Quiz
Lecture 10: Public Relations, Publicity & Personal Selling
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1What is public relations?
- AA management function which manages & controls a program of action to earn public understanding and acceptance.
- BA communication function designed to build the relationship between the customer and the brand.
- CNonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship.
- DA form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea.
2What are the roles of TRADITIONAL PR?
- AMaintain mutually beneficial relationships between the organization and its publics
- BWork together with the marketing department
- CAct as a management communications function
- DContribute to the IMC process in a way that is consistent with marketing goals
3What are the roles of NEW PR?
- AContribute to the IMC process in a way that is consistent with marketing goals
- BWork together with the marketing department
- CMaintain mutually beneficial relationships between the organization and its publics
- DAct as a management communications function
4The audiences of public relations include:
- AEmployees of the firm; Suppliers; Print and broadcast media
- BEducators; Civic and business organisations; Governments; Financial groups
- CCustomers; Community members
5The nature of Public Relations is
- AProactive or Reactive
- BExclusive or Public
- CEvent-related or cause related
- DRelevant and Consistent
6Examples of Proactive Public Relations are
- AProduct releases
- BResponding to defects
- CStatement releases
- DFeature articles
- EResponding to failures
- FProduct tampering
7Examples of Reactive Public Relations are
- AResponding to defects
- BResponding to failures
- CProduct Tampering
- DProduct releases
- EStatement releases
- FFeature articles
8What are the key MPR (Marketing Public Relations) Functions?
- ACreating advertising news where there is no product news
- BBuilding marketplace excitement before media advertising breaks
- CIntroduce a product with little or no advertising
- DProviding a value-added customer service
- EBuilding brand-to-customer bonds
- FInfluencing the influentials/providing information to opinion leaders
- GDefending products at risk and giving customers a reason to buy
- HRecommending a way to satisfy customer's needs and wants
- IDevelop a long-term, cost-effective link with individual customers for mutual benefit
- JFollowing up and servicing accounts
9What are the key public relations tools?
- APress releases and conferences
- BExclusives
- CInterviews
- DCommunity involvement
- EThe internet
- FWord-of-Mouth
- GTwo-way interaction
10One PR method is community sponsorships.
- ATrue
- BFalse
11Two types of community sponsorships are [blank_start]event[blank_end] sponsorships and [blank_start]cause-related[blank_end] sponsorships
- Aevent
- Bcause-related
12Advantages of Public Relations
- ACredibility, Cost, Avoidance of clutter, lead generation, selectivity, image building
- BTwo-way interaction, tailoring to recipient, prospect unlikely to be distracted, seller involved in purchase decision, source of research information
- Csubstantial credibility, news value, significant word or mouth, perception of endorsement by media
- Deconomies of scale in production and distribution, lower costs with less planning and control, lower advertising costs, ability o exploit good ideas, consistent international brand.
13Disadvantages of public relations
- Apotential for incomplete communication processes and lack of coordination within the marketing unit
- Bless flexibility, less objectivity and less experience
- Cwaste coverage, limited message capabilities, wear out, costs and measurement problems
- Dhighly fragmented markets, timeliness, lack of creativity, long lead times, clutter and size requirements
14What are the key methods to measure the effectiveness of PR?
- AMedia content analysis
- BSurvey research
- CMarketing-mix modelling
- DRecall and retention
- ETracking
- FROI
15What is publicity?
- AA management function which manages & controls a program of action to earn public understanding and acceptance.
- BA communication function designed to build the relationship between the customer and the brand.
- CNonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship.
- DA form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea.
16Publicity differs from public relations as publicity is
- Aa short-term strategy that is not always positive or controlled/paid by the organisation/individual
- Ba long-term strategy that is usually positive and controlled by the organisation/individual
- Ca long-term strategy that is not always positive or being controlled or paid by the organisation/individual
- Da short-term strategy that is not always negative or and is controlled and free always
17The public relations program developed by Lotus HAL looks to evaluate PR using
- Atotal number of impressions, percentage of positive/negative articles, ratio of positive to negative articles
- Btotal number of recognitions, percentage of sales and ratio of positive to negative articles
- Ctotal number of sales, percentage of positive to negative articles and number of recognitions
18The advantages of publicity are:
- Asubstantial credibility, news value, significant word of mouth, perception of endorsement by media
- Bcontrol, timing, accuracy/reflection of the true brand
- Ctwo-way interaction, tailoring to recipient, less distractions
- Dconsistency, costs and reach
19What are the disadvantages of publicity
- Acredibility, news value, word of mouth, perception of endorsement by media
- Black of control, timing, inaccuracy/omission/distortion
- Cinconsistent messages, high costs, limited reach
- Dnot completing the communications process and coordination with marketing effort
20What is Personal Selling?
- AA form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea.
- BThose marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
- CIs a management function which manages & controls a program of action to earn public understanding & acceptance
- DNonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship
21What are the responsibilities of personal selling?
- ALocating prospective customers
- BDetermining customers’ needs and wants
- CRecommending a way to satisfy them
- DDemonstrating capabilities of the product
- EClosing the sale
- FFollowing up and servicing the account
- GBuilding marketplace excitement before media advertising breaks
- HCreating advertising news where there is no product news
- IIntroduce a product with little or no advertising
22What are the advantages of personal selling?
- Atwo-way interaction with prospect, message can be tailored to recipient, prospect isn't likely to be distracted, seller involved in purchase decision, source of research information
- Bconsistency in message, management-sales force cohesion, costs, reach
- Ccredibility, cost, avoidance of clutter, lead generation, specific group targeting, image building
- Dnews value, significant word-of-mouth, credibility, perception of endorsement
23What are the disadvantages of personal selling
- Aone way interaction, message can't be tailored, people likely to be distracted, seller not involved with purchase decision
- Bmessages may be inconsistent, may be management-sales force conflict, cost is high, reach may be limited, ethical problems
- Clow credibility, clutter, costs, generation of new sales, ability to reach specific groups
- Dmeasurement problems, deception, privacy, poor reach
24What is Content Marketing?
- Aa strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action
- BNonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship
- CThose marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
- DInteractive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location.
25While Content Marketing strengthens a company's [blank_start]owned media[blank_end] channels, Public Relations strengthens [blank_start]earned media[blank_end] to strengthen exposure.
- Aearned media
- Bowned media
- Cowned media
- Dearned media
26Public Relations and Content Marketing work towards the same goals - to increase brand awareness, educate their audiences and strengthen customer loyalty.
- ATrue
- BFalse
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- Public Relations, Publicity and Personal Selling
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- Deleted user
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- Created on 15 Oct 2017 · updated on 15 Oct 2017
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