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IMC 373-EXAM 3 questions with correct answers
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IMC 373-EXAM 3 questions with correct answers
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IMC 373-EXAM 3From a marketer's perspective, the unfortunate part of negative publicity is it can occur as a result of
factors beyond the control of the company and:
A. for reasons the company might never anticipate
B. as result in increased advertising effectiveness
C. result in reduced censorship guidelines
D. cause an increase in online advertising
E. create increased exit audits - correct answer ✔✔A. for reasons the company might never anticipate
The examples of negative publicity in the opening vignette suggest:
A. top management needs to look for more creative ways to communicate with the target market(s) B.
companies should never cut their public relations budget
C. negative publicity can come from a variety of sources
D. good things happen to good people
E. none of the above - correct answer ✔✔C. negative publicity can come from a variety of sources
An advertiser who is "managing the buzz" is dealing with something that is a topic of conversation for
lots of consumers—it is what is hot in society. In terms of the promotional mix, "managing the buzz"
would be most closely associated with:
A. corporate advertising
B. sales promotions
C. personal selling
D. publicity and public relations - correct answer ✔✔D. publicity and public relations
,_____ is the management function that evaluates public attitudes, identifies the policies and procedures
of an organization with the public interest, and executes a program of action to earn public
understanding and acceptance.
A. Public relations
B. Image advertising
C. Corporate advertising
D. Dyadic communications - correct answer ✔✔A. Public relations
Which of the following is a required stage in the public relations process?
A. the integration of sales promotion and personal selling with the public relations process
B. the identification of what portion of the budget is specifically designated to public relations
C. the hiring of a specialized firm that understands the public relations process
D. the determination and evaluation of public attitudes
E. all of the above - correct answer ✔✔E. all of the above
Which of the following would most reflect the traditional role of public relations?
A. a company's sponsorship of a Little League team
B. a company's donations to a local charity
C. sponsorship within an organization of a blood drive
D. the mailing of a press release announcing a new product
E. all of the above - correct answer ✔✔E. all of the above
Which of the following best reflects the new role of public relations in an integrated marketing
communication program?
A. sponsoring the local Little League team
B. supporting local charities C. sponsoring Olympic events to gain brand name association.
, D. issuing a press release announcing a new CEO
E. advertising to announce an organization's support of a school bond referendum - correct answer
✔✔C. sponsoring Olympic events to gain brand name association.
According to the new definition of public relations, the function of public relations personnel is to:
A. assess public attitudes
B. promote products or services directly
C. create a favorable corporate image D. develop and execute communications programs designed to
bring about public understanding and acceptance
E. do all of the above - correct answer ✔✔E. do all of the above
The new role of public relations is one characterized by:
A. less of a communication role B. less of a marketing orientation
C. a tighter, more tightly defined role D. a broader, less marketing-oriented role
E. a broader, more marketing-oriented role - correct answer ✔✔E. a broader, more marketing-oriented
role
Which of the following promotional activities would best exemplify the new role of public relations?
A. use of Brittany Spears as a spokesperson for Pepsi
B. initiation of a contest to find a new spokesperson for a brand C. donation of money to the favorite
charity of a firm's CEO D. sponsorship of a marathon E. donation of money to support a local children's
soccer team - correct answer ✔✔B. initiation of a contest to find a new spokesperson for a brand
Marketing public relations (MPR) activities designed to support marketing objectives add value to the
integrated marketing program by:
A. building marketplace excitement B. creating advertising news where there is none
C. providing a value-added customer service
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