Lecture 10: Public Relations, Publicity & Personal Selling

Question 1 of 26

1

What is public relations?

Select one of the following:

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.

Explanation

Question 2 of 26

1

What are the roles of TRADITIONAL PR?

Select one or more of the following:

Maintain mutually beneficial relationships between the organization and its publics
Work together with the marketing department
Act as a management communications function
Contribute to the IMC process in a way that is consistent with marketing goals

Explanation

Question 3 of 26

1

What are the roles of NEW PR?

Select one or more of the following:

Contribute to the IMC process in a way that is consistent with marketing goals
Work together with the marketing department
Maintain mutually beneficial relationships between the organization and its publics
Act as a management communications function

Explanation

Question 4 of 26

1

The audiences of public relations include:

Select one or more of the following:

Employees of the firm; Suppliers; Print and broadcast media
Educators; Civic and business organisations; Governments; Financial groups
Customers; Community members

Explanation

Question 5 of 26

1

The nature of Public Relations is

Select one of the following:

Proactive or Reactive
Exclusive or Public
Event-related or cause related
Relevant and Consistent

Explanation

Question 6 of 26

1

Examples of Proactive Public Relations are

Select one or more of the following:

Product releases
Responding to defects
Statement releases
Feature articles
Responding to failures
Product tampering

Explanation

Question 7 of 26

1

Examples of Reactive Public Relations are

Select one or more of the following:

Responding to defects
Responding to failures
Product Tampering
Product releases
Statement releases
Feature articles

Explanation

Question 8 of 26

1

What are the key MPR (Marketing Public Relations) Functions?

Select one or more of the following:

Creating advertising news where there is no product news
Building marketplace excitement before media advertising breaks
Introduce a product with little or no advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influentials/providing information to opinion leaders
Defending products at risk and giving customers a reason to buy
Recommending a way to satisfy customer's needs and wants
Develop a long-term, cost-effective link with individual customers for mutual benefit
Following up and servicing accounts

Explanation

Question 9 of 26

1

What are the key public relations tools?

Select one or more of the following:

Press releases and conferences
Exclusives
Interviews
Community involvement
The internet
Word-of-Mouth
Two-way interaction

Explanation

Question 10 of 26

1

One PR method is community sponsorships.

Select one of the following:

True
False

Explanation

Question 11 of 26

1

Fill the blank spaces to complete the text.

Two types of community sponsorships are sponsorships and sponsorships

Explanation

Question 12 of 26

1

Advantages of Public Relations

Select one of the following:

Credibility, Cost, Avoidance of clutter, lead generation, selectivity, image building
Two-way interaction, tailoring to recipient, prospect unlikely to be distracted, seller involved in purchase decision, source of research information
substantial credibility, news value, significant word or mouth, perception of endorsement by media
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.

Explanation

Question 13 of 26

1

Disadvantages of public relations

Select one of the following:

potential for incomplete communication processes and lack of coordination within the marketing unit
less flexibility, less objectivity and less experience
waste coverage, limited message capabilities, wear out, costs and measurement problems
highly fragmented markets, timeliness, lack of creativity, long lead times, clutter and size requirements

Explanation

Question 14 of 26

1

What are the key methods to measure the effectiveness of PR?

Select one or more of the following:

Media content analysis
Survey research
Marketing-mix modelling
Recall and retention
Tracking
ROI

Explanation

Question 15 of 26

1

What is publicity?

Select one of the following:

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.

Explanation

Question 16 of 26

1

Publicity differs from public relations as publicity is

Select one of the following:

a short-term strategy that is not always positive or controlled/paid by the organisation/individual
a long-term strategy that is usually positive and controlled by the organisation/individual
a long-term strategy that is not always positive or being controlled or paid by the organisation/individual
a short-term strategy that is not always negative or and is controlled and free always

Explanation

Question 17 of 26

1

The public relations program developed by Lotus HAL looks to evaluate PR using

Select one of the following:

total number of impressions, percentage of positive/negative articles, ratio of positive to negative articles
total number of recognitions, percentage of sales and ratio of positive to negative articles
total number of sales, percentage of positive to negative articles and number of recognitions

Explanation

Question 18 of 26

1

The advantages of publicity are:

Select one of the following:

substantial credibility, news value, significant word of mouth, perception of endorsement by media
control, timing, accuracy/reflection of the true brand
two-way interaction, tailoring to recipient, less distractions
consistency, costs and reach

Explanation

Question 19 of 26

1

What are the disadvantages of publicity

Select one of the following:

credibility, news value, word of mouth, perception of endorsement by media
lack of control, timing, inaccuracy/omission/distortion
inconsistent messages, high costs, limited reach
not completing the communications process and coordination with marketing effort

Explanation

Question 20 of 26

1

What is Personal Selling?

Select one of the following:

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.
Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
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

Explanation

Question 21 of 26

1

What are the responsibilities of personal selling?

Select one or more of the following:

Locating prospective customers
Determining customers’ needs and wants
Recommending a way to satisfy them
Demonstrating capabilities of the product
Closing the sale
Following up and servicing the account
Building marketplace excitement before media advertising breaks
Creating advertising news where there is no product news
Introduce a product with little or no advertising

Explanation

Question 22 of 26

1

What are the advantages of personal selling?

Select one of the following:

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
consistency in message, management-sales force cohesion, costs, reach
credibility, cost, avoidance of clutter, lead generation, specific group targeting, image building
news value, significant word-of-mouth, credibility, perception of endorsement

Explanation

Question 23 of 26

1

What are the disadvantages of personal selling

Select one of the following:

one way interaction, message can't be tailored, people likely to be distracted, seller not involved with purchase decision
messages may be inconsistent, may be management-sales force conflict, cost is high, reach may be limited, ethical problems
low credibility, clutter, costs, generation of new sales, ability to reach specific groups
measurement problems, deception, privacy, poor reach

Explanation

Question 24 of 26

1

What is Content Marketing?

Select one of the following:

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
Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship
Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
Interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location.

Explanation

Question 25 of 26

1

Select from the dropdown lists to complete the text.

While Content Marketing strengthens a company's ( owned media, earned media ) channels, Public Relations strengthens ( earned media, owned media ) to strengthen exposure.

Explanation

Question 26 of 26

1

Public Relations and Content Marketing work towards the same goals - to increase brand awareness, educate their audiences and strengthen customer loyalty.

Select one of the following:

True
False

	Created by Sarah Bowe about 7 years ago

Public Relations, Publicity and Personal Selling

Lecture 10: Public Relations, Publicity & Personal Selling

Question 1 of 26

What is public relations?

Select one of the following:

Explanation

Question 2 of 26

What are the roles of TRADITIONAL PR?

Select one or more of the following:

Explanation

Question 3 of 26

What are the roles of NEW PR?

Select one or more of the following:

Explanation

Question 4 of 26

The audiences of public relations include:

Select one or more of the following:

Explanation

Question 5 of 26

The nature of Public Relations is

Select one of the following:

Explanation

Question 6 of 26

Examples of Proactive Public Relations are

Select one or more of the following:

Explanation

Question 7 of 26

Examples of Reactive Public Relations are

Select one or more of the following:

Explanation

Question 8 of 26

What are the key MPR (Marketing Public Relations) Functions?

Select one or more of the following:

Explanation

Question 9 of 26

What are the key public relations tools?

Select one or more of the following:

Explanation

Question 10 of 26

One PR method is community sponsorships.

Select one of the following:

Explanation

Question 11 of 26

Fill the blank spaces to complete the text.

Two types of community sponsorships are sponsorships and sponsorships

Explanation

Question 12 of 26

Advantages of Public Relations

Select one of the following:

Explanation

Question 13 of 26

Disadvantages of public relations

Select one of the following:

Explanation

Question 14 of 26

What are the key methods to measure the effectiveness of PR?

Select one or more of the following:

Explanation

Question 15 of 26

What is publicity?

Select one of the following:

Explanation

Question 16 of 26

Publicity differs from public relations as publicity is

Select one of the following:

Explanation

Question 17 of 26

The public relations program developed by Lotus HAL looks to evaluate PR using

Select one of the following:

Explanation

Question 18 of 26

The advantages of publicity are:

Select one of the following:

Explanation

Question 19 of 26

What are the disadvantages of publicity

Select one of the following:

Explanation

Question 20 of 26

What is Personal Selling?

While Content Marketing strengthens a company's ( owned media, earned media ) channels, Public Relations strengthens ( earned media, owned media ) to strengthen exposure.