ADV 318J Exam 4 UPDATED Questions
and CORRECT Answers
What was Lululemon's PR problem? - CORRECT ANSWER- ✔✔their material was too
sheer
What was Lululemon's response to the issue? - CORRECT ANSWER- ✔✔full refund or
exchanges
What is the primary goal of public relations? - CORRECT ANSWER- ✔✔to build and
maintain positive connections with a brand's publics
Who is(n't) the audience? - CORRECT ANSWER- ✔✔employees, consumers, media, lay
public, community group, shareholders
Public relations is about what? - CORRECT ANSWER- ✔✔relationship maintenance
What is the greatest asset any organization can have? - CORRECT ANSWER- ✔✔public
goodwill
Public relations programs are built on what? - CORRECT ANSWER- ✔✔considering public
opinion relative to their brand
What are the primary functions of public relations? - CORRECT ANSWER- ✔✔-Promote
goodwill
-Promote product
-Internal comm.
-Counteract negative publicity
-Lobby
-Give advice
,What is promote goodwill? - CORRECT ANSWER- ✔✔Build brand image via events that
reflect positively on the brand
What is promote product? - CORRECT ANSWER- ✔✔Press releases, events, etc. ("brand
news") that increase public awareness about a brand's products
What is internal comm.? - CORRECT ANSWER- ✔✔Sharing information and correcting
misinformation within a company to improve internal relations
What is counteract negative publicity? - CORRECT ANSWER- ✔✔Prevent negative
publicity from damaging the brand and its image
What is lobby? - CORRECT ANSWER- ✔✔Helps brands deal with government officials and
pending legislation
What is giving advice? - CORRECT ANSWER- ✔✔Help brand managers with
communications issues (e.g., position stances, public appearances, public feedback)
What are the primary types of public relations? - CORRECT ANSWER- ✔✔-Media relations
-Employee relations
-Financial relations
-Corporate relations
-Public affairs
What is media relations? - CORRECT ANSWER- ✔✔Focus is on developing and
maintaining media contacts
What is employee relations? - CORRECT ANSWER- ✔✔Focus is on communicating
information to employees
What is financial relations? - CORRECT ANSWER- ✔✔Focus is on communicating with the
financial community (e.g., shareholders)
, What is corporate relations? - CORRECT ANSWER- ✔✔Focus is on a brand's image and
reputation
What is public affairs? - CORRECT ANSWER- ✔✔Focus is on political and regulatory
issues
What are the two basic strategic categories that underlie PR efforts? - CORRECT ANSWER-
✔✔Proactive and Reactive
What is proactive? - CORRECT ANSWER- ✔✔Takes an offensive approach
‣ Focuses on opportunities
‣ Guided by a brand's marketing
objectives
‣ Seeks to publicize a brand and build goodwill and buzz
What is reactive? - CORRECT ANSWER- ✔✔Takes a defensive approach
‣ Focuses on problems
‣ Guided by external pressures
‣ Seeks to quell negative publicity and recoup positive brand identity and public goodwill
What are some basic differences in PR vs ADV? - CORRECT ANSWER- ✔✔Focused on the
organization
Maintain public goodwill
Addresses more audiences
Focused on long-term image
What are some basic difference in ADV vs PR? - CORRECT ANSWER- ✔✔ADV:
Focused on the product / service
Create consumer awareness
Addresses fewer audiences
Focused on short(er)-term image
and CORRECT Answers
What was Lululemon's PR problem? - CORRECT ANSWER- ✔✔their material was too
sheer
What was Lululemon's response to the issue? - CORRECT ANSWER- ✔✔full refund or
exchanges
What is the primary goal of public relations? - CORRECT ANSWER- ✔✔to build and
maintain positive connections with a brand's publics
Who is(n't) the audience? - CORRECT ANSWER- ✔✔employees, consumers, media, lay
public, community group, shareholders
Public relations is about what? - CORRECT ANSWER- ✔✔relationship maintenance
What is the greatest asset any organization can have? - CORRECT ANSWER- ✔✔public
goodwill
Public relations programs are built on what? - CORRECT ANSWER- ✔✔considering public
opinion relative to their brand
What are the primary functions of public relations? - CORRECT ANSWER- ✔✔-Promote
goodwill
-Promote product
-Internal comm.
-Counteract negative publicity
-Lobby
-Give advice
,What is promote goodwill? - CORRECT ANSWER- ✔✔Build brand image via events that
reflect positively on the brand
What is promote product? - CORRECT ANSWER- ✔✔Press releases, events, etc. ("brand
news") that increase public awareness about a brand's products
What is internal comm.? - CORRECT ANSWER- ✔✔Sharing information and correcting
misinformation within a company to improve internal relations
What is counteract negative publicity? - CORRECT ANSWER- ✔✔Prevent negative
publicity from damaging the brand and its image
What is lobby? - CORRECT ANSWER- ✔✔Helps brands deal with government officials and
pending legislation
What is giving advice? - CORRECT ANSWER- ✔✔Help brand managers with
communications issues (e.g., position stances, public appearances, public feedback)
What are the primary types of public relations? - CORRECT ANSWER- ✔✔-Media relations
-Employee relations
-Financial relations
-Corporate relations
-Public affairs
What is media relations? - CORRECT ANSWER- ✔✔Focus is on developing and
maintaining media contacts
What is employee relations? - CORRECT ANSWER- ✔✔Focus is on communicating
information to employees
What is financial relations? - CORRECT ANSWER- ✔✔Focus is on communicating with the
financial community (e.g., shareholders)
, What is corporate relations? - CORRECT ANSWER- ✔✔Focus is on a brand's image and
reputation
What is public affairs? - CORRECT ANSWER- ✔✔Focus is on political and regulatory
issues
What are the two basic strategic categories that underlie PR efforts? - CORRECT ANSWER-
✔✔Proactive and Reactive
What is proactive? - CORRECT ANSWER- ✔✔Takes an offensive approach
‣ Focuses on opportunities
‣ Guided by a brand's marketing
objectives
‣ Seeks to publicize a brand and build goodwill and buzz
What is reactive? - CORRECT ANSWER- ✔✔Takes a defensive approach
‣ Focuses on problems
‣ Guided by external pressures
‣ Seeks to quell negative publicity and recoup positive brand identity and public goodwill
What are some basic differences in PR vs ADV? - CORRECT ANSWER- ✔✔Focused on the
organization
Maintain public goodwill
Addresses more audiences
Focused on long-term image
What are some basic difference in ADV vs PR? - CORRECT ANSWER- ✔✔ADV:
Focused on the product / service
Create consumer awareness
Addresses fewer audiences
Focused on short(er)-term image
