PUR3000 EXAM 3 CHAPTER 16 1 A major difference between public relations and advertising is advertising focuses on paying for time or space that allows them to put across their organization s messages about its products and services in public relations credibility helps to earn media recognition 2 A major difference between public relations and marketing is that the focus in public relations is on marketing an organization in marketing it s on selling a service or product 3 A practice among some news editors because of the proliferating raft of product placements in the media is to delete mention of brands or companies in news columns 4 A public relations practice that media scorn is placing well known people on TV but failing to disclose they are representing a particular company 5 A sign of just how significant tying mascots to products can be is General Mills creating Green Giant Food Company and a related Web site 6 Advertising is NOT held in as high esteem as marketing people would hope because there s a stigma about the message being created and paid for by the sender 7 Branding is about creation of a position or differentiable identity for a company or product 8 If public relations practitioners see themselves as key players in IMC they must establish credibility 9 If the effectiveness of publicity is exemplified by how long a company can tie its product to an iconic figure then appears to hold a record Ronald McDonald 10 If you expected to receive maximum value from an article reprint you would do all of the following EXCEPT seek permission months after the article appeared to have a press run of the article for use by the sales staff as a door opener with targeted sales prospects 11 If you ve received publicity in a magazine or newspaper what can you produce to extend the impact from that coverage an article reprint 12 Motivating prospective customers to action describes what is effective at doing sales promotion 13 Showing Beanie Babies and Cabbage Patch Dolls with a client s new product for a photograph is an example of which principle of building a brand using heritage 14 The law of primacy is essential in establishing the impression that you were first in a product category 15 Which of the following is NOT an example of 21st century promotional innovation associated with integrated marketing news releases
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