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1. “Free” media exposure about a firm’s activities or brands is called what?
a. Publicity
b. Corporate advertising
c. Public Relations
d. Buzz Marketing
2. Corporate communication efforts that embrace a cause or a program in support of the
environment are known as what?
a. Public Relations
b. Advocacy Advertising
c. Green Marketing
d. Cause-Related Marketing
3. Which of these is not a type of Corporate Advertising?
a. Image Advertising
b. Advocacy Advertising
c. Viral Marketing
d. Cause-Related Marketing
4. All of the following are Public Relations tools except..?
a. Press Releases
b. Company Newsletters
c. Public protests
d. Sponsored Events
5. Product placement media include all of the following EXCEPT:
a. Television
b. Movies
c. Hamburger
d. Video Games
6. Challenges to product placement and branded entertainment include all of the following EXCEPT:
a. Oversaturation
b. Unpredictability
c. Undersaturation
d. Conflict with entertainment media
7. Brand builders want to _____ to their consumers.
a. Deceive
b. Understand
c. CONNECT
d. Build
8. Which of the following is not a challenge for product placement and brand entertainment?
a. Oversaturation
b. Unpredictable
c. There are no challenges
d. Need for disclosure
9. The process of consumers marketing to consumers via web such as (via blogs, or forwarding YouTube
links) or through personal contact stimulated by firm marketing a brand is?
a. Buzz Marketing
b. Green Marketing
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c. Viral Marketing
d. Cause-Related Marketing
10. Which of these is not on an event checklist
a. Integrating your event sponsorship with your other brand communications
b. Deliver a few key messages, and repeating them often
c. Picking an icon with a checkered past that may dilute your image
d. Picking an event that matches your brand
Ch. 13 Quiz
1. The firm’s _______ function seeks to highlight positive elements like
outstanding quarterly sales and profits (to stock holders) or noteworthy community
service programs (to government entities and the general public).
A. Influencer Marketing
B. Social Media
C. Corporate Advertising
D. Public Relations
2. Which one of these is a public relations objective?
A. Promoting goodwill
B. Lobbying
C. Giving advice and counsel
D. All of the above
3. Which of the following is not one of the five Ts of peer-to-peer influence?
A. Talkers
B. Tracking
C. Topics
D. Trialing
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4. What is the term for essentially “free” media exposure about a firm’s activities
or brands?
A. Strategy
B. Public relations
C. Integration
D. Publicity
5. Over which of the following PR tools marketers don’t have control on how
media use the message?
A. Press Release & Sponsored Events
B. Company Newsletters & Publicity
C. Features Stories & Interviews and Press Conferences
D. Press Release & Publicity
6. When Steve Jobs has big news about a new Apple product he typically uses
which of the following PR tools?
A. Company Newsletters
B. Sponsored Events
C. Press Releases
D. Interviews and Press Conferences
7. Corporate communication efforts that embrace a cause or a program in support
of the environment are popularly known as __________________.
A. Image advertising
B. Advocacy advertising
C. Cause-related marketing
D. Green marketing
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8. Public relations audit and identification of vulnerabilities are two steps that help
firms implement a ___________ public relations strategy.
A. Proactive
B. Marketing
C. Integrated
D. Reactive
9. Which one of the following is a component of a PR Plan?
A. Situation analysis
B. Program rationale
C. Communication vehicles
D. All of the above
10. Blogs or forwarding YouTube links are types of ______ marketing?
A. Buzz
B. Brand
C. Image
D. Viral
Answers: 1) D 2) D 3) D 4) D 5) D 6) D 7) D 8) D 9) D 10) D
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