Public Relations vs. Advertising Quiz
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Questions and Answers

The author believes that innovation in mature companies often comes from internal efforts.

False

According to the article, what is the reason mature companies might not prioritize innovation internally?

  • They lack the resources to invest in internal innovation.
  • They believe internal innovation is too risky.
  • They focus on repeatability and minimal change. (correct)
  • They prefer to outsource innovation to specialists.

    • What is one key attribute the author suggests looking for in team members who can drive innovation?

    A track record of generating impactful ideas and solutions

    The author believes that mature companies should look for employees who are not ______ and are comfortable raising issues.

    <p>loners</p> Signup and view all the answers

    Which of the following is NOT a characteristic of an innovator, according to the article?

    <p>Easily discouraged by problems.</p> Signup and view all the answers

    Match the following attributes with their corresponding description:

    <p>Seek a track record of generating impactful ideas and solutions = Look for individuals who are not loners, communicate well with peers and leaders, and advocate for change. Find people driven to find real answers to personal challenges = Individuals who are energised by challenges, search for root causes, and relentlessly pursue solutions, even if unconventional.</p> Signup and view all the answers

    According to the article, what is the role of leadership in fostering an innovative culture?

    <p>Recognizing and nurturing team members with the capabilities and mindset for innovation</p> Signup and view all the answers

    The author believes that innovation is becoming less important in a rapidly changing market.

    <p>False</p> Signup and view all the answers

    Which of the following campaigns is an example of the new marketing trend discussed?

    <p>Nike's 'Just Do It' campaign sharing fitness journeys</p> Signup and view all the answers

    The new marketing approach emphasizes hunting for new customers rather than nurturing existing ones.

    <p>False</p> Signup and view all the answers

    What is the primary difference between advertising and public relations?

    <p>Advertising is paid media, while public relations is earned media</p> Signup and view all the answers

    The believability of an advertisement is generally higher than that of an article.

    <p>False</p> Signup and view all the answers

    What type of story should companies create to highlight their product or service?

    <p>A customer-relatable story, preferably around a higher cause.</p> Signup and view all the answers

    Companies should lead with a minimum viable product (MVP) and __________.

    <p>iterate</p> Signup and view all the answers

    According to the study mentioned, by how much is PR more effective than advertising?

    <p>90%</p> Signup and view all the answers

    In public relations, you aim to convince __________ to write a positive story about you.

    <p>reporters</p> Signup and view all the answers

    What should companies do to learn what works for their campaign?

    <p>Launch multiple experiments and learn from failures.</p> Signup and view all the answers

    Match each recommendation of new marketing with its description:

    <p>Create a business purpose storyline = Showcase your product through a customer-relatable story Launch multiple experiments = Test different marketing options and learn from failures Establish goals that you are willing to share = Build trust with customers by being transparent Nurture partnerships with complementary providers = Combine products to benefit your brands</p> Signup and view all the answers

    Match the terms to their definitions:

    <p>Advertising = Paid media Public Relations = Earned media Credibility = Trustworthiness of information Nielsen Study = Demonstrated effectiveness of PR over advertising</p> Signup and view all the answers

    Companies should hide their marketing goals to avoid giving away their strategies to competitors.

    <p>False</p> Signup and view all the answers

    Besides the company itself, who else benefits from the marketing approach described?

    <p>Customers, advocates, partners, and the community at large</p> Signup and view all the answers

    What is a key to success in a startup according to the content?

    <p>Innovation</p> Signup and view all the answers

    Providing a safe and nurturing environment is only necessary for upper management.

    <p>False</p> Signup and view all the answers

    Who is the founder and CEO of Startup Professionals?

    <p>Martin Zwilling</p> Signup and view all the answers

    Customers are increasingly favoring __________ over traditional outbound marketing.

    <p>participative initiatives</p> Signup and view all the answers

    Match the elements of effective leadership with their descriptions:

    <p>Communication = Sharing information effectively Collaboration = Working together towards common goals Mentoring = Guiding and advising less experienced individuals People leadership = Focusing on team dynamics and individual growth</p> Signup and view all the answers

    What aspect does an entrepreneur need to adopt for long-term viability?

    <p>A people-focused approach</p> Signup and view all the answers

    Traditional outbound marketing channels are gaining popularity among customers.

    <p>False</p> Signup and view all the answers

    What drives the trend towards participative marketing initiatives?

    <p>Instant worldwide communication via the Internet</p> Signup and view all the answers

    What is the best analogy for public relations according to Levine?

    <p>A Tiffany box</p> Signup and view all the answers

    Most reporters today rely heavily on firsthand investigations rather than sources for stories.

    <p>False</p> Signup and view all the answers

    How have the readership and viewership of traditional media changed in recent years?

    <p>They have decreased significantly.</p> Signup and view all the answers

    Public relations involves 'gift-wrapping' information about politicians, TV stars, and even _____ products.

    <p>consumer</p> Signup and view all the answers

    Match the following terms with their meanings:

    <p>Agenda = A plan or goal that influences behavior Public relations = The practice of managing the spread of information Journalist = A person who writes for newspapers or magazines Gift-wrapping = Presenting information in an appealing manner</p> Signup and view all the answers

    What do proponents of the Keystone XL Pipeline claim?

    <p>It will create 30,000 permanent jobs.</p> Signup and view all the answers

    All sources providing information to journalists have good agendas.

    <p>False</p> Signup and view all the answers

    Journalists must churn out stories _____ than ever due to time constraints.

    <p>quicker</p> Signup and view all the answers

    What attitude do innovators typically have towards failure?

    <p>They embrace it as a learning experience.</p> Signup and view all the answers

    Innovators are often viewed as troublemakers in conventional organizations.

    <p>True</p> Signup and view all the answers

    What is one key characteristic of an innovator's problem-solving approach?

    <p>They ask 'why' instead of accepting problems as given.</p> Signup and view all the answers

    Innovators enjoy enlisting supportive partners to sell their __________.

    <p>solution</p> Signup and view all the answers

    Match the following characteristics of innovators with their descriptions:

    <p>Integration of ideas = Ability to connect disparate elements into a solution Risk-taking = Willingness to accept pivots and failures Positive mindset = Belief in achieving buy-in for goals Support solicitation = Anxious to find partners to promote solutions</p> Signup and view all the answers

    Which of the following traits is NOT typical of an innovator?

    <p>They hesitate to take risks.</p> Signup and view all the answers

    Innovators tend to have a global view of their solutions.

    <p>False</p> Signup and view all the answers

    What is the primary mindset of innovators regarding traditional methods?

    <p>They are never afraid to ignore how things have always been done.</p> Signup and view all the answers

    Study Notes

    Public Relations vs. Advertising

    • Advertising is what you pay for; publicity is what you pray for.
    • Advertising is paid media; Public Relations is earned media.
    • Public relations involves convincing reporters or editors to write a positive story about a brand, issue, candidate, etc.
    • Public relations stories appear in the editorial section of media outlets rather than the advertising section.
    • Public relations stories have more credibility because they are independently verified by trusted third parties.
    • A study from 2014 by Nielsen commissioned by inPowered concluded that PR is nearly 90% more effective than advertising, especially in lifting familiarity with a brand.
    • PR is more valuable than advertising, between 10 and 100 times more valuable depending on the measurement and monitoring.

    Key Differences Between Advertising and PR

    Feature Advertising Public Relations
    Method Paid Earned
    Exposure Builds exposure Builds trust
    Audience Skeptical More trusting
    Placement Guaranteed No guarantee, must persuade
    Creative Control Complete creative control Media controls the final version
    Media Primarily Visual Uses language, potentially visual
    Cost More expensive Less expensive
    Message "Buy this product!" "This is important!"

    Key Attributes of Innovative People

    • Seek a track record of generating impactful ideas and solutions.
    • Find people driven by challenges to find real answers.
    • Show an ability to integrate disparate elements into a solution.
    • Always ask "why" rather than working around a problem.
    • Willing to take risks and tolerate many pivots and failures.
    • Never afraid to ignore how things have always been done.
    • Always positive that they can achieve buy-in on a goal.
    • Anxious to enlist supportive partners to sell their solution.

    Importance of Innovation in Business

    • Innovation is crucial for success in startups and mature businesses.
    • Teams need a safe and nurturing environment for employees with leadership qualities.
    • Leadership should focus on communication, collaboration, and mentoring.

    Modern Marketing Strategies

    • Augmented reality marketing: Using AR applications on smartphones to provide information to customers.
    • Customer feedback: Encouraging customers to share their feedback often.
    • Partnerships: Collaborating with complementary providers.
    • Innovative agencies: Partnering with agencies that aren't afraid to take risks.

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    Description

    Test your knowledge on the differences between public relations and advertising. This quiz explores key features, effectiveness, and credibility of PR in comparison to advertising. Enhance your understanding of how these two fields interact in the marketing communications landscape.

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