Marketing Public Relations (Giannini) Chapter 1 An Introduction to Marketing Public Relations Download FULL Test Bank for Marketing Public Relations Gaetan T. Giannini https://getbooksolutions.com/download/test-bank-for-marketing-public-relations-gaetan-tgiannini
1) Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________. A) building anticipation for the book's release B) providing the back story on the upcoming film version C) embargoing any hint of the book's plot D) investing heavily in conventional advertising strategies E) limiting supply of the book in its first week of sales Answer: A Diff: 2 Page Ref: 1 Skill: Application LO: 3 2) The term marketer refers to the ________. A) advertising agency developing a product campaign B) public relations firm in contact with media organizations C) organization that has the product, service, or idea it desires to sell D) purchaser of a good or service E) media channels through which a product is promoted Answer: C Diff: 2 Page Ref: 2, 3, 4, 5 Skill: Concept LO: 1 3) Marketing public relations is a unique form of marketing because ________. A) marketers rely solely on non-media channels to disseminate their messages B) consumer behavior is more reliable than with other forms of marketing C) firms pay their public relations agencies only if they produce measurable results D) it has almost entirely replaced advertising as a means of promotion E) audiences are drawn to communication outlets where they gain access to information they crave Answer: E Diff: 3 Page Ref: 3 Skill: Concept LO: 2
LO: 1 8) Consumer-generated marketing (CGM) ________. A) is most effective in non-electronic communication environments. B) emphasizes expensive, well-targeted advertising messages. C) works best in large metropolitan areas. D) relies solely on digital communication outlets. E) encourages consumers to create marketing messages themselves. Answer: E Diff: 2 Page Ref: 4 Skill: Concept LO: 2 9) How does MPR differ from conventional marketing? A) MPR encourages media to voluntarily convey messages about products. B) MPR emphasizes personal sales above all other elements of the promotional mix. C) MPR concentrates on business-to-business marketing. D) MPR eliminates the need for intermediaries. E) There is no difference. MPR and conventional marketing are the same. Answer: A Diff: 3 Page Ref: 4 Skill: Application LO: 2 10) In the MPR context, C
Key Responsibilities: As the Marketing Intern, you will be a part of a dynamic marketing team working ... Develop social media programs and content for Facebook, Twitter, YouTube and blogging ... Generate new ideas and think strategically.
Promotes and publicizes institutional activities and programs. ... Advises and assists the senior leadership of academic and administrative units in establishing goals ... Demonstrated technology proficiency with various software applications.
Production. Liaising and supervising contacts for production of brochures, reports, video, ... Advising top management on the social political and regulatory environment ... Organising functions such as news conferences, exhibitions, events, tours ..