Sarah Bowe
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Public Relations, Publicity and Personal Selling

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Sarah Bowe
Creado por Sarah Bowe hace casi 7 años
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Lecture 10: Public Relations, Publicity & Personal Selling

Pregunta 1 de 26

1

What is public relations?

Selecciona una de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 2 de 26

1

What are the roles of TRADITIONAL PR?

Selecciona una o más de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 3 de 26

1

What are the roles of NEW PR?

Selecciona una o más de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 4 de 26

1

The audiences of public relations include:

Selecciona una o más de las siguientes respuestas posibles:

  • Employees of the firm; Suppliers; Print and broadcast media

  • Educators; Civic and business organisations; Governments; Financial groups

  • Customers; Community members

Explicación

Pregunta 5 de 26

1

The nature of Public Relations is

Selecciona una de las siguientes respuestas posibles:

  • Proactive or Reactive

  • Exclusive or Public

  • Event-related or cause related

  • Relevant and Consistent

Explicación

Pregunta 6 de 26

1

Examples of Proactive Public Relations are

Selecciona una o más de las siguientes respuestas posibles:

  • Product releases

  • Responding to defects

  • Statement releases

  • Feature articles

  • Responding to failures

  • Product tampering

Explicación

Pregunta 7 de 26

1

Examples of Reactive Public Relations are

Selecciona una o más de las siguientes respuestas posibles:

  • Responding to defects

  • Responding to failures

  • Product Tampering

  • Product releases

  • Statement releases

  • Feature articles

Explicación

Pregunta 8 de 26

1

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

Selecciona una o más de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 9 de 26

1

What are the key public relations tools?

Selecciona una o más de las siguientes respuestas posibles:

  • Press releases and conferences

  • Exclusives

  • Interviews

  • Community involvement

  • The internet

  • Word-of-Mouth

  • Two-way interaction

Explicación

Pregunta 10 de 26

1

One PR method is community sponsorships.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 11 de 26

1

Rellena los espacios en blanco para completar el texto.

Two types of community sponsorships are sponsorships and sponsorships

Explicación

Pregunta 12 de 26

1

Advantages of Public Relations

Selecciona una de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 13 de 26

1

Disadvantages of public relations

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 14 de 26

1

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

Selecciona una o más de las siguientes respuestas posibles:

  • Media content analysis

  • Survey research

  • Marketing-mix modelling

  • Recall and retention

  • Tracking

  • ROI

Explicación

Pregunta 15 de 26

1

What is publicity?

Selecciona una de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 16 de 26

1

Publicity differs from public relations as publicity is

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 17 de 26

1

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

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 18 de 26

1

The advantages of publicity are:

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 19 de 26

1

What are the disadvantages of publicity

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 20 de 26

1

What is Personal Selling?

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 21 de 26

1

What are the responsibilities of personal selling?

Selecciona una o más de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 22 de 26

1

What are the advantages of personal selling?

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 23 de 26

1

What are the disadvantages of personal selling

Selecciona una de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 24 de 26

1

What is Content Marketing?

Selecciona una de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 25 de 26

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

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

Explicación

Pregunta 26 de 26

1

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

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

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