Chapter 13: Public Relations, Influencer Marketing, Social Media, and Corporate Advertising
1. Unpaid-for-media exposure about a firms activities or products and services is
a. Publicity
b. Illegal
c. Influencer Marketing
d. Fraud
e. Viral Marketing
2. Buzz Marketing is defined as
a. Overload of information
b. Creation of events or experiences that yield conversations that include the brand or product
c. An overwhelming IMC
d. Marketing bees
e. None of the above
3. Which of the following is not a component of a PR plan?
a. Situation Analysis
b. Program Objectives
c. PR Strategies
d. Message Content
e. Program Rationale
4. What is an example of a communication vehicle?
a. Press Release
b. Interviews
c. Newsletters
d. Tool used to implement the PR plan
e. All of the above
5. What is the process of consumers marketing to consumers over the Internet through word-ofmouth?
a. Viral Marketing
b. Advocacy Advertising
c. IMC Campaign
d. Public Relations Audit
e. None of the above
6. Which of the following is not one of the six primary objectives of Public Relations
a. Promoting Goodwill
b. Preparing Internal Communications
c. Counteracting Negative Publicity
d. Spin
e. Giving Advice and Counsel
7. A public relations strategy takes an offensive posture in the public relations process is:
a. Controlled
b. Leisurely
c. Overbearing
d. Proactive
e. Reactive
8. Which of the following is not an application of social media?
a. Social Networking
b. Business Networking
c. Social “Stalking”
d. Works Sharing Sites
e. Blogs
9. What promotional tool can be used to provide damage control in response to bad publicity?
a. Public Relations
b. Influencer Marketing
c. Social Media
d. Corporate Advertising
e. News Media
10. Social media allows consumers to:
a. Post product reviews
b. Provide customer feedback
c. Collaborate with others
d. All of the above
e. None of the above
1.A
2.B
3.C
4.E
5.A
6.D
7.D
8.C
9.A
10.D