120) Describe the three characteristics that advertising appeals should have?
121) When would a marketer most likely use a comparative ad?
122) Describe the main objectives of reminder advertising.
123) How has clutter in television and other advertising media created an increasingly hostile
advertising environment?
124) Discuss the concepts of advertainment and branded entertainment.
125) Give an example of a slice-of-life message execution style.
126) How does a personality symbol impact a brand?
127) Give an example of testimonial evidence and explain the importance of the source.
128) Why is reach an important measure for a marketer?
129) Explain why an ad might need to be modified from one country to the next.
130) Describe any three message execution styles.
131) How are companies taking advantage of interactive technologies to tap consumers for
message ideas and actual ads? What are the benefits and disadvantages of consumer-generated
advertising?
132) Describe the four major steps in media selection.
133) List any four major media types and identify some of the strengths and weaknesses of each
of them.
134) Advertisers should regularly evaluate two types of advertising results: the communication
effects and the sales and profit effects. How are these two results measured?
135) Explain how seasonality impacts media timing.
136) Discuss the advantages of using the services of an advertising agency.
137) Which of the following promotion tools involves building up a positive corporate image
and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising
138) Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly
contacts members of the local and statewide media with information about community events
and charity fundraisers sponsored by her company. This is an example of the ________
function of public relations.
A) press relations
B) product publicity
C) investor relations
D) lobbying
E) development
139) One of the functions performed by a PR department is ________, which involves building
and maintaining relations with legislators and government officials to influence legislation and
regulation.
A) direct marketing
B) press relations management
C) investor relations management
D) lobbying
E) public affairs management
140) One of the functions performed by a PR department is ________, which involves working
with donors or members of nonprofit organizations to gain financial or volunteer support.
A) direct marketing
B) press relations management
C) investor relations management
D) development
E) lobbying
141) The National Pork Board developed “Pork. The Other White Meat” campaign. The
campaign provided nutritional information and pork recipes in an attempt to encourage people
to view pork as a tasty alternative to poultry and fish. Which of the following functions was the
goal of this public relations campaign?
A) influencing government regulations on pork
B) gaining financial support for pork producers
C) creating newsworthy information about pork
D) maintaining relationships with pork producers
E) rebuilding consumer interest in pork
142) Which of the following public relations functions involves maintaining relationships with
shareholders and those in the financial community?
A) direct marketing
B) press relations management
C) investor relations management
D) development
E) lobbying
143) Which of the following statements is most likely true of public relations?
A) It requires participating companies to pay for media space or time.
B) It can have the same impact on public awareness as advertising at much lower costs.
C) It is always handled by a third-party agency hired by the firm.
D) It forms a huge portion of the overall marketing budget of most large firms.
E) It plays an insignificant role in brand building with the increasing popularity of advertising.
144) How can public relations have a strong impact at a much lower cost than advertising?
A) The firm can pay for content to be spread.
B) Interested consumers can create the content on their own and spread it.
C) Interesting brand stories, events, videos, or other content can be shared by sources out of the
company’s control, but to its benefit.
D) Advertising agencies can minimize the impact of competitors’ news.
E) Advertising costs have changed dramatically due to changing technologies.
145) Which of the following is NOT one of the publics to which a public relations department
must answer?
A) stockholders
B) legislators
C) the press
D) employees
E) suppliers
146) Which of the following best explains why public relations is often overlooked as a tool for
supporting product marketing objectives?
A) Public relations departments are typically large divisions within corporations.
B) The time and costs associated with public relations prohibit its extensive use.
C) Public relations specialists lack the skills necessary to work with marketing experts.
D) Many public relations professionals see their jobs as communicating, not brand building.
E) The public relations department handles stockholders and legislators but not employees.
Refer to the scenario below to answer the following question(s).
Most clients of Second Avenue have learned about the store through word-of-mouth
communication. This small retailer of quality secondhand children’s clothing thrives on the sale
of a vast inventory of children’s clothing placed on consignment. “Because small children grow
so quickly,” Second Avenue’s owner commented, “they often outgrow many of their clothes
before they’ve hardly been worn!”
Second Avenue provides a way for people to sell their children’s clothing, earn a few dollars,
and buy the next larger size. “We’re extremely picky about the condition of the clothing we
stock,” the owner stated, “but we sell most items at a 60-percent discount.”
147) The owner of Second Avenue wants to establish a community clothing drive to collect
clothes for a local children’s shelter. The owner is planning to set up collection barrels outside
Second Avenue. In this case, which of the following public relations tools is being used by the
owner?
A) press relations
B) product publicity
C) lobbying
D) development
E) public affairs
148) Companies use PR to build good relations with consumers, investors, the media, and their
communities.
149) PR can have a strong impact on public awareness at a much higher cost than advertising
can.
150) When using public relations, the company pays for space and time in the media.
151) Changing technologies, especially with digital content, is significantly increasing the role
of public relations in a firm’s integrated marketing communications program.
152) Describe the significance of public relations as a mass-promotion tool.
153) Explain why a public relations campaign can be a more cost-effective option for
corporations than an advertising campaign.
154) Describe public relations and any three of its main functions.
155) Which of the following is NOT a major public relations tool?
A) trade shows and conferences
B) stationery, logos, and uniforms
C) public service activities
D) videos
E) annual reports and brochures
156) Which of the following is a major tool used by PR professionals?
A) standardized global advertising
B) market penetration
C) news
D) bait-and-switch strategy
E) product packaging
157) News conferences, press tours, and grand openings are examples of ________, a type of
tool commonly used by public relations professionals.
A) public service activities
B) special events
C) social networking
D) development
E) investor relations
158) Which of the following would most likely be included in the written materials prepared by
PR professionals to reach and influence target markets?
A) employee code of conduct
B) annual reports
C) memorandum of association
D) advertisement jingles
E) white papers
159) Which of the following is an example of audiovisual material used by PR professionals?
A) blogs
B) logos
C) vision statements
D) brochures
E) online videos
160) Logos, uniforms, brochures, and company trucks are all examples of ________ materials
that can be used to help a company create a visual image which the public can immediately
recognize.
A) direct marketing
B) social marketing
C) public service
D) corporate identity
E) buzz marketing
161) In an attempt to set the company apart from its competitors, Central Parcel Service (CPS)
has its employees wear brown uniforms and drive brown trucks. What type of public relations
tool is being used by CPS?
A) buzz marketing
B) corporate logos
C) corporate identity materials
D) product publicity
E) public service materials
162) Steps involved in determining when and how to use product public relations include
________, choosing the PR message and media, implementing the PR plan, and evaluating the
results, plus integrating with the full marketing communications effort.
A) defining the budget
B) hiring the media creators
C) collecting feedback
D) setting PR objectives
E) determining the messenger
163) Corporate identity materials help create a corporate identity that the public immediately
recognizes.
164) A company’s Web site can be an important public relations vehicle.
165) While a company can choose to participate in public service activities, doing so has no
impact on public goodwill toward the company.
166) Public relations specialists use several tools. Identify three of these tools and describe how
they can help a company communicate with the public.