Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising
Chapter 17
IMC: Public Relations, Sponsorship, and Corporate Advertising
True / False Questions
1. (p. 437) The term public relations is widely misunderstood and misused.
2. (p. 437) Public relations efforts may rally public support, obtain public understanding, or
simply respond to inquiries.
Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising
7. (p. 439) An article about how fashion retailer Vanity Stores has launched a text messaging-
based sweepstakes to promote singer and actress Mandy Moore’s new album is an example of
publicity.
8. (p. 440) Most public relations people engage in press agentry.
9. (p. 441) The goal of community involvement is to create a positive corporate image.
17–17
46. (p. 437) _____ is the promotional function that focuses on the relationships and
communications those individuals and organizations have with other groups.
47. (p. 437) Call in Europe, a new international phone company, threw a party at a New York
nightclub. It drew 70 reporters from outlets like Financial Times, the New York Times, ABC
News and PC magazine. The telecom hoped to garner press for its 39-cent-per-minute rate for
calls from France to the U.S. So it plied its guests with drinks and hors d’oeuvre. Each
reporter was handed a Motorola MotoFone and SIM card. What did it get for the $50,000 it
paid for this shindig? Not a single column inch of copy. And fewer than 10 percent of the
reporters activated the free cell-phone service by the January 31 deadline. In this case the
_____ activity did not produce the desired results.
