Marketing Communications & PR Flashcards

A brand launches a campaign with a humorous tone targeting Gen Z but uses the same creative for Baby Boomers. This violates which IMC principle?

Answer: Audience segmentation and message relevance

Effective IMC requires tailoring message tone and content to each audience segment's values, language, and media consumption habits.

Which PR tool is MOST appropriate for communicating a complex technical product update that requires detailed explanation?

Answer: White paper distributed to trade media

White papers allow for in-depth technical explanation and are credible with trade media audiences who seek detailed information.

The 'elaboration likelihood model' (ELM) suggests that consumers who are highly involved with a product are more persuaded by:

Answer: Strong, logical arguments and detailed product information (central route)

The ELM central route relies on careful evaluation of arguments, which is the path taken by highly involved, motivated consumers.

A company issues a product safety recall. From a PR standpoint, the MOST important stakeholder group to notify first is:

Answer: Customers who purchased the product and regulatory agencies

Product safety recalls require immediate notification to affected customers and relevant regulatory agencies to fulfill legal and ethical obligations.

In event marketing, 'activation' refers to:

Answer: Brand experiences and interactions that engage attendees and drive emotional connection at or around an event

Activation turns a sponsorship or event presence into meaningful brand experiences that create emotional engagement and memory beyond logo placement.

Which metric is MOST directly tied to measuring PR's contribution to business outcomes?

Answer: Leads or sales attributable to PR-driven web traffic

Attributable leads or sales connect PR activity directly to revenue impact, making it the strongest business-outcome metric.

The 'agenda-setting theory' in communications suggests that mass media primarily influences:

Answer: Which issues audiences think are important

Agenda-setting theory (McCombs & Shaw) holds that media doesn't tell people what to think but is powerful in determining what topics people think about.