10 May WHICH OF THE FOLLOWING ARE THE PRIMARY USES OF ADVERTISING IN PUBLIC RELATIONS?
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 campaigncorporate advocacy advertisingpublic affairs campaignmedia relations campaignintegrated marketing campaignQuestion 2What is the greatest asset any organization can have and creating it is the primary goal of most public relations programs?capitalimagereputationgoodwillequityQuestion 3Which of the following are the primary uses of advertising in public relations?not-for-profit advertising and corporate advertisinghouse ads public service announcements and corporate advertisingadvocacy ads institutional advertising and corporate advertisingcorporate advertising spot announcements and public service announcementspublic service announcements advocacy ads and institutional advertisingQuestion 4What 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 5The globalization/localization debate in international advertising is really about ________.economicscultureobjective settingtargetingbrandingQuestion 6A 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.persuasionlikabilityattituderecognitionrecallQuestion 7To get a comprehensive picture of PR’s ________ practitioners evaluate process and outcome reachimpactfrequencycontactexposureQuestion 8Which of the following is NOT a main school of thought on advertising in another country?localizationstandardizationsemi-standardizationcombinationAll of the above are main schools of thought on advertising in another country.Question 9Which 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 testconcept testmemory testsingle-source researchinquiry testQuestion 10Which 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 affairsissue managementcrisis managementcause marketingcorporate reputation management
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