story about the company in a newspaper or any other medium. a. Trueb. False

Q: Press releases are preferred over other tools of public relations because it prevents journalists from editing the news release. a. True b. False

Q: Promoting a product or service using press releases or events is a public relations tactic to increase public awareness of a brand. a. True b. False

Q: Negative publicity stems from external forces outside a firm's control and not from a company's internal activities or decisions. a. Trueb. False

Q: The major difference between public relations and advertising is that public relations cannot be used as a part of IBP campaigns. a. Trueb. False