Chapter 17 – Public Relations, Publicity, and Corporate Advertising
1. (p. 572) Publicity, public relations, and corporate advertising all are integral parts of the
overall promotional effort.
2. (p. 573) Public relations is limited to business management.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
3. (p. 573) The new role of public relations (PR) is more marketing – oriented when compared to
its traditional role.
4. (p. 574) Ads themselves can be the focus of publicity.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
5. (p. 576) One main advantage of marketing public relations is that media time and space are
guaranteed.
6. (p. 576) One of the main reasons why firms are so concerned about public attitudes is that
these attitudes may affect the sales of the firm’s products.
7. (p. 577) Public relations process is an ongoing process.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
8. (p. 579) People who live and work in the community where a firm is located are often the
target of public relations efforts.
9. (p. 579) Public relations efforts are often targeted to more than one group of individuals.
10. (p. 580) To be used by the press, information must be of interest to the medium as well as to
its audience.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
11. (p. 582) The fact that the media are not being compensated for providing the information
makes it a credible source amongst the public.
12. (p. 582) The relative costs of public relations is very high.
13. (p. 582) Public relations messages are not subject to the clutter of ads.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
14. (p. 583) One major disadvantage of public relations is the potential for not completing the
communications process.
15. (p. 586) Public relations is a part of publicity efforts.
16. (p. 586) Publicity is a short-term strategy.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
17. (p. 586) Public relations is usually controlled by the firm or its agent.
18. (p. 586) Public relations is designed to provide only positive information about the firm.
19. (p. 586) Public relations is always positive while publicity is always negative.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
20. (p. 586) In most organizations, publicity forms a part of the public relations department.
21. (p. 586) Publicity is usually perceived as being sponsored by the company.
22. (p. 586) Publicity information may be perceived as endorsed by the medium in which it
appears.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
23. (p. 589) Corporate advertising does not promote any one specific product or service.
24. (p. 589) Corporate advertising is designed to promote the main product or service of a
company.
25. (p. 589) Consumers, generally, do not seem very interested in corporate advertising.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
26. (p. 589) Corporate ads are not as easy to write when compared to the other general product
ads.
27. (p. 590) Corporate ads are often intangible.
28. (p. 590) This thing called ‘image’ is unidimensional.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
29. (p. 573) Which of the following statements is true about public relations?
30. (p. 573) In the traditional perspective, public relations is viewed as a(n) _____ function
whose primary responsibility is to maintain mutually beneficial relationships between the
organization and its publics.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
31. (p. 573) _____ is the management function that evaluates public attitudes, identifies the
policies and procedures of an organization with the public interest, and executes a program of
action to earn public understanding and acceptance.
32. (p. 573) The new role of public relations is one characterized by:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
33. (p. 574) Public relations activities that are designed to support marketing objectives are
known as:
34. (p. 574) Marketing objectives that may be aided by _____ activities include raising
awareness, informing and educating, gaining understanding, building trust, giving consumers
a reason to buy, and motivating consumer acceptance.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
35. (p. 576) Which of the following statements describes an advantage derived from the use of
marketing public relations (MPR)?
36. (p. 576) Miller & Sons Inc. has revived the dying art of stone masonry. Roy Miller and his
two sons are all European trained artisans who would like to work on repairing of old
stonework on churches and buildings constructed before 1940. The business is not thriving
even though the company has been featured in news articles in several regional magazines
and newspapers for its help in restoring old cemeteries and as a potentially important new
business. What should the company do?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
37. (p. 578) In public relations targeting, external audiences include:
38. (p. 578) Which of the following is considered an internal audience for a public relations
activity?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
39. (p. 578) Which of the following is considered an external audience for a public relations
activity?
40. (p. 579) Organizational newsletters, notices on bulletin boards, awards ceremonies and
events, direct mail, and annual reports are some of the methods used to communicate with:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
41. (p. 579) One of the most critical external publics is the ____, which determine what you will
read in your newspapers or see on TV, and how this news will be presented.
42. (p. 579) Which of the following groups would most likely be the target of public relations
efforts designed to increase communications with external audiences?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
43. (p. 580) Companies that support lobbying efforts:
44. (p. 580) When the Financial Times published an article about The Mills Corporation
building, a multi-leisure complex in Madrid, Spain, the company supplied the written
information. The author of the articles needed to write knowledgeably about a complex that
will offer a blend of entertainment, retailing, lodging and offices. In fact, this information was
made available to several different European and U.S. newspapers. Which public relations
tool was employed?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
45. (p. 581) Unilever is the world’s largest manufacturer of ice cream. When the Anglo-Dutch
company decided to invest in retailing ice cream, it gathered news representatives from the
major newspapers to a meeting in which the company unveiled its prototype ice-cream van
and showed pictures of ice-cream kiosks that it was setting up on the world’s beaches. Which
public relations tool was employed?
46. (p. 581) When a right to a public relations effort (such as a particular story) is offered to one
particular medium since the medium reaches a substantial number of people in the target
audience, it is known as a(n) ____.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
47. (p. 581) For areas of the United States that have experienced lengthy periods of time without
utilities due to some act of nature, Budweiser packages water in black and white cans and
gives it to people who are without water. Which public relations tool was employed?
48. (p. 581) Organizations can use the Internet as a means of disseminating their public relations
information. How does the way the Internet is used differ from how other traditional media is
used?