Public Relations and Corporate Communication Exam Materials
Course Introduction
This course offers a comprehensive introduction to the theories, principles, and practices of public relations and corporate communication. Students will explore the strategic role these functions play within organizations to manage relationships with various stakeholders, build and protect organizational reputation, and communicate effectively during both routine and crisis situations. The curriculum covers media relations, corporate social responsibility, employee communication, branding, and digital communication strategies, providing practical skills for crafting compelling messages, managing communication channels, and evaluating campaign effectiveness. Through case studies and hands-on projects, students will develop the ability to design and implement communication plans that support organizational objectives and foster public trust.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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2
Chapter 1: Integrated Marketing Communications
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Sample Questions
Q1) Define GIMC. Why is GIMC important?
Answer: GIMC is globally integrated marketing communications. It is important because most companies compete in an international arena.
Q2) Retailers control shelf allocations and have access to purchase data. This means retailers determine:
A)what products and brands are placed on stores shelves.
B)what marketing tools manufacturers use.
C)who has the power in the distribution channel.
D)what products manufacturers produce.
Answer: A
Q3) Describe contact points.
Answer: A contact point is any place in which the customer may interact with or acquire information about a firm. This would include advertising, service departments, personal selling situations, and phone calls or internet inquiries to the company.
Q4) What are the IMC components?
Answer: The components are: IMC foundation, advertising, digital and alternative, selling, and integration.
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3
Chapter 2: Corporate Image and Brand Management
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204 Flashcards
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Sample Questions
Q1) In making decisions about the image to be projected, it will be the easiest for marketers to:
A)rejuvenate an image that is consistent with consumer's current view of the brand.
B)reinforce an image that is not consistent with a consumer's current view of the brand.
C)develop a new image for a new brand.
D)revert to an earlier image of the brand.
Answer: A
Q2) A brand extension is the use of a new brand name to identify an old product.
A)True
B)False
Answer: False
Q3) A brand extension is:
A)a group of related core products sold under one name.
B)the creation of a logo which further explains the brand.
C)the design of a public relations campaign to support a brand.
D)using an established brand name on goods or services not related to the core brand.
Answer: D
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4
Chapter 3: Buyer Behaviors
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210 Flashcards
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Sample Questions
Q1) Strong brands are not as important in the global market because price is often the deciding factor.
A)True
B)False
Answer: False
Q2) In new task purchasing situations, members of the buying center tend to go through all of the steps of the business-to-business buying process.
A)True
B)False
Answer: True
Q3) Which model of evaluation of alternatives suggests that consumers buy brands they like best or connect with emotionally?
A)Cognitive mapping
B)Multiattribute
C)Affect referral
D)Evoked-set
Answer: C
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Page 5
Chapter 4: The Imc Planning Process
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Sample Questions
Q1) The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:
A)gender.
B)age.
C)income.
D)ethnicity.
Q2) Service companies tend to spend more on which type of marketing than manufacturers?
A)Media advertising
B)Trade promotions
C)Consumer promotions
D)Direct marketing
Q3) Which type of schedule in allocating a marketing communications budget would best match a company such as General Electric that sells kitchen appliances?
A)Flighting
B)Continuous
C)Payout
D)Pulsating
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Page 6
Chapter 5: Advertising Management
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Sample Questions
Q1) The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.
A)True
B)False
Q2) Name the components of the hierarchy of effects model and explain why it is an important theory in advertising.
Q3) In a creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of:
A)disclaimer.
B)message theme.
C)support.
D)constraint.
Q4) Name and describe other types of agencies that serve client firms, besides advertising agencies.
Q5) Each of the following is a component of a creative brief except:
A)stating which media will be used in the campaign.
B)the objective of the campaign.
C)the target market for the campaign.
D)outlining the message theme.
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Chapter 6: Advertising Design
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280 Flashcards
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Sample Questions
Q1) Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.
A)True
B)False
Q2) In terms of attitude formation, the sequence being used with a cognitive message strategy is:
A)affective conative cognitive.
B)conative cognitive affective.
C)cognitive conative affective.
D)cognitive affective conative.
Q3) Low levels of fear in an ad may not create feelings of severity or vulnerability.
A)True
B)False
Q4) The fantasy executional framework relies on:
A)raw sex and nudity.
B)comparisons of product features.
C)suggestiveness.
D)cognitive thought processes.
Q5) What is a scarcity ad? How is scarcity created?
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Chapter 7: Traditional Media Channels
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226 Verified Questions
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Sample Questions
Q1) A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.
A)True
B)False
Q2) Effectiveness in buying media time and space is dependent on each of the following factors except:
A)agency culture and track record.
B)relationship between the agency and the medium's sales representative.
C)size of the agency.
D)creativity of the media buyer.
Q3) CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.
A)True
B)False
Q4) What are the primary benefits of out-of-home advertising? The primary problems?
Q5) Part of a media planner's job is to gather facts about various media.
A)True
B)False
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Chapter 8: Digital Marketing
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215 Flashcards
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Sample Questions
Q1) Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is:
A)audience targeting.
B)geo-aware advertising.
C)geo-fencing.
D)behavioral targeting.
Q2) Marketing on cell phones and smartphones is which type of marketing?
A)Passive
B)Active
C)Mobile
D)Customer-driven
Q3) A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are which type of incentive?
A)Quality
B)Financial
C)Convenience
D)Value-based
Q4) Identify the various types of mobile marketing strategies.
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Chapter 9: Social Media
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186 Flashcards
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Sample Questions
Q1) The website or social media site most likely to influence purchases is:
A)brand websites.
B)blogs.
C)retail websites.
D)Facebook.
Q2) Which social media network limits messages to 140 characters?
A)Facebook
B)Instagram
C)Pinterest
D)Twitter
Q3) Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of:
A)a value-added incentive.
B)a financial incentive.
C)creating a brand advocate.
D)a contest.
Q4) Describe influencer marketing.
Q5) Give a broad overview of Facebook and its appeal to marketers.
Q6) Describe the term "social media."
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.
A)True
B)False
Q2) Point-of-purchase displays are highly effective for:
A)pull-demand strategies.
B)brand parity situations.
C)increasing sales.
D)reciprocation tactics.
Q3) What is experiential marketing?
Q4) Of the following age groups, which one is most receptive to product placements and branded entertainment?
A)15-34
B)35-49
C)50-64
D)65+
Q5) The majority of purchase decisions are made in retail stores.
A)True
B)False
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) The two primary metrics in customer relationship management (CRM)programs are:
A)data-driven communications and data-driven marketing programs.
B)lifetime value and customer cluster analysis.
C)data mining and data coding.
D)lifetime value of customers and share of customer.
Q2) List the tasks associated with databased marketing.
Q3) Define lifetime value. How is it determined?
Q4) With a permission marketing program, customer permission is normally obtained:
A)through third-party marketing research firms.
B)when customers make an online purchase.
C)by providing an incentive, such as a free gift, a coupon, or entry into a sweepstakes.
D)by using cookies obtained from the individual's visit to the website.
Q5) Direct response marketing is selling products to customers without the use of other channel members.
A)True
B)False
Q6) Identify the steps in the selling process.
Q8) Discuss the concept of data-driven communication. Page 13
Q7) Describe geocoding, customer clusters, and location-data tracking.
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Page 14
Chapter 12: Sales Promotions
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Sample Questions
Q1) To encourage consumers to continue playing a contest, the intrinsic value of prizes can be steadily increased by allowing small, incremental rewards.
A)True
B)False
Q2) Cooperative merchandising agreements are popular with manufacturers because the retailer performs a marketing function in order to receive an allowance or incentive.
A)True
B)False
Q3) A "write our new slogan" event that awards a prize to the winner is a(n):
A)contest.
B)sweepstakes.
C)premium.
D)illegal activity.
Q4) The primary goal of contests and sweepstakes is to encourage brand switching behavior.
A)True
B)False
Q5) How can a company build a successful premium program?
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Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) A person or group with a vested interest in a firm's well-being is a(n):
A)stakeholder.
B)arbitrator.
C)foreign government.
D)media buyer.
Q2) While consumers favor green marketing and environmentally safe products, actual purchases only occur when all things are considered equal, such as price, quality, convenience, and performance.
A)True
B)False
Q3) The human resource department of a company plays a vital role in preparing effective internal public relations messages.
A)True
B)False
Q4) Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.
A)True
B)False
Q5) What is green marketing and what approaches can a firm use in green marketing?
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) Hedonism is the natural craving for balance in one's life.
A)True
B)False
Q2) Identify the primary concerns and criticisms of advertising.
Q3) Concerns and criticisms regarding advertising include the following except advertising:
A)causes people to buy more than they can afford.
B)leads to socialism.
C)overemphasizes materialism.
D)increases the costs of goods and services.
Q4) Words such as "best," "greatest," and "finest" used in advertising are examples of:
A)deceptive advertising.
B)misleading advertising.
C)standard industry practices.
D)puffery.
Q5) The Federal Communications Commission holds jurisdiction over the content of advertisements transmitted by mass media.
A)True
B)False
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):
A)respondent behavior evaluation.
B)online evaluation metric.
C)message evaluation.
D)message synthesis.
Q2) Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.
A)True
B)False
Q3) All of the following are common measures of the overall health of a company except:
A)physical and financial resources.
B)profitability.
C)manager performance and development.
D)level of brand equity.
Q4) What is sales funnel efficiency?
Q5) What are the three broad categories of evaluation tools used to evaluate IMC systems?
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