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.

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