Question 1

Publicity objectives should take into account the media through which the message will be transmitted and the target audience reached by the media. Audience objectives are expressed in terms of

Accepted Answer

A)   CPM
B)   voice share
C)   gross impressions
D)   GRPs
E)   market shareF) A) and C)
G) A) and E)

Question 2

Public relations can play a key role in

Accepted Answer

A)   the mature stage of the life cycle
B)   advertising campaigns
C)   launching new products
D)   the growth stage of the product life cycle
E)   the decline stage of the product life cycleF) B) and D)
G) A) and D)

Question 3

Giving a product free to trendsetters who, in turn, influence others to hopefully purchase it is called product seeding.

Accepted Answer

A) True 
 B)False

Question 4

To build better relations with customers and to achieve business objectives, an organization must embrace all communications channels and devise a(n)

Accepted Answer

A)   external marketing plan
B)   integrated communications strategy
C)   media plan
D)   business-to-business plan
E)   event campaignF) B) and D)
G) B) and C)

Question 5

In the area of sports sponsorship, the brands that sponsor the Olympics and FIFA World Cup are

Accepted Answer

A)   rural
B)   global
C)   provincial
D)   regional
E)   localF) A) and D)
G) B) and E)

Question 6

In an era of social responsibility, explain how companies foster a good public image in the communities in which they operate.

Accepted Answer

Many companies encourage their employees...

Question 7

This type of marketing focuses on giving target market customers a brand-relevant experience that adds value to their lives:

Accepted Answer

A)   buzz marketing
B)   public relations
C)   event marketing
D)   experiential marketing
E)   word-of-mouthF) A) and C)
G) A) and D)

Question 8

Regardless of the situation or desired outcome, public relations objectives tend to be similar to

Accepted Answer

A)   marketing objectives
B)   government policies
C)   sales promotion objectives
D)   marketing objectives.
E)   corporate mission statementsF) All of the above
G) C) and D)

Question 9

A major challenge of event marketing and sponsorship is

Accepted Answer

A)   targeting
B)   public image
C)   association scores
D)   media coverage
E)   measuring effectivenessF) A) and D)
G) C) and D)

Question 10

One of the biggest disadvantages of public relations is

Accepted Answer

A)   lack of control of the message
B)   credibility
C)   persuasiveness
D)   doesn't sell products
E)   doesn't build relationshipsF) B) and E)
G) A) and B)

Question 11

The partnership between a company like CIBC and a non-profit entity such as the Canadian Breast Cancer Foundation is referred to as

Accepted Answer

A)   cause marketing
B)   public relations
C)   venue marketing
D)   product placement
E)   sponsorshipF) C) and D)
G) A) and D)

Question 12

External publics are usually communicated with regularity.

Accepted Answer

A) True 
 B)False

Question 13

How a company manages its public relations during a crisis is called

Accepted Answer

A)   public affairs
B)   lobbying
C)   fundraising
D)   reputation management
E)   publicityF) A) and B)
G) B) and E)

Question 14

Unlike advertising, public relations is a form of communications

Accepted Answer

A)   designed and created by agencies
B)   free of any costs and controlled by no one
C)   controlled and paid for by government
D)   determined by the media
E)   controlled and paid for by a sponsorF) A) and E)
G) All of the above

Question 15

The Air Canada Centre, Rogers Arena, Bell Centre and Rexall Place are examples of

Accepted Answer

A)   ambush marketing
B)   festival sponsorship
C)   experiential marketing
D)   venue sponsorship
E)   advertisingF) B) and C)
G) A) and E)

Question 16

How well an organization manages a crisis situation has a direct impact on how the public perceives the outcome.

Accepted Answer

A) True 
 B)False

Question 17

When a company uses a tactic that creates an emotional connection with a consumer, the company is using

Accepted Answer

A)   experiential marketing
B)   publicity
C)   corporate advertising
D)   sales promotion
E)   event sponsorshipF) A) and E)
G) C) and E)

Question 18

The PR arsenal includes web sites, infomercials and rich media.

Accepted Answer

A) True 
 B)False

Question 19

What are the basic differences between advertising and public relations?

Accepted Answer

In advertising, messages can be controll...

Question 20

What criteria should be considered when planning public relations?

Accepted Answer

The strategic role of public relations s...

Exam 14: Public Relations and Experiential Marketing

To build better relations with customers and to achieve business objectives, an organization must embrace all communications channels and devise a(n)

Correct AnswerverifiedShow Answer

Publicity objectives should take into account the media through which the message will be transmitted and the target audience reached by the media. Audience objectives are expressed in terms of

Correct AnswerverifiedShow Answer

A major challenge of event marketing and sponsorship is

Correct AnswerverifiedShow Answer

What are the basic differences between advertising and public relations?

Correct AnswerverifiedIn advertising, messages can be controll...View AnswerShow Answer

How a company manages its public relations during a crisis is called

Correct AnswerverifiedShow Answer

The Air Canada Centre, Rogers Arena, Bell Centre and Rexall Place are examples of

Correct AnswerverifiedShow Answer

Unlike advertising, public relations is a form of communications

Correct AnswerverifiedShow Answer

What criteria should be considered when planning public relations?

Correct AnswerverifiedThe strategic role of public relations s...View AnswerShow Answer

How well an organization manages a crisis situation has a direct impact on how the public perceives the outcome.

Correct AnswerverifiedShow Answer

The PR arsenal includes web sites, infomercials and rich media.

Correct AnswerverifiedShow Answer

Regardless of the situation or desired outcome, public relations objectives tend to be similar to

Correct AnswerverifiedShow Answer

This type of marketing focuses on giving target market customers a brand-relevant experience that adds value to their lives:

Correct AnswerverifiedShow Answer

External publics are usually communicated with regularity.

Correct AnswerverifiedShow Answer

In an era of social responsibility, explain how companies foster a good public image in the communities in which they operate.

Correct AnswerverifiedMany companies encourage their employees...View AnswerShow Answer

The partnership between a company like CIBC and a non-profit entity such as the Canadian Breast Cancer Foundation is referred to as

Correct AnswerverifiedShow Answer

One of the biggest disadvantages of public relations is

Correct AnswerverifiedShow Answer

Giving a product free to trendsetters who, in turn, influence others to hopefully purchase it is called product seeding.

Correct AnswerverifiedShow Answer

When a company uses a tactic that creates an emotional connection with a consumer, the company is using

Correct AnswerverifiedShow Answer

Public relations can play a key role in

Correct AnswerverifiedShow Answer

In the area of sports sponsorship, the brands that sponsor the Olympics and FIFA World Cup are

Correct AnswerverifiedShow Answer

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In advertising, messages can be controll...
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Correct Answer
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The strategic role of public relations s...
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Many companies encourage their employees...
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