Question 1

Festivals are a worthwhile sponsorship investment because they

Accepted Answer

A)   are usually televised
B)   receive a higher level of media coverage
C)   have a lower CPM
D)   reach a youth audience
E)   reach a cross-section of adult target audiencesF) B) and E)
G) A) and B)

Question 2

Community relations are an important tool for communicating

Accepted Answer

A)   corporate social responsibility
B)   new product launches
C)   discoveries
D)   policy decisions of government
E)   profit resultsF) B) and C)
G) A) and E)

Question 3

Aside from press releases and press conferences,the PR arsenal for plan execution includes

Accepted Answer

A)   a situation analysis
B)   aligning with advertising objectives
C)   reputation management
D)   content analysis
E)   annual reportsF) A) and B)
G) C) and E)

Question 4

The gathering of news reporters to witness the release of important information about a company or product is a

Accepted Answer

A)   feature story
B)   press release
C)   press kit
D)   video news release
E)   press conferenceF) A) and D)
G) All of the above

Question 5

How can public relations aid in a not-for-profit organization's fundraising efforts?

Accepted Answer

Some people perceive the organization to...

Question 6

Public relations is often perceived negatively by the consumer-it is associated with terms such as "propaganda" and

Accepted Answer

A)   spin
B)   spam
C)   buzz
D)   false advertising
E)   untrustworthyF) B) and D)
G) None of the above

Question 7

Public relations must be sensitive to two different publics.Name and describe these audiences.

Accepted Answer

Internal publics are those with whom an ...

Question 8

What is a borrowed-interest strategy? Give an example.

Accepted Answer

A company may employ a borrowed-interest...

Question 9

Preteens and teens are difficult to reach through conventional media but can be reached effectively through sponsorship of rock concerts and music tours.

Accepted Answer

A) True 
 B)False

Question 10

What role can public relations play for a company facing a crisis?

Accepted Answer

Public relations is a vital form of comm...

Question 11

Toyota faced this type of situation when it had to recall over four million vehicles in North America because of sticky gas pedals.

Accepted Answer

A)   publicity
B)   product placement
C)   reputation management
D)   advocacy advertising
E)   public affairsF) A) and B)
G) B) and D)

Question 12

The role of public relations falls into six key areas,one of which is

Accepted Answer

A)   communicating product features
B)   facilitating direct response
C)   motivating purchase
D)   increasing sales
E)   community relations buildingF) B) and C)
G) A) and B)

Question 13

As a means of personalizing a corporation,corporate blogs are written by

Accepted Answer

A)   journalists
B)   industry associations
C)   celebrities
D)   lobbyists
E)   CEOs of large corporationsF) B) and D)
G) B) and C)

Question 14

This type of marketing focuses on giving target market customers a brand-relevant experience that adds value to their lives:

Accepted Answer

A)   buzz marketing
B)   public relations
C)   event marketing
D)   experiential marketing
E)   word-of-mouthF) A) and D)
G) C) and D)

Question 15

A form of paid communication that undertakes the task of enhancing a company's image and creating goodwill toward a company is

Accepted Answer

A)   advocacy advertising
B)   publicity
C)   seeding
D)   corporate advertising
E)   reputation managementF) D) and E)
G) None of the above

Question 16

In a survey,what percent of respondents recalled seeing the Coca - Cola brand in the TV show American Idol?

Accepted Answer

A)   39%
B)   64%
C)   50%
D)   3%
E)   25%F) B) and E)
G) B) and D)

Question 17

What separates cultural events from sports and entertainment events is

Accepted Answer

A)   the number of sponsors
B)   audience size
C)   the location
D)   publicity
E)   goodwillF) B) and E)
G) B) and C)

Question 18

Compare public relations objectives to advertising objectives.

Accepted Answer

When a product is being launched,both pu...

Question 19

The industry benchmark for publicity generated for every dollar spent on sports sponsorship is currently

Accepted Answer

A)   6:1
B)   2:1
C)   5:1
D)   3:1
E)   4:1F) A) and E)
G) B) and C)

Question 20

A good public relations plan involves open honest communications with

Accepted Answer

A)   only the media
B)   current customers only
C)   shareholders and employees only
D)   both external and internal publics
E)   customers, shareholders and employees onlyF) A) and B)
G) D) and E)

Exam 14: Public Relations and Experiential Marketing

What is a borrowed-interest strategy? Give an example.

Correct AnswerverifiedA company may employ a borrowed-interest...View AnswerShow Answer

The gathering of news reporters to witness the release of important information about a company or product is a

Correct AnswerverifiedShow Answer

In a survey,what percent of respondents recalled seeing the Coca - Cola brand in the TV show American Idol?

Correct AnswerverifiedShow Answer

How can public relations aid in a not-for-profit organization's fundraising efforts?

Correct AnswerverifiedSome people perceive the organization to...View AnswerShow Answer

Public relations is often perceived negatively by the consumer-it is associated with terms such as "propaganda" and

Correct AnswerverifiedShow Answer

Public relations must be sensitive to two different publics.Name and describe these audiences.

Correct AnswerverifiedInternal publics are those with whom an ...View AnswerShow Answer

Aside from press releases and press conferences,the PR arsenal for plan execution includes

Correct AnswerverifiedShow Answer

What role can public relations play for a company facing a crisis?

Correct AnswerverifiedPublic relations is a vital form of comm...View AnswerShow Answer

What separates cultural events from sports and entertainment events is

Correct AnswerverifiedShow Answer

Festivals are a worthwhile sponsorship investment because they

Correct AnswerverifiedShow Answer

The role of public relations falls into six key areas,one of which is

Correct AnswerverifiedShow Answer

A form of paid communication that undertakes the task of enhancing a company's image and creating goodwill toward a company is

Correct AnswerverifiedShow Answer

The industry benchmark for publicity generated for every dollar spent on sports sponsorship is currently

Correct AnswerverifiedShow Answer

As a means of personalizing a corporation,corporate blogs are written by

Correct AnswerverifiedShow Answer

Community relations are an important tool for communicating

Correct AnswerverifiedShow Answer

Preteens and teens are difficult to reach through conventional media but can be reached effectively through sponsorship of rock concerts and music tours.

Correct AnswerverifiedShow Answer

Compare public relations objectives to advertising objectives.

Correct AnswerverifiedWhen a product is being launched,both pu...View AnswerShow Answer

Toyota faced this type of situation when it had to recall over four million vehicles in North America because of sticky gas pedals.

Correct AnswerverifiedShow Answer

A good public relations plan involves open honest communications with

Correct AnswerverifiedShow Answer

This type of marketing focuses on giving target market customers a brand-relevant experience that adds value to their lives:

Correct AnswerverifiedShow Answer

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A company may employ a borrowed-interest...
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Some people perceive the organization to...
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Internal publics are those with whom an ...
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Public relations is a vital form of comm...
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When a product is being launched,both pu...
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