Public Relations and Promotion
Final
Exam Questions
Course Introduction
This course explores the principles and practices of public relations and promotion, emphasizing the strategic role they play in modern organizations. Students will learn to develop, implement, and evaluate PR and promotional campaigns designed to influence public perception and behavior. Topics include media relations, message development, event planning, crisis communication, social media engagement, and ethical considerations. Through practical assignments and case studies, students will gain hands-on experience in crafting effective communication strategies that enhance organizational reputation and support business objectives.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.
A)True
B)False
Answer: True
Q2) Which of the following is an example of a communication outcome?
A) increase sales to grocery stores by 10 percent
B) increase total sales by 15 percent
C) maintain existing sales levels in Japan
D) increase brand awareness by 15 percent
E) increase sales in Mexico by 15 percent
Answer: D
Q3) Publicity and advertising are alike in that both _____.
A) are paid for by the company
B) usually come in the form of news items or editorial comments about a company's products or services
C) attempt to stimulate short-term buyer behavior
D) are nonpersonal communication
E) All of these are correct.
Answer: D
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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103 Flashcards
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Sample Questions
Q1) A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to is various stakeholders.
A)True
B)False
Answer: True
Q2) A recent study by the Association of National Advertisers found that among the most common metrics used for measuring ROMI was _____.
A) change in consumer purchase behavior
B) incremental sales revenue generated by marketing activities
C) increases in S-O-M compared to changes in S-O-V
D) changes in brand loyalty generated by advertising
E) changes in brand image with increased expenditure on sales promotion
Answer: B
Q3) Leveraging is a type of equity-building strategy.
A)True
B)False
Answer: True
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4
Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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98 Flashcards
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Sample Questions
Q1) The last step in the brand naming process is to register a trademark.
A)True
B)False
Answer: True
Q2) A new cosmetic product that matches consumers' needs,personal values,beliefs,and past consumption practices has the _____ innovation-related characteristic that increases the likelihood of adoption.
A) relative advantage
B) compatibility
C) observability
D) complexity
E) trialability
Answer: B
Q3) Related to the brand name is a graphic design element called a brand _____.
A) symbol
B) trademark
C) logo
D) image
E) visual
Answer: C
Page 5
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Chapter 4: Environmental, Regulatory and Ethical Issues
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103 Flashcards
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Sample Questions
Q1) A number of major corporations,such as General Motors,Amway,and Evian,sponsor or support worthy causes,many of which are environmental causes.These companies are highly motivated to engage in cause-oriented marketing because _____.
A) it is a socially acceptable way of distributing excess profits
B) corporations function better in a healthy environment
C) corporations hope to generate goodwill toward the company and its brands
D) major companies are required by law to support environmentally friendly causes
E) research shows that companies that support the environment do better financially
Q2) In the AAAA's Code of Ethical Standards,it is stated that "...we will not knowingly create advertising that contains _____.
A) false, or misleading statements or exaggerations, visual or verbal
B) statements, suggestions, or pictures offensive to public decency or minority segments of the population
C) price claims that are misleading
D) testimonials that do not reflect the real opinion of the individual(s) involved
E) All of these are correct.
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6
Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) An ad for Hanes brand of underwear says,"Wait 'til we get our Hanes on you!" The brand is positioned as being comfortable for the wearer,and the ad really stressed how comfortable the brand feels against your skin.This brand's positioning is best described as appealing to consumers' _____ needs.
A) functional
B) rational
C) emotional
D) symbolic
E) experiential
Q2) The Bureau of the Census divides people 55 and older into three distinct segments.Name and describe these segments,and discuss why these groups of consumers are significant for marketers.
Q3) Asian-Americans are better educated than any other segment of American society. A)True
B)False
Q4) There are indications that baby boomers are retaining many of their more youthful consumption habits.Which industries would be the most influenced by this phenomenon? Discuss how marketing strategies would be impacted.
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Chapter 6: The Communications Process and Consumer Behavior
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Sample Questions
Q1) Enrico is on his way to the mall to purchase a pair of running shoes.Assume he has established three minimal standards that a suitable pair of running shoes would have to satisfy (good arch support,well-know brand name,priced below $100).If he eliminates all brands that do not satisfy these three minima,his choice from among the remaining brands that do satisfy the criteria would adhere to which heuristic?
A) conjunctive
B) disjunctive
C) affect-referral
D) lexicographic
E) compensatory
Q2) An allegory is a form of extended simile.
A)True
B)False
Q3) The message channel is the path through which the message moves from source to receiver.
A)True
B)False
Q4) Give three examples of similes,metaphors,and allegories that are used by marketers.Evaluate them.
Page 8
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Chapter 7: The Role of Persuasion in IMC
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102 Flashcards
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Sample Questions
Q1) Which tool of influence is being used when a car salesperson gets a consumer to agree to a price and then goes to get the sales manager's approval?
A) reciprocation
B) commitment and consistency
C) social proof
D) authority
E) scarcity
Q2) Persuasion is an effort by a marketing communicator to influence the consumer's attitude and behavior in a manner that benefits the communicator.
A)True
B)False
Q3) When a person willfully notices a stimulus,_____ has occurred.
A) exposure
B) comprehension
C) voluntary attention
D) involuntary attention
E) persuasion
Q4) Explain the significance of the theory of psychological reactance.
Q5) Explain how the concept of click-whirr behavior applies to consumers.
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Chapter 8: Imc Objective Setting and Budgeting
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111 Flashcards
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Sample Questions
Q1) According to the hierarchy-of-effects model,the advertiser's initial imperative is to
A) make people aware of the brand
B) make people like the advertisement
C) make people discuss the advertisement with others
D) encourage trial of the product
E) change beliefs about the brand
Q2) An expectation from the consumer's perspective is based on solutions consumers have already created or tested.
A)True
B)False
Q3) In which method does a company set a brand's advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume?
A) revenue-based method
B) percentage-of-sales method
C) affordability method
D) competitive parity method
E) objective-and-task method
Q4) Name and describe the four practical budgeting methods.
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Chapter 9: An Overview of Advertising Management
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Sample Questions
Q1) A Korean brand of television was perceived as "low quality" by over 70 percent of American consumers who were surveyed.However,after an extensive advertising campaign,the percentage of American consumers who perceived this brand as low quality fell to 20 percent.In this instance,advertising has successfully altered consumers' perceptions and performed which function?
A) adding value
B) informing
C) persuading
D) reminding
E) assisting other company efforts
Q2) There are three basic ways by which companies can add value to their offerings: innovating,altering consumer perceptions,and lowering price.
A)True
B)False
Q3) Management supervisors in a full-service agency are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Which of the following is NOT a universal value?
A) stimulation
B) security
C) feminism
D) conformity
E) benevolence
Q2) The generic creative style consists of an advertiser making a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit.
A)True
B)False
Q3) An advertisement by Anheuser Busch,the manufacturer of Budweiser beer,stressing the importance of using a designated driver to curb drunken driving accidents is an example of _____ advertising.
A) corporate image
B) generic
C) preemptive
D) corporate issue
E) preventive
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Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) The three dimensions of the general concept of source attractiveness are _____.
A) intelligence, familiarity, and liking
B) physical attractiveness, familiarity, and intelligence
C) similarity, familiarity, and liking
D) physical attractiveness, respect, and similarity
E) sense of humor, similarity, and liking
Q2) Which of the following is FALSE regarding the use of humor in advertising?
A) Humor is an effective method for attracting attention to advertisements.
B) Humor enhances liking of both the advertisement and the advertised brand.
C) Humor enhances source credibility.
D) Humor does not offer an advantage over nonhumor at increasing persuasion.
E) The nature of the product affects the appropriateness of using humor.
Q3) The processing mode of ______ is associated with the source attribute of credibility.
A) compliance
B) identification
C) attitude change
D) internalization
E) expertise
Q4) Explain the significance of the theory of psychological reactance.
Page 13
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Chapter 12: Traditional Ad Media
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Sample Questions
Q1) Julian recorded his favorite television program and then zapped the show to skip the commercials when watching it later.
A)True
B)False
Q2) In terms of target audience CPM,radio advertising is considerably more expensive than other mass media.
A)True
B)False
Q3) When a viewer switches to another channel while commercials are aired,_____ has occurred.
A) clutter
B) zapping
C) zipping
D) zupping
E) trapping
Q4) An advantage of radio advertising is short lead times.
A)True
B)False
Q5) Compare and contrast network,spot,syndicated,cable,and local advertising on television.
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Chapter 13: Digital Media: Online, Mobile and App Advertising
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) With interstitials,users have to wait until the entire ad has been shown.
A)True
B)False
Q2) Compare and contrast the concepts of individualization and interactivity.
Q3) Search engine advertising rests on the concept of _____,which are specific words and short phrases that describe the nature,attributes,and benefits of a marketer's offering.
A) keywords
B) analogies
C) natural words
D) search words
E) word-find
Q4) The two forms of search engine advertising available to online advertisers are _____.
A) wired and wireless
B) keyword-matching and content-targeted
C) primary and secondary
D) Internet and intranet
E) Internet and ethernet
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Chapter 14: Social Media
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Sample Questions
Q1) Which of the following types of information can be gleaned from social media sites?
A) consumer feedback
B) product ideas
C) promotion modifications
D) pricing information
E) All of these are correct.
Q2) Twitter was started by the same entrepreneurs who started Facebook.
A)True
B)False
Q3) Which of the following successful media campaigns relied on a consumer-generated story about the brand?
A) Old Spice's "Smell Like a Man, Man"
B) Nike's "Write the Future"
C) UPS's "Driver for a Day"
D) Burger King's "Whopper Sacrifice"
E) Evian's "Roller Babies"
Q4) Newspapers are a form of online media.
A)True
B)False
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Chapter 15: Direct Marketing, CRM, and Other Media
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Sample Questions
Q1) The likelihood that people will remain customers is known as the _____ rate.
A) discount
B) retention
C) acquisition
D) attrition
E) lifetime
Q2) Efficiency is a distinctive feature of direct mail.
A)True
B)False
Q3) Companies' databases of customers often contain R-F-M data.The R stands for _____.
A) retention rate
B) referral rate
C) registration
D) responsiveness
E) recency
Q4) Typical databases include customers' behavioral data and other types of relevant information (demographic,geographic,and psychographic data).
A)True
B)False
Page 17
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Chapter 16: Media Planning and Analysis
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Sample Questions
Q1) The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point.
A)True
B)False
Q2) Effective reach planning generally leads to using _____ rather than depending exclusively on television,which is often the strategy when using the GRP metric.
A) sales promotion
B) multiple media
C) several vehicles
D) Internet advertising
E) word-of-mouth
Q3) Which of the following is an activity performed in developing the media strategy?
A) setting the advertising budget
B) setting a message strategy
C) setting advertising objectives
D) buying media
E) All of these are correct.
Q4) List the steps in the media strategy process,and briefly describe the first two.
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18
Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) In pupillometric tests,greater dilation means a more favorable response to the message.
A)True
B)False
Q2) The two general forms of advertising research that are practiced are message research and focused research.
A)True B)False
Q3) There is evidence to indicate that galvanic skin response is a valid indicator of _____.
A) the amount of warmth generated by an advertisement
B) a consumer's behavior generated by an advertisement
C) a consumer's purchase intention generated by an advertisement
D) the number of thoughts consumers generate after exposure to an advertisement
E) the number and types of thoughts consumers generate after exposure to an advertisement
Q4) Nielsen Catalina Solutions (NCS)'s AdVantics on Demand is a major single-source system that measure sales response.Describe its two distinguishing characteristics.
Q5) List the nine PACT principles.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) A possible negative consequence of diverting is _____.
A) product tampering
B) product quality might suffer
C) the cost of an exit-fee
D) product tampering, and that the quality of the product might suffer.
E) None of these are correct.
Q2) One reason for increased budgetary allocations to promotions is the fact that consumers are less price sensitive.
A)True
B)False
Q3) As with off-invoice allowance promotion,account-specific marketing directs promotional dollars to specific retailers.
A)True
B)False
Q4) Trade allowances are used by retailers to reward manufacturers for performing activities in support of the retailer.
A)True
B)False
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Q5) Explain forward buying and diverting.Who benefits or loses from these practices?
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) It is estimated that online sampling costs are _____ sampling in stores or at special events.
A) three times greater than
B) two times greater than
C) three times less than
D) two times less than
E) the same as
Q2) Which type of consumer-oriented promotion would you use if the objective was to reinforce the brand's image,even though it meant delivering a delayed reward?
A) sampling
B) scanner-delivered coupons
C) continuity programs
D) sweepstakes and contests
E) games
Q3) In-store sampling often fails to reach sufficient numbers of consumers to justify its expense.
A)True
B)False
Q4) Describe the coupon redemption process and how misredemption can occur.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Brian owns seven gourmet food stores.He has offered a coupon,a premium,and a sweepstake all in one single promotional effort.Brian has implemented a(n)_____.
A) promotion mix
B) tie-in
C) cooperative program
D) integrated program
E) overlay
Q2) Which criterion cannot be measured objectively but involves a subjective assessment of whether a promotion has enhanced a brand's image or possibly detracted from it?
A) expense
B) efficiency
C) execution ease
D) equity enhancement
E) effectiveness enhancement
Q3) Mail-in offer premiums can be used to encourage repeat-purchase behavior.
A)True
B)False
Q4) Compare and contrast overlay and tie-in promotions and give an example of each.
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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Sample Questions
Q1) _____ is (are)widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.
A) Urban legends
B) Product releases
C) Commercial rumors
D) Buzz
E) Viral buzz
Q2) A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n)_____.
A) opinion leader
B) facilitator
C) mediator
D) information leader
E) mentor
Q3) Opinion leadership influence is typically restricted to one or several consumption topics,rather than applying universally across many consumption domains.
A)True
B)False
Page 23
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Chapter 22: Packaging, Pop Communications, and Signage
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Sample Questions
Q1) Advertising on billboards is designed with persuasion as the primary objective.
A)True
B)False
Q2) Which type of billboard is 6 feet,2 inches high by 12 feet,2 inches wide?
A) 5-sheet poster
B) 8-sheet poster
C) 20-feet poster
D) 30-feet poster
E) 50-feet poster
Q3) Experts in the design of store signage use a concept,termed _____,that refers to the ability of a sign to capture attention.
A) conspicuity
B) noticeability
C) spectacularity
D) stopping power
E) peculiarity
Q4) POP displays can create a synergistic effect when used in conjunction with advertisements and promotions.
A)True
B)False
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Chapter 23: Personal Selling
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Sample Questions
Q1) Salespeople who call on _____ are most likely to spend time servicing accounts by stocking shelves,setting up POP displays,and handling local advertising.
A) department stores
B) supermarkets
C) hardware stores
D) drycleaners
E) furniture stores
Q2) New-business selling is characterized by which of the following terms?
A) bird-dogging
B) cold calling
C) canvassing
D) prospecting
E) All of these are correct.
Q3) A seller-oriented selling orientation is focused on the long-term relationship with customers.
A)True
B)False
Q4) Discuss the advantages of pursuing a career in personal selling.
Q5) List and briefly describe each step or phase in personal selling.
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