10798445
Descripción
Test por Sarah Bowe, actualizado hace más de 1 año
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Creado por Sarah Bowe
hace más de 6 años
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Pregunta 1
Pregunta
What is public relations?
Respuesta
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A management function which manages & controls a program of action to earn public understanding and acceptance.
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A communication function designed to build the relationship between the customer and the brand.
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Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship.
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A 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.
Pregunta 2
Pregunta
What are the roles of TRADITIONAL PR?
Respuesta
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Maintain mutually beneficial relationships between the organization and its publics
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Work together with the marketing department
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Act as a management communications function
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Contribute to the IMC process in a way that is consistent with marketing goals
Pregunta 3
Pregunta
What are the roles of NEW PR?
Respuesta
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Contribute to the IMC process in a way that is consistent with marketing goals
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Work together with the marketing department
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Maintain mutually beneficial relationships between the organization and its publics
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Act as a management communications function
Pregunta 4
Pregunta
The audiences of public relations include:
Respuesta
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Employees of the firm; Suppliers; Print and broadcast media
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Educators; Civic and business organisations; Governments; Financial groups
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Customers; Community members
Pregunta 5
Pregunta
The nature of Public Relations is
Respuesta
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Proactive or Reactive
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Exclusive or Public
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Event-related or cause related
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Relevant and Consistent
Pregunta 6
Pregunta
Examples of Proactive Public Relations are
Respuesta
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Product releases
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Responding to defects
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Statement releases
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Feature articles
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Responding to failures
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Product tampering
Pregunta 7
Pregunta
Examples of Reactive Public Relations are
Respuesta
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Responding to defects
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Responding to failures
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Product Tampering
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Product releases
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Statement releases
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Feature articles
Pregunta 8
Pregunta
What are the key MPR (Marketing Public Relations) Functions?
Respuesta
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Creating advertising news where there is no product news
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Building marketplace excitement before media advertising breaks
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Introduce a product with little or no advertising
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Providing a value-added customer service
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Building brand-to-customer bonds
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Influencing the influentials/providing information to opinion leaders
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Defending products at risk and giving customers a reason to buy
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Recommending a way to satisfy customer's needs and wants
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Develop a long-term, cost-effective link with individual customers for mutual benefit
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Following up and servicing accounts
Pregunta 9
Pregunta
What are the key public relations tools?
Respuesta
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Press releases and conferences
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Exclusives
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Interviews
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Community involvement
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The internet
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Word-of-Mouth
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Two-way interaction
Pregunta 10
Pregunta
One PR method is community sponsorships.
Respuesta
- True
- False
Pregunta 11
Pregunta
Two types of community sponsorships are [blank_start]event[blank_end] sponsorships and [blank_start]cause-related[blank_end] sponsorships
Respuesta
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event
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cause-related
Pregunta 12
Pregunta
Advantages of Public Relations
Respuesta
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Credibility, Cost, Avoidance of clutter, lead generation, selectivity, image building
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Two-way interaction, tailoring to recipient, prospect unlikely to be distracted, seller involved in purchase decision, source of research information
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substantial credibility, news value, significant word or mouth, perception of endorsement by media
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economies of scale in production and distribution, lower costs with less planning and control, lower advertising costs, ability o exploit good ideas, consistent international brand.
Pregunta 13
Pregunta
Disadvantages of public relations
Respuesta
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potential for incomplete communication processes and lack of coordination within the marketing unit
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less flexibility, less objectivity and less experience
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waste coverage, limited message capabilities, wear out, costs and measurement problems
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highly fragmented markets, timeliness, lack of creativity, long lead times, clutter and size requirements
Pregunta 14
Pregunta
What are the key methods to measure the effectiveness of PR?
Respuesta
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Media content analysis
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Survey research
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Marketing-mix modelling
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Recall and retention
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Tracking
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ROI
Pregunta 15
Pregunta
What is publicity?
Respuesta
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A management function which manages & controls a program of action to earn public understanding and acceptance.
-
A communication function designed to build the relationship between the customer and the brand.
-
Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship.
-
A 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.
Pregunta 16
Pregunta
Publicity differs from public relations as publicity is
Respuesta
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a short-term strategy that is not always positive or controlled/paid by the organisation/individual
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a long-term strategy that is usually positive and controlled by the organisation/individual
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a long-term strategy that is not always positive or being controlled or paid by the organisation/individual
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a short-term strategy that is not always negative or and is controlled and free always
Pregunta 17
Pregunta
The public relations program developed by Lotus HAL looks to evaluate PR using
Respuesta
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total number of impressions, percentage of positive/negative articles, ratio of positive to negative articles
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total number of recognitions, percentage of sales and ratio of positive to negative articles
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total number of sales, percentage of positive to negative articles and number of recognitions
Pregunta 18
Pregunta
The advantages of publicity are:
Respuesta
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substantial credibility, news value, significant word of mouth, perception of endorsement by media
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control, timing, accuracy/reflection of the true brand
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two-way interaction, tailoring to recipient, less distractions
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consistency, costs and reach
Pregunta 19
Pregunta
What are the disadvantages of publicity
Respuesta
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credibility, news value, word of mouth, perception of endorsement by media
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lack of control, timing, inaccuracy/omission/distortion
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inconsistent messages, high costs, limited reach
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not completing the communications process and coordination with marketing effort
Pregunta 20
Pregunta
What is Personal Selling?
Respuesta
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A 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.
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Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
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Is a management function which manages & controls a program of action to earn public understanding & acceptance
-
Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship
Pregunta 21
Pregunta
What are the responsibilities of personal selling?
Respuesta
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Locating prospective customers
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Determining customers’ needs and wants
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Recommending a way to satisfy them
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Demonstrating capabilities of the product
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Closing the sale
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Following up and servicing the account
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Building marketplace excitement before media advertising breaks
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Creating advertising news where there is no product news
-
Introduce a product with little or no advertising
Pregunta 22
Pregunta
What are the advantages of personal selling?
Respuesta
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two-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
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consistency in message, management-sales force cohesion, costs, reach
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credibility, cost, avoidance of clutter, lead generation, specific group targeting, image building
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news value, significant word-of-mouth, credibility, perception of endorsement
Pregunta 23
Pregunta
What are the disadvantages of personal selling
Respuesta
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one way interaction, message can't be tailored, people likely to be distracted, seller not involved with purchase decision
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messages may be inconsistent, may be management-sales force conflict, cost is high, reach may be limited, ethical problems
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low credibility, clutter, costs, generation of new sales, ability to reach specific groups
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measurement problems, deception, privacy, poor reach
Pregunta 24
Pregunta
What is Content Marketing?
Respuesta
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a 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
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Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship
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Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
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Interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location.
Pregunta 25
Pregunta
While 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.
Respuesta
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earned media
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owned media
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owned media
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earned media
Pregunta 26
Pregunta
Public Relations and Content Marketing work towards the same goals - to increase brand awareness, educate their audiences and strengthen customer loyalty.
Respuesta
- True
- False
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