Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 3 Public Relations
1) Which IMC tool helps an organization and its publics relate to each other to the benefit of
both?
A) advertising
B) personal selling
C) publicity
D) sales promotion
E) public relations
2) All the groups of people with which a company or organization interacts—such as employees,
media, community groups, stockholders, and so forth—are known as ________.
A) targets
B) publics
C) audiences
D) shareholders
E) contact points
3) Another term for publics is ________, which refers more specifically to people who have an
interest, financial or not, in a company or organization.
A) targets
B) stakeholders
C) audience
D) shareholders
E) contact points
4) Which of the following is NOT a media gatekeeper?
A) newscaster
B) newspaper editor
C) newspaper writer
D) talk-show coordinator
E) public relations writer
5) Which of the following is the term that describes what a group of people who share a common
interest think about a particular issue?
A) public opinion
B) public relations
C) publicity
D) brainstorm
E) reputation
6) Important people who influence the opinions of others are known as ________.
A) gatekeepers
B) trend spotters
C) opinion leaders
D) third-party endorsers
E) benchmarks
7) According to the text, what is the greatest asset an organization can have?
A) capital
B) public goodwill
C) corporate history
D) technology
E) equity
8) The trust on which goodwill is based comes from ________.
A) popular products
B) offering many products
C) what a company says about what it does
D) corporate integrity
E) what the government says about what a company does
9) Which of the following is a core value of conduct spelled out in the Public Relations Society
of America’s Code of Ethics?
A) perception
B) fairness
C) competition
D) image
E) media control
10) ________ is a perception based on messages delivered by advertising and other marketing
communication tools, whereas ________ is based on an organization’s actual behavior.
A) Goodwill; integrity
B) Integrity; image
C) Image; reputation
D) Reputation; image
E) Equity; reputation
11) Which of the following is an area in which public relations and advertising differ?
A) Only advertising contributes significantly to brand perceptions.
B) Only advertising aims at selected targets.
C) Advertising has greater perceived credibility.
D) Public relations has greater perceived credibility.
E) Only public relations aims at selected targets.
12) Which of the following statements about public relations is FALSE?
A) Public relations is used to generate goodwill for an organization.
B) Public relations is practiced by a wide range of organizations.
C) On one level, public relations is a tactical function.
D) Publicity and public relations are synonymous terms.
E) A corporation’s publics may be external and internal.
13) Which of the following statements regarding advertising and public relations is TRUE?
A) Public relations and advertising differ in how they use the media.
B) The public tends to trust advertising more than public relations.
C) Public relations strategists have little trouble getting exposure through media.
D) Consumers do not perceive public relations information and advertising information as the
same.
E) The main goal of public relations is sales.
14) Which aspect of public relations most likely carries no direct media costs?
A) corporate advertising
B) crisis management
C) publicity
D) brand journalism
E) cause marketing
15) The tendency of consumers to trust the media more than they do advertisers is called the
________.
A) implied third-party endorsement factor
B) halo effect
C) gatekeeping effect
D) indirect endorsement effect
E) carryover effect
16) The rising popularity of blogging has paved the way for new careers that combine ________.
A) public relations and consumer relations
B) direct marketing and public relations
C) public relations and journalism
D) direct marketing and advertising
E) direct marketing and journalism
17) Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what
term below best describes Marty?
A) brand advocate
B) influencer
C) decision maker
D) stakeholder
E) opinion leader
18) Ralph Nader has been an outspoken consumer activist for many years, and several
organizations target him and his organizations to influence public opinion. In terms of public
relations, Mr. Nader is considered a(n) ________.
A) opinion leader
B) advocacy advertiser
C) brand journalist
D) third-party endorser
E) philanthropist
19) Akou works behind the scenes at Chicago’s most popular radio talk show, scheduling
newsworthy guests to appear on air. In this role, Akou is a(n) ________.
A) opinion leader
B) advocacy advertiser
C) gatekeeper
D) third-party endorser
E) philanthropist
20) The Atlanta Journal-Constitution received a press release announcing a new Apple Store
opening in the area. Soon after, the newspaper ran an article on the store’s grand opening, with a
photo of the long lines of eager customers waiting for the store to open on its first day. In this
scenario, the Atlanta Journal Constitution functioned as a(n) ________.
A) opinion leader
B) advocacy advertiser
C) publicist
D) implied third-party endorser
E) philanthropist
21) A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at
fairgrounds across the country. As part of this project, each restroom was to provide fairgoers
with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium
toilet tissue. Newspaper articles about the company’s role in making restrooms inviting are an
example of ________.
A) corporate advertising
B) cause marketing
C) issue management
D) publicity
E) sponsorship
22) Which of the following best explains why public relations and advertising need to find
common ground and integrate their efforts?
A) Companies can no longer afford to support both departments.
B) The time and costs associated with public relations can be prohibitive.
C) Public relations specialists lack the skills necessary to create productive campaigns.
D) Brand messages from public relations and advertising need to complement each other to
create a consistent brand image.
E) The FTC has established laws that make advertising more and more difficult.
23) The area of public relations that focuses on developing media contacts is called ________.
A) internal marketing
B) media relations
C) public affairs
D) cause marketing
E) lobbying
24) Programs that communicate information to employees are called ________.
A) media relations
B) public affairs
C) cause marketing
D) employee marketing
E) employee relations
25) Communication efforts aimed at informing employees about marketing programs and
encouraging their support are known as ________.
A) media relations
B) public affairs
C) cause marketing
D) employee marketing
E) internal marketing
26) All the communication efforts aimed at the financial community are referred to as ________.
A) financial relations
B) media relations
C) external relations
D) financial marketing
E) finance public relations
27) Corporate communication programs targeted to the government and the public on issues
related to government and regulation are called ________.
A) media relations
B) external public relations
C) cause marketing
D) public affairs
E) corporate relations
28) Companies that provide information to legislators in order to get their support and vote on a
particular bill are most likely using ________.
A) bribery
B) lobbying
C) corporate relations
D) gatekeeping
E) cause marketing
29) Which of the following is a way that a company can demonstrate its social responsibility by
providing financial support to a good cause?
A) recruitment
B) lobbying
C) cause marketing
D) marketing public relations
E) issue management
30) The public relations function of proactively managing concerns to prevent escalation to a
crisis is known as ________.
A) media relations
B) corporate relations
C) issue management
D) cause marketing
E) issue marketing
31) Which of the following is another term for fund-raising?
A) cause marketing
B) public service marketing
C) strategic philanthropy
D) issue management
E) social responsibility
32) Which public relations function focuses on an organization’s image and reputation?
A) corporate relations
B) employee relations
C) public affairs
D) crisis management
E) media relations
33) Which corporate relations program has the overriding goal of strengthening the trust that
stakeholders have in an organization?
A) image management
B) crisis management
C) media relations
D) reputation management
E) public affairs
34) Which type of public relations program anticipates the possibility of a disaster and plans how
to deal with bad news and all the affected publics?
A) corporate reputation management
B) crisis management
C) public affairs
D) cause marketing
E) issue management
35) Which of the following is NOT part of a crisis management plan?
A) deciding who contacts the various stakeholders who might be affected
B) deciding who speaks to the news media
C) deciding who sets up an onsite disaster management center
D) deciding who covers up events leading to the crisis
E) analyzing the potential for an emerging crisis
36) The overlapping field of advertising and public relations that focuses on building
relationships with people who buy products is called ________.
A) marketing public relations
B) consumer relations
C) reputation management
D) public affairs
E) issue management
37) Which of the following types of programs is used to discourage socially harmful behaviors?
A) marketing public relations
B) crisis management
C) public communication campaigns
D) public affairs
E) issue management
38) Which of the following is most directly focused on companies working to create positive
perceptions through efforts to do good works?
A) media relations
B) reputation management
C) crisis management
D) corporate social responsibility
E) issue management
39) Ian works in the public relations function in his company. When he wants exposure for some
aspect of his company, he contacts people he knows, such as Lisa, a reporter for the local
newspaper, or Anthony, Melissa, and Stephanie at the local television stations. Ian has worked
hard to develop these media contacts. In public relations, this relationship management is known
as ________.
A) external relations
B) media relations
C) public affairs
D) corporate relations
E) reputation management
40) Melanie works in the public relations department at a major university. She is the editor of an
internal newspaper, called Update, that is distributed to all faculty and staff working at the
university. The newspaper covers stories about what faculty are doing, grants and awards won by
employees, and important information regarding human resource issues. What type of public
relations program does this illustrate?
A) issue management
B) corporate relations
C) internal relations
D) employee relations
E) house communications
41) Sandra works for the local chapter of the Humane Society, a non-profit organization
dedicated to protecting animals. Sandra has worked to identify area residents who are likely to
donate to the Humane Society. She will invite all of these potential donors to a fun family day
event that she is organizing at the Humane Society. Sandra is involved in ________.
A) issue management
B) recruitment
C) fund-raising
D) crisis management
E) internal marketing
42) P&G is a major consumer packaged goods manufacturer that for years has supported the
Special Olympics. P&G features the athletes in several of its advertisements and provides
assistance and financial support for the event. P&G’s employees assist in the Special Olympics
every year. What type of relationship management program is this?
A) public affairs
B) corporate relations
C) media relations
D) employee relations
E) cause marketing
43) Immediately following this individual’s claim of finding a fingertip in her chili, which public
relations program was most valuable to Wendy’s?
A) corporate reputation management
B) crisis management
C) cause marketing
D) public communication campaigns
E) public service announcements
44) After the culprit was discovered, which public relations program was most relevant to
Wendy’s?
A) public affairs
B) cause marketing
C) reputation management
D) internal marketing
E) financial relations
45) The local Wendy’s franchise is a good corporate citizen, and the owners of that particular
franchise had fostered relationships with local media contacts. What type of relationship
management program focuses on developing media contacts?
A) public affairs
B) issue management
C) corporate relations
D) media relations
E) town hall forums
46) To help rebuild Wendy’s reputation, the corporate office encouraged franchisees to support
local organizations in their communities, such as charities and schools. This practice is most
likely known as ________.
A) public affairs
B) marketing public relations
C) cause marketing
D) fund-raising
E) development
47) The parts of a strategic plan for public relations are ________.
A) research, promotion, integration, and evaluation
B) research, promotion, implementation, and evaluation
C) research, planning, implementation, and evaluation
D) reporting, planning, integration, and evaluation
E) reporting, promotion, implementation, and evaluation
48) Which of the following is NOT a marketing communication tool used in public relations?
A) sales promotion
B) advertising
C) the internet
D) direct marketing
E) personal sales
49) Public relations tools are divided into which three categories?
A) internal, external, and paid
B) marketing, corporate, and government
C) controlled, uncontrolled, and independent media
D) paid, owned, and earned media
E) corporate, house, and collateral
50) ________ includes house ads, public service announcements, corporate advertising, in-house
publications, and visual presentations.
A) Internal media
B) External media
C) Paid media
D) Owned media
E) Earned media
51) Sponsored events are an example of ________.
A) internal media
B) external media
C) paid media
D) owned media
E) earned media
52) A brand’s social media channels are categorized as ________ media.
A) internal
B) external
C) paid
D) owned
E) earned
53) Which of the following is the most credible media?
A) corporate
B) social
C) paid
D) owned
E) earned
54) A company would be likely to hire eWatch to ________.
A) create online advertisements
B) evaluate the effectiveness of social media public relations efforts
C) monitor the internet to collect information about what is being said about its brands
D) determine the optimum channels for online advertisements
E) predict the return on investment of public relations plans
55) An ad prepared for use in a company’s own publication or programming is known as a(n)
________ ad.
A) house
B) corporate
C) service
D) company
E) advocacy
56) Ads for charitable and civic organizations that run free of charge on television or radio or in
print media are known as ________.
A) house ads
B) public service announcements
C) cause marketing
D) advocacy ads
E) feature ads
57) In which type of advertising does a company focus on its organizational image or viewpoint
rather than on selling a particular product?
A) house ads
B) public service announcements
C) cause marketing
D) nonprofit advertising
E) corporate advertising
58) A type of advertising that firms use to enhance or maintain their reputation among specific
audiences or to establish a level of awareness of the company’s name and the nature of its
business is called ________.
A) corporate identity advertising
B) advocacy advertising
C) cause marketing
D) house advertising
E) controlled advertising
59) Point-of-view messages are called ________.
A) corporate identity advertising
B) advocacy advertising
C) image advertising
D) house advertising
E) cause marketing
60) Which of the following is the LEAST likely way to generate publicity?
A) news releases
B) press conferences
C) media tours
D) personal contact with members of the media
E) internal marketing
61) What is the primary medium used to deliver public relations messages to the various external
media?
A) house ads
B) advocacy ads
C) corporate identity ads
D) news releases
E) public service announcements
62) Which category of public relations tools includes news releases?
A) advocacy
B) corporate
C) paid
D) earned
E) owned
63) The decision to use any part of a news release at all is based on an editor’s judgment of its
news value, which is based on the information’s ________.
A) timeliness
B) proximity
C) impact
D) human interest
E) all of the above
64) ________ contain video footage for a television newscast.
A) Video news releases
B) Video public relations
C) Live news releases
D) Public service announcements
E) Documercials
65) What is used to sell editors on ideas for feature stories, which are human-interest stories
rather than hard news?
A) personal selling
B) release statement
C) pitch letter
D) feature summary
E) media kit
66) Which of the following is a component of an effective news release?
A) It includes at least one attachment for reference.
B) It is written in the 5W format of traditional journalism.
C) It is at least 1,000 words.
D) It is sent to multiple recipients, all listed in the “To” line.
E) It has a subject line that asks a question.
67) A(n) ________ is a single event at which a company spokesperson makes a statement to
media representatives.
A) media tour
B) press conference
C) sponsored event
D) annual report
E) speaker’s bureau
68) What do companies provide to the media, either before or after a press conference, that
contains important background information?
A) media kit
B) collateral material
C) video news release
D) pitch letter
E) feature story