Chapter 17 – Public Relations, Publicity, and Corporate Advertising
76. (p. 590) _____ is the form of corporate advertising devoted to promoting the organization’s
overall image.
77. (p. 590) An advertisement for dishes pictured a bride and groom sitting down to a table
setting, with a line of copy indicating that the Queen of England had used similar dishes at her
wedding dinner. This is an example of which of the following types of image advertising?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
78. (p. 590) The Grand Thornton’s print ad states that, “If you have a passion for accounting and
want to work with others who share that passion, you might be interested in the Grant
Thornton accounting firm”. This is an example of which of the following types of
advertising?
79. (p. 590) An American Airlines ad shows a golf ball laying at a green. The copy reads, “It’s
hard to believe that people can be so passionate about an inanimate object that merely flies
through the air and lands on the ground. We, however, understand completely.” This ad shows
American Airlines creating an image of safety for itself. It is an example of which type of
image advertising?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
80. (p. 590) In an ad, Toyota explained its Global Earth Charter, which has led to the recycling
of 376 million pounds of steel annually and an aggressive recycling program keeps 18 million
pounds of other scrap metals from landfill. It is an example of which type of image
advertising?
81. (p. 590) When Allstate refers to itself as “The good hands people,” this is an example of:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
82. (p. 591) If you follow college football you may have noticed over the years that bowl games
are using large corporation names such as the Nokia Sugar Bowl. What type of advertising is
being used when a large corporation like Nokia sponsors a college bowl game?
83. (p. 592) Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR
racing circuit?
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
84. (p. 592) Many companies are attracted to event sponsorships because:
85. (p. 593) _____ is a major form of corporate advertising that addresses social, business, or
environmental issues.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
86. (p. 593) While still seeking the objective of portraying an image for the company or
organization, _____ does so indirectly by adopting a position on a particular issue rather than
by promoting the organization itself.
87. (p. 593) _____ advertising is concerned with propagating ideas and elucidating controversial
social issues of public importance in a manner that supports the interests of the sponsor.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
88. (p. 593) An oil company in United States developed an advertisement promoting off shore
oil drilling in the United States. Such ads might tout the availability of oil resources, the
reduction of dependence on foreign oil, and other benefits, with the goal of getting members
of the public to support offshore drilling. This is an example of:
89. (p. 593) Budweiser’s effort to promote “responsible drinking and driving” is an example of:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
90. (p. 593) When Mobil Oil runs an advertisement urging citizens to support and to donate to a
law enforcement memorial fund, this is an example of:
91. (p. 593) Mobil Oil ran an ad in which it addressed the potential problem of global warming.
The ad encouraged others to take time to truly understand the problem and to not act hastily.
This ad is an example of:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
92. (p. 593) Which of the following statements is true about advocacy advertising?
93. (p. 593) While considered a form of advocacy advertising, _____ ads may have no affiliation
with a corporate or trade sponsor but may be sponsored by an organization to bring attention
to what they consider to be an important issue.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
94. (p. 593) A departmental store ad about a consumer tax issue would constitute _____
advertising.
95. (p. 595) An increasingly popular method of image building is _____ marketing, in which
companies link with charities or nonprofit organizations as contributing sponsors.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
96. (p. 595) Cause-related marketing refers to:
97. (p. 595) Making outright donations to a nonprofit cause, having companies volunteer for the
cause, donating materials or supplies, running public service announcements, or even
providing event refreshments are some of the ways of _____ marketing.
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
98. (p. 595) McDonald’s sponsorship of the Ronald McDonald House, where families of
hospitalized children can stay free of charge, is an example of:
99. (p. 595) Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against
Drunk Driving (SADD) and safe teen driving. This ad was an example of:
Chapter 17 – Public Relations, Publicity, and Corporate Advertising
100. (p. 597) Which of the following is a criticism commonly applied to corporate advertising?
101. (p. 597) The attempt to measure the effectiveness of PR activities is often difficult to
achieve. Which of the following measures would be most useful in this effort?