A proactive public relations strategy is a tool designed to take an aggressive stand at the first sign of negative publicity.
Indicate whether the statement is true or false
Question 2Internet advertising formats:
a. are established by individual websites.
b. are enforced by the Federal Communications Commission.
c. neither of the above.
Question 3When consumers perceive a celebrity endorser to be attractive, they are likely to ____.
a. identify with endorser
b. adopt the endorser's attitudes
c. adopt the endorser's behaviors
d. a and b
e. a, b, and c
Question 4Typically, ____ experiments have greater internal validity, and ____ experiments have greater external validity.
a. laboratory; field
b. field; laboratory
c. longitudinal; cross-sectional
d. The internal and external validities are usually the same for both types of experiments.
e. Neither internal nor external validity is critical for experiments.
Question 5The major problem associated with the use of news conferences as a public relations tool is that they are no longer seen as credible.
Indicate whether the statement is true or false
Question 6When the receiver finds something in an endorser that they consider attractive, persuasion occurs through a process of ____.
a. identification
b. externalization
c. normalization
d. internalization
e. habituation
Question 7Which statement is true?
a. The amounts spent for search ads and online display ads is roughly the same.
b. The amount spent for search ads is much greater than for online display ads.
c. The amount spent for online display ads is much great than for search ads.
Question 8The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics so as to generate summary statistics of it fans. Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?
a. Experiments
b. Sample surveys
c. Depth interviews
d. Focus groups
e. Case analysis
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