Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.
Indicate whether the statement is true or false
Question 2The giant brewing companies of the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations. One beer producer has sent the press an expensive, attractive, eight-page press release that explains the organization's new educational program on the dangers of teenage drinking. The disadvantage of this approach is it
a. is often more expensive to run than typical advertising spots.
b. takes far more planning than an exclusive interview.
c. is effective only when used as a proactive strategy.
d. provides little control over how and when the final story will run.
Question 3____ refers to the idea that morality varies from one culture to another and that business practices are therefore differentially defined as right or wrong by particular cultures.
A) The self-reference criterion
B) Global ethics
C) Economic relativism
D) Cultural relativism
E) Moral relativism
Question 4Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky dived from the Earth's stratosphere. The move fit well with Red Bull's affiliation with extreme sports. This would best be an example of
A) stunt marketing.
B) television advertising.
C) electronic word-of-mouth marketing.
D) product placement.
E) buzz marketing.
Question 5The giant brewing companies of the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations. A large brewing company has its public relations staff create an interactive website aimed at men and women in their 20s and early 30s. It offers interesting facts about the history of beer, the making of beer, the definition of various brewing terms, the difference between hops and malt, etc. It includes silly games like crossword puzzles, word jumbles, and trivia contests, all of course related to beer. The objective of these types of PR initiatives is to
a. counteract negative publicity about beer.
b. disseminate internal information about the beer industry.
c. lobby politicians for favorable outcomes for the beer industry.
d. promote goodwill toward beer drinkers.
Question 6Many companies choose to standardize their ____ across national boundaries to maintain a consistent and well-integrated corporate culture.
A) technology
B) ethical behavior
C) language
D) dress code
E) products
Question 7Before the release of the newest iPhone by Apple Inc, an Apple juice brand used an actor dressed up like an apple to hold a sign encouraging those waiting in line to try its juice. The brand thought this would be a creative event that would spark an interest in Apple iPhone fans as they stood waiting in line with little else to do. This is an example of
A) buzz marketing.
B) viral marketing.
C) electronic marketing.
D) sales promotion.
E) product placement.
Question 8The giant brewing companies of the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations. A public relations firm has designed a website for a large brewing company. It provides product information on all its brands, with a separate page for each, featuring the way that particular product was imagined, concocted, testedand named. It offers a contest to name the new fall lager that will premiere later in the year. With this site, the company seems to have set its primary objective as
a. promoting a product or service.
b. giving advice and counsel.
c. delivering internal communications.
d. counteracting negative publicity.
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