What was the strategy used to convince the publics that the green strategy makes sense for the corporation and the people that it serves as described in the chapter’s opening vignette?
issue management campaign
corporate advocacy advertising
public affairs campaign
media relations campaign
integrated marketing campaign
Question 2
What is the greatest asset any organization can have, and creating it is the primary goal of most public relations programs?
capital
image
reputation
goodwill
equity
Question 3
Which of the following are the primary uses of advertising in public relations?
not-for-profit advertising and corporate advertising
house ads, public service announcements, and corporate advertising
advocacy ads, institutional advertising, and corporate advertising
corporate advertising, spot announcements, and public service announcements
public service announcements, advocacy ads, and institutional advertising
Question 4
What was the Big Idea of the Colorado Tobacco Education and Prevention Partnership campaign targeting teens?
Your C is your choice.
Try freedom.
Light the fire not the cigarette.
Smell sweet.
Stop now.
Question 5
The globalization/localization debate in international advertising is really about ________.
economics
culture
objective setting
targeting
branding
Question 6
A type of memory test in which respondents who have been exposed to a specific media vehicle are asked to report what advertisements or brand they remember seeing is known as a(n. ________ test.
persuasion
likability
attitude
recognition
recall
Question 7
To get a comprehensive picture of PR’s ________, practitioners evaluate process and outcome,
reach
impact
frequency
contact
exposure
Question 8
Which of the following is NOT a main school of thought on advertising in another country?
localization
standardization
semi-standardization
combination
All of the above are main schools of thought on advertising in another country.
Question 9
Which type of evaluative test asks consumers how likely they are to buy a specific brand, then exposes them to an advertisement for that brand, usually as part of a collection of brands, and then asks them again what they intend to purchase?
persuasion test
concept test
memory test
single-source research
inquiry test
Question 10
Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics?
public affairs
issue management
crisis management
cause marketing
corporate reputation management
