Chapter 13 Communications Decisions: Advertising and Public Relations

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Self-Test Questions
1. In many parts of the world, McDonald's
utilizes TV advertising that shows parents
interacting with their happy children. Such
advertising utilizes a) rational appeals b)
emotional appeals c) SRC appeals d) melodramatic
appeals
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Self-Test Questions
2. Recently, some of the biggest advertising
holding companies have acquired leading public
relations agencies. The best explanation for
this trend is a) A growing realization of the
importance of IMC. b) Increasing client demands
for localized PR campaigns. c) Stepped-up efforts
by large companies to combat
anti-globalization activists. d) Declining demand
for global public relations means agencies
have to agree to be acquired or risk going
out of business.
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Self-Test Questions
3. Which promotional mix element is most closely
associated with activities designed to foster
goodwill and understanding with various
constituents both inside and outside the
company a) personal selling b) advertising c)
public relations d) sales promotion
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Self-Test Questions
4. A company adopting a(n) __________ approach to
worldwide PR activities gives the host-country
practitioner maximum leeway to incorporate local
customs and practices into the PR effort. a)
ethnocentric b) regiocentric c) local d)
polycentric
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Self-Test Questions
5. Which of the following most correctly states
the relationship between publicity and public
relations a) Managers in a company's public
relations department try to generate favorable
publicity. b) Managers in a company's publicity
department try to generate favorable public
relations. c) "Publicity" and "public relations"
refer to the same things. d) None of the above
correctly states the relationship.