Question 1

Why do public relations and advertising need to find common ground and integrate their efforts?

Accepted Answer

A)  Companies can no longer afford to support both departments. 
B)  The time and costs associated with public relations can be prohibitive. 
C)  Public relations specialists lack the skills necessary to create productive campaigns. 
D)  Messages aimed at reaching mass audiences are becoming less effective. 
E)  The FTC has established laws that are making advertising more and more difficult. 
A)  Companies can no longer afford to support both departments. 
B)  The time and costs associated with public relations can be prohibitive. 
C)  Public relations specialists lack the skills necessary to create productive campaigns. 
D)  Messages aimed at reaching mass audiences are becoming less effective. 
E)  The FTC has established laws that are making advertising more and more difficult.

Question 2

Which of the following is the term that describes what a group of people thinks?

Accepted Answer

A)  public opinion 
B)  public relations 
C)  publicity 
D)  brainstorm 
E)  reputation 
A)  public opinion 
B)  public relations 
C)  publicity 
D)  brainstorm 
E)  reputation

Question 3

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

Accepted Answer

The major forms of publicity include:
(1

Question 4

Which of the following is another name for a situation analysis?

Accepted Answer

A)  benchmarking 
B)  audit 
C)  targeting 
D)  SWOT analysis 
E)  gap analysis 
A)  benchmarking 
B)  audit 
C)  targeting 
D)  SWOT analysis 
E)  gap analysis

Question 5

Which type of network connects people in one business with its business partners?

Accepted Answer

A)  Internet 
B)  intranet 
C)  extranet 
D)  social network 
E)  internal Web 
A)  Internet 
B)  intranet 
C)  extranet 
D)  social network 
E)  internal Web

Question 6

In difficult economic times,the public relations budget is likely to suffer more severe cuts than other functions of an organization.Jill is the director of her company's public relations department,and she has to convince her superiors that her department's function produces tangible results.To them,concepts such as goodwill are just "warm fuzzies." What should Jill say to help them appreciate the importance of public goodwill?

Accepted Answer

Public goodwill is the greatest asset an

Question 7

Explain four key publics addressed by relationship programs in public relations.

Accepted Answer

The key publics addressed by relationshi

Question 8

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.Newspaper articles about the company's role in making restrooms inviting are an example of ________.

Accepted Answer

A)  corporate advertising 
B)  cause marketing 
C)  issue management 
D)  publicity 
E)  sponsorship 
A)  corporate advertising 
B)  cause marketing 
C)  issue management 
D)  publicity 
E)  sponsorship

Question 9

Which of the following is NOT part of a crisis management plan?

Accepted Answer

A)  deciding who contacts the various stakeholders who might be affected 
B)  deciding who speaks to the news media 
C)  deciding who sets up an onsite disaster management center 
D)  deciding who covers up events leading to the crisis 
E)  analyzing the potential for an emerging crisis 
A)  deciding who contacts the various stakeholders who might be affected 
B)  deciding who speaks to the news media 
C)  deciding who sets up an onsite disaster management center 
D)  deciding who covers up events leading to the crisis 
E)  analyzing the potential for an emerging crisis

Question 10

Southern Company is a power company conglomerate in the southern United States,operating several power plants throughout the region,a few of them nuclear power plants.Some community members are concerned with emissions in the air surrounding these plants.Explain what public opinion means and discuss what questions the public relations specialists at Southern Company must understand about public opinion before deciding on an appropriate campaign.

Accepted Answer

Public opinion,what a group of people th

Question 11

A new form of word-of-mouth marketing in which an online influencer is encouraged to spread information over the Internet is known as ________.

Accepted Answer

A)  cause marketing 
B)  maven marketing 
C)  direct marketing 
D)  impression marketing 
E)  social networking 
A)  cause marketing 
B)  maven marketing 
C)  direct marketing 
D)  impression marketing 
E)  social networking

Question 12

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 13

Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?

Accepted Answer

A)  image management 
B)  crisis management 
C)  media relations 
D)  reputation management 
E)  public affairs 
A)  image management 
B)  crisis management 
C)  media relations 
D)  reputation management 
E)  public affairs

Question 14

The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area.Soon after,the newspaper ran an article on the store's grand opening,with a photo of the long lines of eager customers waiting for the store to open on its first day.In this scenario,the Atlanta Journal Constitution functioned as a(n)________.

Accepted Answer

A)  opinion leader 
B)  advocacy advertiser 
C)  publicist 
D)  implied third-party endorser 
E)  philanthropist 
A)  opinion leader 
B)  advocacy advertiser 
C)  publicist 
D)  implied third-party endorser 
E)  philanthropist

Question 15

A public relations news release typically runs exactly as the company desires and as scheduled.

Accepted Answer

A) True 
 B)False

Question 16

What are five guidelines to follow when emailing a news release?

Accepted Answer

Students can list any five of the follow

Question 17

A group of informed,well-spoken people in a company who will talk about 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 18

Which of the following is NOT a media gatekeeper?

Accepted Answer

A)  newscaster 
B)  newspaper editor 
C)  newspaper writer 
D)  talk-show coordinator 
E)  public relations writer 
A)  newscaster 
B)  newspaper editor 
C)  newspaper writer 
D)  talk-show coordinator 
E)  public relations writer

Question 19

Communication efforts with consumer or activist groups that seek to influence government policies are known as ________.

Accepted Answer

A)  media relations 
B)  corporate relations 
C)  issue management 
D)  cause marketing 
E)  issue marketing 
A)  media relations 
B)  corporate relations 
C)  issue management 
D)  cause marketing 
E)  issue marketing

Question 20

News releases should follow the 5W format of journalism.

Accepted Answer

A) True 
 B)False

Why do public relations and advertising need to find common ground and integrate their efforts?

Which of the following is the term that describes what a group of people thinks?

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

Which of the following is another name for a situation analysis?

Which type of network connects people in one business with its business partners?

Explain four key publics addressed by relationship programs in public relations.

Which of the following is NOT part of a crisis management plan?

A new form of word-of-mouth marketing in which an online influencer is encouraged to spread information over the Internet is known as ________.

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

Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?

A public relations news release typically runs exactly as the company desires and as scheduled.

What are five guidelines to follow when emailing a news release?

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

Which of the following is NOT a media gatekeeper?

Communication efforts with consumer or activist groups that seek to influence government policies are known as ________.

News releases should follow the 5W format of journalism.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 15: Public Relations

Why do public relations and advertising need to find common ground and integrate their efforts?

Which of the following is the term that describes what a group of people thinks?

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

Which of the following is another name for a situation analysis?

Which type of network connects people in one business with its business partners?

Explain four key publics addressed by relationship programs in public relations.

Which of the following is NOT part of a crisis management plan?

A new form of word-of-mouth marketing in which an online influencer is encouraged to spread information over the Internet is known as ________.

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

Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?

A public relations news release typically runs exactly as the company desires and as scheduled.

What are five guidelines to follow when emailing a news release?

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

Which of the following is NOT a media gatekeeper?

Communication efforts with consumer or activist groups that seek to influence government policies are known as ________.

News releases should follow the 5W format of journalism.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters