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Exam 18: Public Relations, influencer Marketing, and Corporate Advertising

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Question 61

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Scenario 18-3 For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act. -(Scenario 18-3) The makers of a well-known Tennessee whiskey release a very funny three-minute video on their website.It gradually gets noticed and distributed to friends and family by loyal consumers,and by people who just want to share a funny video.With very little effort,the word gets out and people start talking about this old- fashioned brand in a new way.The company is benefiting from the success of: 

A)  corporate image marketing. 
B)  lobbying. 
C)  green marketing. 
D)  viral marketing.

E) B) and C)
F) A) and D)

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Question 62

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There are six main objectives of public relations efforts.List any three and give an example by identifying a company that sells a product or service that you purchase.

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Companies may have the following objecti...

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Question 63

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Corporate image advertising focuses on enhancing the overall image of a firm among important constituents such as customers,employees,and the general public.

Which of the following is true of public relations? 

Public relations is synergistic with social media as well as with mainstream media.

A firm's owner moved out of the country,and she may close down the private company.To reduce the anxiety of its workforce,which of the following objectives of public relations can the company adopt? 

Public relations is strategically used for                   when adversity strikes.

Public relations is more about corporate communications and image management in times of non-crisis.

The intent of corporate advertising is to establish a favorable attitude toward a company as a whole,instead of focusing on the features of its products.

Many contemporary companies are seeking influencers,especially those who connect people.Connectors are people who: 

Which of the following is an example of corporate advertising? 

Scenario 18-2 A young man decides to become a mass producer of T-shirts. His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping. Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relationsissues too. -(Scenario 18-2) The conflict passes,things settle down,and he goes on to build his business-knowing that a rash of bad publicity could have done him wrong even before he got started.Now,he knows that he is part of an industry with many questionable players.He is also aware that the chance of being associated with sweatshops, illegal hiring,or other unsavory aspects of business is high.Therefore,he prepares a ______ in order to be in a better position to issue public statements based on current and accurate data.

What common goal do corporate image advertising,advocacy advertising,and cause-related advertising share? Outline the unique features of each of these types of corporate advertising.