Question 1

The primary media used for corporate advertising are trade journals.

Accepted Answer

A) True 
 B)False

Question 2

The goal of community involvement is to develop a crisis management plan that incorporates all shareholders.

Accepted Answer

A) True 
 B)False

Question 3

Venue marketing has had little influence on sports marketing because most professional sports teams prefer to retain ownership of their stadiums.

Accepted Answer

A) True 
 B)False

Question 4

Which type of sponsorship is most common in North America?

Accepted Answer

A)   annual events
B)   entertainment
C)   causes
D)   sports
E)   artsF) A) and B)
G) B) and D)

Question 5

Why would a company use public relations advertising?

Accepted Answer

To direct a controlled public relations ...

Question 6

_____ is a long-term strategic process to managing the standing of the firm with various publics.

Accepted Answer

A)   Integrated marketing communications
B)   Marketing public relations
C)   Opinion sampling
D)   Reputation management
E)   PositioningF) A) and B)
G) B) and D)

Question 7

Explain how public relations works with the marketing mix.

Accepted Answer

Public relations is the management funct...

Question 8

What is the function of marketing public relations (MPR)?

Accepted Answer

MPR is defined as the use of public rela...

Question 9

A company website that provides public relations and investor information about the company is known as a(n)

Accepted Answer

A)   blog.
B)   e-zine.
C)   intranet.
D)   online newsroom.
E)   social media posts.F) B) and C)
G) B) and E)

Question 10

If a company is interested in sponsorship,what two options does it have?

Accepted Answer

Companies interested in sponso...

Question 11

How do companies benefit from sponsorships?

Accepted Answer

A)   There is little clutter associated with co-sponsorships.
B)   Sole sponsorships are inexpensive.
C)   It is relatively easy to gauge the effectiveness of a sponsorship.
D)   Sponsorship effects are easily separated from the effects of promotions.
E)   Sponsorships can rapidly convert fan loyalty into sales.F) A) and B)
G) B) and D)

Question 12

What are the various forms of advertising that may be included in corporate advertising?

Accepted Answer

Corporate advertising covers t...

Question 13

What is the first function performed by a public relations professional?

Accepted Answer

A)   develop a crisis-management plan
B)   develop press releases for all conceivable events
C)   differentiate the company from others in the industry
D)   plan and execute the company's public relations program
E)   convince the organization's publics of the company's valueF) B) and D)
G) A) and D)

Question 14

Karen Pryor Clicker Training sends out a regular newsletter that has tips on dog training,promoting a dog training business,news,and essays.Which of the following best describes the publication?

Accepted Answer

A)   promotional announcement
B)   corporate blog
C)   media bulletin
D)   feature article
E)   house organF) All of the above
G) A) and B)

Question 15

When CenturyLink acquired Qwest,the company ran a series of ads stating "Qwest is now CenturyLink." This is an example of corporate identity advertising.

Accepted Answer

A) True 
 B)False

Question 16

_____ advertising is used to communicate a company's views on issues that affect society or business.

Accepted Answer

A)   Advocacy
B)   Social
C)   Philanthropic
D)   Environmental
E)   CauseF) A) and E)
G) A) and C)

Question 17

Which of the following is not one of the primary goals of public relations?

Accepted Answer

A)   maintaining a positive reputation
B)   building goodwill with publics
C)   integrating sales promotions
D)   improving public opinion
E)   responding to inquiriesF) B) and D)
G) A) and B)

Question 18

When Netflix instituted price increases and tried to pitch them as a benefit,consumers saw through the line and the press provided the company with plenty of _____,though most of it was around the unplanned message that Netflix was trying to dupe customers as it raised prices.

Accepted Answer

A)   public announcements
B)   proactive news management
C)   reactive news management
D)   publicity
E)   communications distributionF) B) and D)
G) B) and E)

Question 19

Which term refers to the management function that focuses on the communications that organizations have with other groups for the purpose of creating mutual goodwill?

Accepted Answer

A)   human resources management
B)   image management
C)   public relations
D)   corporate identity advertising
E)   relationship managementF) A) and C)
G) A) and B)

Question 20

Public relations departments often produce video new releases (VNRs)to highlight corporate news and then provide them free to TV stations,which may air them without disclosing where they came from.

Accepted Answer

A) True 
 B)False

Exam 16: IMC: Public Relations, Sponsorship, and Corporate Advertising

When CenturyLink acquired Qwest,the company ran a series of ads stating "Qwest is now CenturyLink." This is an example of corporate identity advertising.

Correct AnswerverifiedShow Answer

Which of the following is not one of the primary goals of public relations?

Correct AnswerverifiedShow Answer

Explain how public relations works with the marketing mix.

Correct AnswerverifiedPublic relations is the management funct...View AnswerShow Answer

The primary media used for corporate advertising are trade journals.

Correct AnswerverifiedShow Answer

Karen Pryor Clicker Training sends out a regular newsletter that has tips on dog training,promoting a dog training business,news,and essays.Which of the following best describes the publication?

Correct AnswerverifiedShow Answer

_____ is a long-term strategic process to managing the standing of the firm with various publics.

Correct AnswerverifiedShow Answer

What is the first function performed by a public relations professional?

Correct AnswerverifiedShow Answer

Public relations departments often produce video new releases (VNRs)to highlight corporate news and then provide them free to TV stations,which may air them without disclosing where they came from.

Correct AnswerverifiedShow Answer

How do companies benefit from sponsorships?

Correct AnswerverifiedShow Answer

Why would a company use public relations advertising?

Correct AnswerverifiedTo direct a controlled public relations ...View AnswerShow Answer

If a company is interested in sponsorship,what two options does it have?

Correct AnswerverifiedCompanies interested in sponso...View AnswerShow Answer

A company website that provides public relations and investor information about the company is known as a(n)

Correct AnswerverifiedShow Answer

What is the function of marketing public relations (MPR)?

Correct AnswerverifiedMPR is defined as the use of public rela...View AnswerShow Answer

The goal of community involvement is to develop a crisis management plan that incorporates all shareholders.

Correct AnswerverifiedShow Answer

_____ advertising is used to communicate a company's views on issues that affect society or business.

Correct AnswerverifiedShow Answer

What are the various forms of advertising that may be included in corporate advertising?

Correct AnswerverifiedCorporate advertising covers t...View AnswerShow Answer

Which term refers to the management function that focuses on the communications that organizations have with other groups for the purpose of creating mutual goodwill?

Correct AnswerverifiedShow Answer

Which type of sponsorship is most common in North America?

Correct AnswerverifiedShow Answer

Venue marketing has had little influence on sports marketing because most professional sports teams prefer to retain ownership of their stadiums.

Correct AnswerverifiedShow Answer

When Netflix instituted price increases and tried to pitch them as a benefit,consumers saw through the line and the press provided the company with plenty of _____,though most of it was around the unplanned message that Netflix was trying to dupe customers as it raised prices.

Correct AnswerverifiedShow Answer

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Public relations is the management funct...
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To direct a controlled public relations ...
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Companies interested in sponso...
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MPR is defined as the use of public rela...
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Corporate advertising covers t...
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