Question 1

What are some ways public relations specialists can defend against negative word-of-mouth on the internet?

Accepted Answer

Public relations practitioners can regis

Question 2

Companies that provide information to legislators in order to get their support and vote on a particular bill are most likely using ________.

Accepted Answer

A) bribery 
B) lobbying 
C) corporate relations 
D) gatekeeping 
E) cause marketing 
A) bribery 
B) lobbying 
C) corporate relations 
D) gatekeeping 
E) cause marketing

Question 3

________ is a perception based on messages delivered by advertising and other marketing communication tools,whereas ________ is based on an organization's actual behavior.

Accepted Answer

A) Goodwill;integrity 
B) Integrity;image 
C) Image;reputation 
D) Reputation;image 
E) Equity;reputation 
A) Goodwill;integrity 
B) Integrity;image 
C) Image;reputation 
D) Reputation;image 
E) Equity;reputation

Question 4

Which of the following is NOT a marketing communication tool used in public relations?

Accepted Answer

A) sales promotion 
B) advertising 
C) the internet 
D) direct marketing 
E) personal sales 
A) sales promotion 
B) advertising 
C) the internet 
D) direct marketing 
E) personal sales

Question 5

Refer to the passage below to answer the questions that follow.
Wendy's fast food restaurant had a situation in which a woman found a fingertip in her bowl of chili.Of course,customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down.Fortunately for Wendy's,it was discovered weeks later that the accuser had a history of filing lawsuits against businesses,and the owner of the lost digit was a co-worker of the woman's husband.The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that the restaurant was victimized by this false accusation.
-Immediately following this individual's claim of finding a fingertip in her chili,which public relations program was most valuable to Wendy's?

Accepted Answer

A) corporate reputation management 
B) crisis management 
C) cause marketing 
D) public communication campaigns 
E) public service announcements 
A) corporate reputation management 
B) crisis management 
C) cause marketing 
D) public communication campaigns 
E) public service announcements

Question 6

A company would be likely to hire eWatch to ________.

Accepted Answer

A) create online advertisements 
B) evaluate the effectiveness of social media public relations efforts 
C) monitor the internet to collect information about what is being said about its brands 
D) determine the optimum channels for online advertisements 
E) predict the return on investment of public relations plans 
A) create online advertisements 
B) evaluate the effectiveness of social media public relations efforts 
C) monitor the internet to collect information about what is being said about its brands 
D) determine the optimum channels for online advertisements 
E) predict the return on investment of public relations plans

Question 7

Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

Accepted Answer

A) media relations 
B) public affairs 
C) cause marketing 
D) employee marketing 
E) internal marketing 
A) media relations 
B) public affairs 
C) cause marketing 
D) employee marketing 
E) internal marketing

Question 8

Public relations is primarily used to generate sales.

Accepted Answer

A) True 
 B)False

Question 9

Jeep hosts an annual "Jeep Weekend" event during which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners.The purpose of this public relations tactic is to intensify Jeep owners' involvement with their vehicle and brand.This is most accurately classified as a ________.

Accepted Answer

A) town hall forum 
B) special event 
C) media tour 
D) special exhibit 
E) press conference 
A) town hall forum 
B) special event 
C) media tour 
D) special exhibit 
E) press conference

Question 10

To facilitate internal marketing with a local community,town hall forums are sometimes used.

Accepted Answer

A) True 
 B)False

Question 11

A brand's social media channels are categorized as ________ media.

Accepted Answer

A) internal 
B) external 
C) paid 
D) owned 
E) earned 
A) internal 
B) external 
C) paid 
D) owned 
E) earned

Question 12

Although public relations can enhance a company's credibility,it has no role in supporting IMC efforts that focus on a product's sales.

Accepted Answer

A) True 
 B)False

Question 13

Name and describe the various forms of publicity used in public relations.

Accepted Answer

The major forms of publicity include:
(1

Question 14

An ad prepared for use in a company's own publication or programming is known as a(n)________ ad.

Accepted Answer

A) house 
B) corporate 
C) service 
D) company 
E) advocacy 
A) house 
B) corporate 
C) service 
D) company 
E) advocacy

Question 15

Which of the following statements regarding advertising and public relations is TRUE?

Accepted Answer

A) Public relations and advertising differ in how they use the media. 
B) The public tends to trust advertising more than public relations. 
C) Public relations strategists have little trouble getting exposure through media. 
D) Consumers do not perceive public relations information and advertising information as the same. 
E) The main goal of public relations is sales. 
A) Public relations and advertising differ in how they use the media. 
B) The public tends to trust advertising more than public relations. 
C) Public relations strategists have little trouble getting exposure through media. 
D) Consumers do not perceive public relations information and advertising information as the same. 
E) The main goal of public relations is sales.

Question 16

How does public opinion differ from mass opinion?

Accepted Answer

Public opinion examines the re

Question 17

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a core value of conduct spelled out in the Public Relations Society of America's Code of Ethics?

Accepted Answer

A) perception 
B) fairness 
C) competition 
D) image 
E) media control 
A) perception 
B) fairness 
C) competition 
D) image 
E) media control

Question 19

A group of informed,well-spoken people in a company who will discuss topics at the public's request is known as a ________.

Accepted Answer

A) town hall forum 
B) public service group 
C) pitch group 
D) speakers' bureau 
E) collateral group 
A) town hall forum 
B) public service group 
C) pitch group 
D) speakers' bureau 
E) collateral group

Question 20

Planning for a public relations campaign is similar to planning an advertising or IMC campaign.

Accepted Answer

A) True 
 B)False

What are some ways public relations specialists can defend against negative word-of-mouth on the internet?

Companies that provide information to legislators in order to get their support and vote on a particular bill are most likely using ________.

is a perception based on messages delivered by advertising and other marketing communication tools,whereas is based on an organization's actual behavior.

Which of the following is NOT a marketing communication tool used in public relations?

A company would be likely to hire eWatch to ________.

Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

Public relations is primarily used to generate sales.

To facilitate internal marketing with a local community,town hall forums are sometimes used.

A brand's social media channels are categorized as ________ media.

Although public relations can enhance a company's credibility,it has no role in supporting IMC efforts that focus on a product's sales.

Name and describe the various forms of publicity used in public relations.

An ad prepared for use in a company's own publication or programming is known as a(n)________ ad.

Which of the following statements regarding advertising and public relations is TRUE?

How does public opinion differ from mass opinion?

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

Which of the following is a core value of conduct spelled out in the Public Relations Society of America's Code of Ethics?

A group of informed,well-spoken people in a company who will discuss topics at the public's request is known as a ________.

Planning for a public relations campaign is similar to planning an advertising or IMC campaign.

Strategic Brand Communication

Advertising

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 3: Public Relations

What are some ways public relations specialists can defend against negative word-of-mouth on the internet?

Companies that provide information to legislators in order to get their support and vote on a particular bill are most likely using ________.

________ is a perception based on messages delivered by advertising and other marketing communication tools,whereas ________ is based on an organization's actual behavior.

Which of the following is NOT a marketing communication tool used in public relations?

A company would be likely to hire eWatch to ________.

Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

Public relations is primarily used to generate sales.

To facilitate internal marketing with a local community,town hall forums are sometimes used.

A brand's social media channels are categorized as ________ media.

Although public relations can enhance a company's credibility,it has no role in supporting IMC efforts that focus on a product's sales.

Name and describe the various forms of publicity used in public relations.

An ad prepared for use in a company's own publication or programming is known as a(n)________ ad.

Which of the following statements regarding advertising and public relations is TRUE?

How does public opinion differ from mass opinion?

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

Which of the following is a core value of conduct spelled out in the Public Relations Society of America's Code of Ethics?

A group of informed,well-spoken people in a company who will discuss topics at the public's request is known as a ________.

Planning for a public relations campaign is similar to planning an advertising or IMC campaign.

Strategic Brand Communication

Advertising

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

is a perception based on messages delivered by advertising and other marketing communication tools,whereas is based on an organization's actual behavior.