Download test bank for marketing public relations gaetan t giannini

A advertising agency developing a product campaign B public relations firm in contact with media organizations C organization that has the product, service, or idea it desires to sell D

Test Bank for Marketing Public Relations Gaetan T

A) building anticipation for the book's release

B) providing the back story on the upcoming film version

C) embargoing any hint of the book's plot

D) investing heavily in conventional advertising strategies

E) limiting supply of the book in its first week of sales

2) The term marketer refers to the

A) advertising agency developing a product campaign

B) public relations firm in contact with media organizations

C) organization that has the product, service, or idea it desires to sell

D) purchaser of a good or service

E) media channels through which a product is promoted

3) Marketing public relations is a unique form of marketing because

A) marketers rely solely on non-media channels to disseminate their messages

B) consumer behavior is more reliable than with other forms of marketing

C) firms pay their public relations agencies only if they produce measurable results

D) it has almost entirely replaced advertising as a means of promotion

E) audiences are drawn to communication outlets where they gain access to information they crave Answer: E

Diff: 3 Page Ref: 3

Skill: Concept

LO: 2

4) Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?

A) The mass market has become more uniform in its needs and preferences

B) The global market for goods and services is diminishing

C) Advertising results are hard to measure

D) Consumers are taking greater control of the communication process

E) Most audiences have completely migrated away from television

Answer: D

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C) Companies have no tools with which to measure outcomes

D) Consumers are totally in control of message creation

E) Neither are elements in the promotional mix

A) is most effective in non-electronic communication environments

B) emphasizes expensive, well-targeted advertising messages

C) works best in large metropolitan areas

D) relies solely on digital communication outlets

E) encourages consumers to create marketing messages themselves

Answer: E

Diff: 2 Page Ref: 4

Skill: Concept

LO: 2

9) How does MPR differ from conventional marketing?

A) MPR encourages media to voluntarily convey messages about products

B) MPR emphasizes personal sales above all other elements of the promotional mix C) MPR concentrates on business-to-business marketing

D) MPR eliminates the need for intermediaries

E) There is no difference MPR and conventional marketing are the same

10) In the MPR context, CGM is the abbreviation for A)

consumer goods market

B) cost of goods manufactured

C) consumer generated marketing

D) communication generated messages

E) corporation general meeting

12) Blogs are a type of

A) online measurement tool

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E) the promotional mix

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1

17) One of marketing's main goals is to

A) transform all promotional efforts into public relations campaigns

B) place the bulk of a firm's messages in digital media outlets

C) control every single message in the promotional mix

D) purchase media time and space as cheaply as possible

E) change consumer behavior relative to a product

18) Goods and services

A) constitute two categories of products, along with ideas

B) are exclusively promoted through public relations

C) exist solely in a market economy

D) are used only by consumers, not businesses

E) are unlikely to be promoted in an MPR campaign

A) outmoded channels of communication used solely for advertising purposes

B) profit-making organizations with a stake in the messages being distributed

C) communication tools that directly disseminate messages to consumers and businesses D) limited to print journalism outlets - newspapers and magazines

E) adversaries that firms should avoid communicating with

Answer: C

Diff: 3 Page Ref: 5

Skill: Concept

LO: 2

20) The marketing mix is an assortment of tools that

A) marketers use to manage the consumer purchase process

B) public relations agencies employ to conduct public opinion research

C) marketers use exclusively to formulate MPR campaigns

D) media outlets utilize to measure audience response

E) consumers use to make online recommendations

Answer: A

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2

21) What is one way MPR protects the sales and/or image of a product? A)

MPR encourages firms to develop crisis management plans

B) MPR invests heavily in creative branding campaigns

C) MPR encourages intermediaries to communicate directly with consumers

D) MPR emphasize search engine optimization

E) MPR places tremendous importance on prices for media space and time

22) The Four Ps of the marketing mix are

A) positioning, placement, profit and predictability

B) public relations, production, pull and precision

C) publicity, preference, pre-test and post-test D) product, price, place and promotion

E) publicity, profit, product, and pull

Diff: 1 Page Ref: 5

Skill: Concept

LO: 2

24) Intermediaries are

A) firms that broker media space and time for advertisers

B) organizations or individuals that pass product messages from a firm to consumers

C) media measurement firms that rate the satisfaction of online purchasers

D) consumers who volunteer to test new product releases

E) media representatives who negotiate advertising rates

Answer: B

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A) consumer advocacy groups

B) channels of communication

C) public relations agencies

D) product distribution channels

E) front-line sales personnel

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3

29) Public relations practitioners define a public as a

A) key audience segment in an advertising campaign

B) group of people who shop for products based on brand recognition

C) media organization responsible for distributing messages

D) group that affect an organization and is affected by the organization's activities E) measurement of audience response to a promotional message

30) A firm's prospective customers generally

A) purchase a firm's products without first obtaining information

B) count among an organization's stakeholders

C) do not respond well to consumer generated marketing

D) tend to be more brand conscious than existing customers

E) are an abstract concept of little importance to sales

Answer: B

Diff: 3 Page Ref: 6

Skill: Concept

LO: 3

31) Clorox's partnership with the Sierra Club to launch a line of green cleaning products is an example of a firm

A) using advertising to reach a mass consumer audience

B) reaching out to various stakeholders to create a positive public impression

C) abandoning its traditional consumer base

D) launching a new product without need for psychographic testing

E) bowing to government pressure

Answer: B

Diff: 3 Page Ref: 7

Skill: Application

LO: 3

32) Which of the following statements best describes marketing public relations? A)

MPR is difficult to integrate into a marketing strategy

B) Firms with low credibility use MPR relations the most

C) MPR is the least effective promotional tool

D) MPR outcomes are not always under the control of the marketer

E) MPR is significantly more expensive than advertising to implement

Answer: D

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2

33) Calculating return on investment (ROI) is often different for MPR practitioners since

A) the public relations discipline does not use quantitative tools

B) ROI is exclusively used to monitor advertising expenditures

C) marketing goals can be based on hard-to-measure attitudes and opinions

D) firms rarely trust ROI figures tabulated for communication efforts

E) MPR is solely a communication function, not a business tool

A) MPR efforts are highly credible and relatively inexpensive to conduct

B) MPR is the oldest form of marketing communication in America

C) MPR has replaced public relations and advertising as the preferred mode of promotional communication

D) MPR is taught in practically every business school

E) MPR accounts for every case of successful crisis management

35) An organization should be especially cautious about using MPR when

A) the economy is in a downturn and marketing budgets are low

B) the firm is concurrently running advertising campaigns

C) return on investment is inherently unpredictable

D) the message of the firm is not particularly newsworthy

E) the public relations function is overseen by the legal department

A) measure ROI and prepare future marketing budgets

B) optimize the message for Internet search engines

C) demonstrate the value of a story and gain the media's attention

D) find advertisers to underwrite message distribution costs

E) negotiate rates with mass media organizations

Answer: C

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37) What is one critical indication that an MPR campaign is becoming successful? A) Journalists call for more information

B) Media mentions diminish significantly

C) A firm launches an advertising campaign

D) The media stop reporting your story

E) A firm develops a crisis communication plan

38) Marketers optimally can make their presence felt by

A) distributing messages about everything they do, no matter how trivial

B) understanding the needs of their customers and how to influence them

C) holding regular news conferences

D) getting their employees to blog about their organization's products

E) purchasing advertising air time during the Super Bowl

39) In what way has technology magnified MPR as a marketing tool? A)

Blogs and other social media have rendered advertising obsolete

B) Messages, in whatever medium, now have global reach

C) High definition images allow better product close-ups in television commercials D) Audiences now have access to hundreds of specialized television channels E) Store managers can instantly update suppliers about changes in product demand Answer: B

Diff: 2 Page Ref: 12

Skill: Concept

LO: 4

40) The PRSA ethics code

A) provides public relations practitioners a constructive way to frame ethical issues in their profession

B) is used by the federal government to prosecute ethics violators in the private sector

C) was first drafted by Edward Bernays

D) helps mass media organizations to develop their own editorial policies

E) is merely theoretical and used mostly to teach communication ethics to students Answer: A Diff: 2 Page Ref: 13

Skill: Concept

LO: 4

41) When the source of conversation about a product is trustworthy, consumers are more likely

to purchase the product and, in turn, talk about it

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60) Stakeholders generally include a firm's current customers, but not its prospective customers Answer: FALSE

Diff: 1 Page Ref: 6

Skill: Concept

LO: 2

61) Define Marketing Public Relations

Answer: Marketing Public Relations (MPR) is a unique form of marketing that takes a

marketer's perspective on public relations MPR emphasizes the importance of a two-way brand relationship that utilizes both traditional and new media channels MPR efforts improve,

maintain, or protect the sales or image of a product by encouraging these intermediaries to voluntarily convey messages to audiences in order to draw consumers to information they crave Diff: 2 Page Ref: 2, 3 and 5

Skill: Application

LO: 1

62) Briefly explain the change in the promotional environment enabled by the Internet, as

postulated by Al and Laura Ries in The Fall of Advertising and the Rise of PR

Answer: Organizations are seeking more credible and durable ways of establishing dialogues with their existing and prospective customers than traditional mass advertising has been able to provide The Internet has allowed marketers to employ traditional public relations strategies in innovative ways that foster interactions among organizations, products, consumers and the media

at an unprecedented pace

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2

63) How do word-of-mouth and buzz differ from traditional public relations?

Answer: Word-of-mouth and buzz are examples of consumer generated marketing (CGM) PR and CGM both depend on marketers handing over their messages to an intermediary to reach the ultimate consumer However, word-of-mouth and buzz are cases where consumers themselves create and disseminate the content of marketing messages

Diff: 3 Page Ref: 4

because marketers pay to use these techniques, and most likely voluntary intermediaries are not involved in spreading a firm's messages

Diff: 3 Page Ref: 5

Skill: Application

LO: 2

65) Who are an organization's stakeholders?

Answer: Stakeholders typically include an organization's current and prospective customers, employees, stockholders and other publics — groups that have an interest in or effect upon a firm's activities or that may be affected by those activities

Diff: 1 Page Ref: 6, 7

Diff: 3 Page Ref: 7

Skill: Application

LO: 2

67) MPR is the technique of turning an organization's activities into news Provide a few

examples of opportunities for MPR in today's media environment

Answer: Typical opportunities for MPR include product appearances in the local or network news and media mentions on independent blogs or in magazines with global readership They might also include recommendations by friends or even trade associations

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Diff: 3 Page Ref: 10

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69) What is the purpose of the PRSA Member Statement of Professional Values?

Answer: The Member Statement of Professional Values presents the core values of the Public Relations Society of America and the public relations profession, in general The Statement is the basis for the PRSA's Member Code of Ethics and sets the professional standard for the industry These values constitute the fundamental guidelines of behavior and decision-making for public relations practitioners

Diff: 2 Page Ref: 14

Skill: Application

LO: 5

70) Why does Falcon's Lair wish to utilize MPR?

Answer: Although Falcon's Lair is a successful company, the firm wants to increase business by enhancing its relationship with its existing customers hikers and climbers in the

company's immediate region Falcon's Lair also would like to establish itself as a resource for families and recreational hikers and climbers Furthermore, the firm hope to increase its online sales nationwide

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purposes The purpose of marketing is to change or maintain the beliefs or purchasing behavior

of customers toward a product or service The marketing mix is the set of tools marketers use to manage this process, commonly known as the four Ps (product, price, place and promotion) The final category, promotion, includes MPR The promotional mix, sometimes referred to as

integrated marketing communication, includes public relations activities (of which MPR is one type) and other non-MPR tools such as advertising, personal selling and trade promotions The non-MPR activities depend on marketers paying for promotional messages and generally do not involve voluntary intermediaries who spread promotional messages about a firm's products MPR strategies and tactics are different, as are the ways consumers perceive promotional

messages created and disseminated within the context of a MPR campaign Because of these differences, marketers need to cautiously balance MPR and non-MPR activities in order to optimize the effectiveness of the marketing program In addition, communication between an organization and its publics is not limited to marketing situations Any type of interaction can