Chapter 17 – Public Relations, Publicity, and Corporate Advertising
49. (p. 582) Because public relations communications are typically perceived as ____, they are
not subject to the problems with clutter that are common to other forms of promotional
communication.
50. (p. 583) Which of the following statements is true about public relations?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
51. (p. 583) Which of the following is an advantage associated with public relations?
52. (p. 584) Criteria for measuring the effectiveness of public relations activities include:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
53. (p. 584) Measuring the effectiveness of PR activities provides which of the following
advantages?
54. (p. 584) Which of the following is a method for measuring the effectiveness of public
relations activities?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
55. (p. 584) _____ refers to the generation of news about a person, product, or service that
appears in broadcast or print media.
56. (p. 586) Which of the following statements about publicity and public relations is true?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
57. (p. 586) An article in the Financial Times about Iressa, a new lung cancer drug made by
AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article
described how the drug had been linked with 174 deaths in eight months and 300 cases of
serious side effects. This is an example of:
58. (p. 586) Unlike other forms of promotions, _____ is not usually perceived as being
sponsored by the company, especially in negative instances.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
59. (p. 586) Which of the following is one of the important reasons for the high power of
publicity as a form of promotion?
60. (p. 586) Why is publicity considered by many marketers to be the strongest form of
marketing communications?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
61. (p. 586) Which of the following communications methods is potentially the most powerful?
62. (p. 586) Why is publicity viewed as being so much more important than advertising, sales
promotion, or other forms of public relations?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
63. (p. 587) There are some who believe Beanie Babies, Ninja Turtles, and other high-selling
products were the beneficiaries of staged events in which buyers were paid to stand in line in
attempts to purchase the products. If this is true, what strategy were these companies
employing?
64. (p. 587) _____ is a publicity piece produced by publicists so that stations can air it as a news
story.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
65. (p. 587) Star News ran a two-minute story on “phishing” scams. The news report featured
testimony from Jessica, a phishing victim, and a computer security expert from Trend Micro
Software. In no uncertain terms, the report recommended PC-Cilin, a $50 Internet security
program from Trend Micro, as “a first line of defense” against phishing scams. However, it
was later known that the report was funded by Trend Micro. This news report is an example
of:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
66. (p. 587) Cartoon Network ran a holiday feature on the best and worst high-tech gifts for
children. In it, technology expert and “Internet Mom” recommended the Oxyride battery, the
Pac-Man and a few more games that came from either Panasonic, Namco or Techno Source.
If this holiday feature were jointly funded by Panasonic, Namco and Techno Source, it would
be called a(n):
67. (p. 587) Marketers use _____ when they want to have as much control as possible over
publicity.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
68. (p. 588) One of the main disadvantages of publicity is:
69. (p. 589) Communications activities designed to promote a firm’s overall image, without
reference to a specific product, are called:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
70. (p. 589) The illustration in the ad for Accenture showed an elephant walking a narrow log
suspended between two cliffs. The headline read, “Who says you can’t be big and nimble?”
Since the ad made no reference to the specific products offered by Accenture, it is an example
of:
71. (p. 589) ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the
scope of its products. Headline “Sometimes a name change can make a big difference.” The
ad showed photographs of stars who had changed their names and made no mention of what
services the corporation offers. This ad is an example of:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
72. (p. 589) Which of the following best reflects an example of corporate advertising?
73. (p. 589) Which of the following statements about corporate advertising is true?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
74. (p. 590) The term _____ tends to be used as a catchall for any type of advertising run for the
direct benefit of the corporation rather than its products or services.
75. (p. 590) The two main goals of corporate advertising are creating a positive image for the
firm and: