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COMM 2331 Exam 3 Study Guide

Brian Haberer 60 questions

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Questions in this quiz (60)

  1. 1What is Paid Media?
    1. Acompanies pay to put their media content in front of external audiences, such as commercials, digital ads, and sponsorships
      benefits: scalability, consistency, targeting.
    2. Bcompanies convince external influencers to leverage their own media channel on behalf of the company, such as news articles, blog posts, and word of mouth
      benefits: credibility, preference, search.
    3. Ccompanies engage with external audiences where they have equal control of the message and medium by facebook timelines, tweeting/retweeting, and threatening comments benefits: authenticity, advocacy, cost efficiency.
    4. Dcompanies control these channels and the content on them entirely by websites, brochures, and company blogs
      benefits: control, flexibility, longevity.
  2. 2What is Earned Media?
    1. Acompanies convince external influencers to leverage their own media channel on behalf of the company, such as news articles, blog posts, and word of mouth
      benefits: credibility, preference, search.
    2. Bcompanies pay to put their media content in front of external audiences, such as commercials, digital ads, and sponsorships
      benefits: scalability, consistency, targeting.
    3. CCompanies engage with external audiences where they have equal control of the message and medium by facebook timelines, tweeting/retweeting, and threatening comments benefits: authenticity, advocacy, cost efficiency.
    4. Dcompanies control these channels and the content on them entirely by websites, brochures, and company blogs
      benefits: control, flexibility, longevity.
  3. 3What is Shared Media?
    1. ACompanies engage with external audiences where they have equal control of the message and medium by facebook timelines, tweeting/retweeting, and threatening comments benefits: authenticity, advocacy, cost efficiency.
    2. BCompanies control these channels and the content on them entirely by websites, brochures, and company blogs
      benefits: control, flexibility, longevity.
    3. CCompanies pay to put their media content in front of external audiences, such as commercials, digital ads, and sponsorships
      benefits: scalability, consistency, targeting.
    4. DCompanies convince external influencers to leverage their own media channel on behalf of the company, such as news articles, blog posts, and word of mouth
      benefits: credibility, preference, search.
  4. 4What are some advantages of marketing public relations?
    1. Abreaks through clutter;
      circumvents resistance to sales efforts;
      improved media involvement with customers; creates influence among opinion leaders; improved ROI.
    2. BLower costs to produce and purchase, Good for smaller and niche markets, and Higher receptivity, selectivity, and flexibility.
    3. CSegmentation and selectivity, High receptivity, High information content, Permanence/ Multiple readers and High quality reproduction.
    4. DWell suited to seasonal products or other products that are consumed during certain periods; highly cost effective because we are only advertising when it is important to customers.
  5. 5What are some disadvantages of marketing public relations?
    1. Alack of control over media coverage; difficulty to tie in slogans or other advertising devices/lack of coordination with marketing department; media time and space aren't guaranteed; receiver not making connection to source; no standards for effective measurement.
    2. BHigh costs, potential for overexposure (inefficient), media availability.
    3. CModerately expensive, some overexposure, not appropriate for highly seasonal products.
    4. DMore limited communication and creative options and Has less status and prestige.
  6. 6What is the difference between public relations and publicity?
    1. APublic Relations: Management function which evaluates public attitudes, identifies the policies and procedures for an organization with the public interest, executes a program of action to earn public understanding and acceptance (press releases, conferences, speeches) positive image of you in a community as a citizen or social actor.
    2. BPublic Relations: Generation of news about a person, product, or service that appears in the media (subset of PR); short-term strategy, not always positive, generates outside the firm focuses on leveraging earned and shared media.
    3. CPublicity: Management function which evaluates public attitudes, identifies the policies and procedures for an organization with the public interest, executes a program of action to earn public understanding and acceptance (press releases, conferences, speeches) positive image of you in a community as a citizen or social actor.
    4. DPublicity: Generation of news about a person, product, or service that appears in the media (subset of PR); short-term strategy, not always positive, generates outside the firm focuses on leveraging earned and shared media.
  7. 7 What are the five strategies that are commonly used by brands or organizations to repair their image after a crisis or brand failure?
    1. ADenial: Accused denies the act occurred or shifts the blame.
    2. BEvading Responsibility: Accused attempts to evade responsibility through pleading lack of knowledge or control, “it was an accident” or “was done in response to another poor act”.
    3. CReducing Offensiveness: Accused attempts to reduce the degree of negative feeling experienced by the audience.
    4. DMortification: Admits responsibility and asks for forgiveness
    5. ECorrective Action: Accused claims they will correct the problem; can involve restoring the situation to its prior state or promising to make changes to prevent its occurrence.
    6. FRefutation: Accused denies the act occurred or shifts the blame.
    7. GAvoiding Responsibility: Accused attempts to evade responsibility through pleading lack of knowledge or control, “it was an accident” or “was done in response to another poor act”.
    8. HLimiting Offensiveness: Accused attempts to reduce the degree of negative feeling experienced by the audience.
    9. IHumiliation: Admits responsibility and asks for forgiveness
    10. JCurative Action: Accused claims they will correct the problem; can involve restoring the situation to its prior state or promising to make changes to prevent its occurrence.
  8. 8What is corporate advertising and how does it differ from other types of advertising? What are its primary goals/objectives?
    1. ACorporate Advertising: Extension of Public Relations; doesn’t promote a good or service, but the organization as a whole through image enhancement, assuming a position on an issue or cause, seeks involvement.
    2. BObjectives of Corporate Advertising: Smooth labor relations, established diversified company identity; create a positive image for the firm; communicate an organization’s viewpoint; boost employee morale.
    3. CObjectives of Corporate Advertising: Extension of Public Relations; doesn’t promote a good or service, but the organization as a whole through image enhancement, assuming a position on an issue or cause, seeks involvement.
    4. DCorporate Advertising: Smooth labor relations, established diversified company identity; create a positive image for the firm; communicate an organization’s viewpoint; boost employee morale.
  9. 9What are the main types of corporate advertising and examples (i.e. advocacy, sponsorship, cause-related, image, etc)?
    1. AImage Advertising: Promotes a positive response but sometimes can create a counterimage response.
    2. BEvent Sponsorship: Sporting events, music festivals, arts, cultural events; shows that you are engaging in the community and that a company is supporting things you like.
    3. CAdvocacy Advertising: Propagation of idea and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor (EX: American Heart Association and the American Stroke Association targeting teens to stop smoking (because smoking can cause stroke/heart disease, those two advertiser's causes).
    4. DCause-Related Marketing: Companies link with charities, non-profits, and social causes; financial contributions, donating a percentage of sales of a product (EX: [RED]).
    5. EImage Advertising: Propagation of idea and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor (EX: American Heart Association and the American Stroke Association targeting teens to stop smoking (because smoking can cause stroke/heart disease, those two advertiser's causes).
    6. FEvent-Related Marketing: Companies link with charities, non-profits, and social causes; financial contributions, donating a percentage of sales of a product (EX: [RED]).
  10. 10What are the pros and cons of corporate advertising?
    1. APros of Corporate Advertising: Excellent vehicle for positioning the firm, takes advantage of the benefits derived from Public Relations, reach a select target market.
    2. BPros of Corporate Advertising: Combines the advantages of continuity and flighting; cost effective because you can advertise during peak times, constant reminder to consumer, allows for media priorities. (quality discounts, preferred locations, etc.)
    3. CCons of Corporate Advertising: May have questionable effectiveness, raises questions of constitutionally and ethics, lack of customer interest.
    4. DCons of Corporate Advertising: High costs, potential for overexposure (inefficient), media availability.

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Quiz on COMM 2331 Exam 3 Study Guide, created by Brian Haberer on 04/12/2019.
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