Question 1

A _____ is a company publication that can be used to promote goodwill,increase sales,or mold public opinion.

Accepted Answer

A)  promotional announcement 
B)  corporate blog 
C)  media bulletin 
D)  feature article 
E)  house organ 
A)  promotional announcement 
B)  corporate blog 
C)  media bulletin 
D)  feature article 
E)  house organ

Question 2

Which of the following statements about video news releases is true?

Accepted Answer

A)  Video news releases are always developed and produced by outside agencies in order to prevent them from being biased. 
B)  Video news releases are offered to TV stations for a nominal fee. 
C)  Sometimes video news releases are criticized because they are too short. 
D)  Often video news releases are developed by the station's news staff. 
E)  VNRs are somewhat controversial. 
A)  Video news releases are always developed and produced by outside agencies in order to prevent them from being biased. 
B)  Video news releases are offered to TV stations for a nominal fee. 
C)  Sometimes video news releases are criticized because they are too short. 
D)  Often video news releases are developed by the station's news staff. 
E)  VNRs are somewhat controversial.

Question 3

What is the first function performed by the public relations professional?

Accepted Answer

A)  Develop press releases for all conceivable events. 
B)  Differentiate himself/herself from the advertising professional. 
C)  Plan and execute the company's public relations program. 
D)  Develop a crisis-management plan. 
E)  Convince the organization's public of his/her value to the company. 
A)  Develop press releases for all conceivable events. 
B)  Differentiate himself/herself from the advertising professional. 
C)  Plan and execute the company's public relations program. 
D)  Develop a crisis-management plan. 
E)  Convince the organization's public of his/her value to the company.

Question 4

The American Camping Association (ACA)used _____ to inform the media and general public about the value of the camp experience.According to the ACA,camping presents the camp community a place of safety,tolerance,acceptance,and peace in uncertain times.It was distributed to top weeklies,publications,and broadcasters in major media markets across the country.

Accepted Answer

A)  feature articles 
B)  house organs 
C)  press bulletins 
D)  media announcements 
E)  press releases 
A)  feature articles 
B)  house organs 
C)  press bulletins 
D)  media announcements 
E)  press releases

Question 5

Coca-Cola monitors all Web sites in which it is mentioned.Some of these Web sites contain communication that is malicious,and some of their information is wrong.The people who set up these Web sites are:

Accepted Answer

A)  part of Coca-Cola's publics. 
B)  guilty of deceptive advertising. 
C)  also monitored by the Federal Trade Commission. 
D)  controlled by the Federal Communications Commission. 
E)  legally permitted to say whatever they want to about Coca-Cola even if what they say is obviously incorrect. 
A)  part of Coca-Cola's publics. 
B)  guilty of deceptive advertising. 
C)  also monitored by the Federal Trade Commission. 
D)  controlled by the Federal Communications Commission. 
E)  legally permitted to say whatever they want to about Coca-Cola even if what they say is obviously incorrect.

Question 6

A four-page article in Pallet Enterprise,a trade journal for the pallet and container industry,about the success of Jisco,a Korean nail company,would most likely be an example of a:

Accepted Answer

A)  promotional message. 
B)  pro bono message. 
C)  communications organ. 
D)  feature article. 
E)  house bulletin. 
A)  promotional message. 
B)  pro bono message. 
C)  communications organ. 
D)  feature article. 
E)  house bulletin.

Question 7

A (n)_____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Accepted Answer

A)  entertainment marketing event 
B)  philanthropic event 
C)  sponsorship 
D)  advocacy advertising piece 
E)  ambush marketing event 
A)  entertainment marketing event 
B)  philanthropic event 
C)  sponsorship 
D)  advocacy advertising piece 
E)  ambush marketing event

Question 8

Coca-Cola's plans to tap an ancient well in Scotland drew criticism from all over the British Isles because residents feared that the beauty of the environment would be destroyed.In public relations terminology,the irate British are classified as:

Accepted Answer

A)  social investors. 
B)  publics. 
C)  environmental watchdogs. 
D)  stockholders. 
E)  environmental stewards. 
A)  social investors. 
B)  publics. 
C)  environmental watchdogs. 
D)  stockholders. 
E)  environmental stewards.

Question 9

Which of the following statements describes a benefit of sponsorship?

Accepted Answer

A)  There is little clutter associated with a sponsorship. 
B)  Sponsorships are inexpensive. 
C)  It is relatively easy to gauge the effectiveness of a sponsorship. 
D)  Sponsorships enhance the image of the company sponsoring them. 
E)  Sponsorships cannot be cost-efficient. 
A)  There is little clutter associated with a sponsorship. 
B)  Sponsorships are inexpensive. 
C)  It is relatively easy to gauge the effectiveness of a sponsorship. 
D)  Sponsorships enhance the image of the company sponsoring them. 
E)  Sponsorships cannot be cost-efficient.

Question 10

The primary media used for corporate advertising are trade journals.

Accepted Answer

A) True 
 B)False

Question 11

According to Johnson & Johnson,what is the best action to take in the event of a disaster like the Tylenol poisonings?

Accepted Answer

A)  Be open and candid. 
B)  Refuse to talk to all media representatives. 
C)  Select one media representative and give that person exclusive rights to the story. 
D)  Use the federal government's public relations experts. 
E)  Do not answer any questions until all the facts about the incident are known. 
A)  Be open and candid. 
B)  Refuse to talk to all media representatives. 
C)  Select one media representative and give that person exclusive rights to the story. 
D)  Use the federal government's public relations experts. 
E)  Do not answer any questions until all the facts about the incident are known.

Question 12

What two promotional disciplines are combined in sponsorships?

Accepted Answer

Sponsorship embraces two disciplines: pu

Question 13

How do advertising practitioners view public relations?

Accepted Answer

A)  As a tool of marketing to be used to promote sales of the company's products or services. 
B)  As a job that can be avoided until the company receives bad publicity. 
C)  As the umbrella process that companies should use to manage their continuing relationships with their various publics. 
D)  As an activity to be used in combination with other types of sales promotion. 
E)  As a task that can be performed only by a professional public relations expert. 
A)  As a tool of marketing to be used to promote sales of the company's products or services. 
B)  As a job that can be avoided until the company receives bad publicity. 
C)  As the umbrella process that companies should use to manage their continuing relationships with their various publics. 
D)  As an activity to be used in combination with other types of sales promotion. 
E)  As a task that can be performed only by a professional public relations expert.

Question 14

The goal of _____ is to develop a dialog between the company and the community.

Accepted Answer

A)  community involvement 
B)  corporate advertising 
C)  advocacy advertising 
D)  lobbying 
E)  advertorials 
A)  community involvement 
B)  corporate advertising 
C)  advocacy advertising 
D)  lobbying 
E)  advertorials

Question 15

How does a sponsoring company measure the results of its relationship building effort?

Accepted Answer

There are three ways that a sponsoring c

Question 16

Which of the following describes one method that can be used to effectively measure the results from sponsoring a golf tournament?

Accepted Answer

A)  To count the number of people who attended the event assuming they were all exposed to the company's name. 
B)  To count the total number of advertisers participating in the event and divide the number by the length of the event. 
C)  To measure spending equivalencies between free media exposure and comparable advertising space or time. 
D)  To take a survey of event attendees and ask if they recall seeing the company's name. 
E)  To count the number of people who attended the event and find the probability of the number who may have seen the company's name. 
A)  To count the number of people who attended the event assuming they were all exposed to the company's name. 
B)  To count the total number of advertisers participating in the event and divide the number by the length of the event. 
C)  To measure spending equivalencies between free media exposure and comparable advertising space or time. 
D)  To take a survey of event attendees and ask if they recall seeing the company's name. 
E)  To count the number of people who attended the event and find the probability of the number who may have seen the company's name.

Question 17

While writing a news release,you should:

Accepted Answer

A) The online community is no different than people who rely on traditional media. 
B) Blogs without comments have minimal value,but with comments comes criticism. 
C) Not every market contains people who read blogs. 
D) Providing unique information gives people a reason to visit your blog. 
E) Blogging is rarely a stand-alone tactic. 
A) The online community is no different than people who rely on traditional media. 
B) Blogs without comments have minimal value,but with comments comes criticism. 
C) Not every market contains people who read blogs. 
D) Providing unique information gives people a reason to visit your blog. 
E) Blogging is rarely a stand-alone tactic.

Question 18

The U.S.Marine Corps issued a _____ to local news agencies when an official party consisting of high-ranking members of the Department of Defense visited a Marine Aircrew Training Systems Squadron to fly an Osprey simulator and personally evaluate the aircraft.

Accepted Answer

A)  house organ 
B)  media announcement 
C)  news release 
D)  feature article 
E)  press bulletin 
A)  house organ 
B)  media announcement 
C)  news release 
D)  feature article 
E)  press bulletin

Question 19

Paparazzi may be the scourge of Hollywood stars,but Fraser Ross appreciates the mob of photographers.Ross,owner of the celebrity-friendly L.A.boutique Kitson,said paparazzi shots of stars like Halle Berry shopping at his Robertson Boulevard store have helped to triple sales in the past year.Kitson is benefiting from:

Accepted Answer

A)  lobbying. 
B)  proactive news management. 
C)  reactive news management. 
D)  publicity. 
E)  communications distribution. 
A)  lobbying. 
B)  proactive news management. 
C)  reactive news management. 
D)  publicity. 
E)  communications distribution.

Question 20

What is the primary medium for corporate advertising?

Accepted Answer

The primary media companies us

A _____ is a company publication that can be used to promote goodwill,increase sales,or mold public opinion.

Which of the following statements about video news releases is true?

What is the first function performed by the public relations professional?

Coca-Cola monitors all Web sites in which it is mentioned.Some of these Web sites contain communication that is malicious,and some of their information is wrong.The people who set up these Web sites are:

A four-page article in Pallet Enterprise,a trade journal for the pallet and container industry,about the success of Jisco,a Korean nail company,would most likely be an example of a:

A (n)_____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Coca-Cola's plans to tap an ancient well in Scotland drew criticism from all over the British Isles because residents feared that the beauty of the environment would be destroyed.In public relations terminology,the irate British are classified as:

Which of the following statements describes a benefit of sponsorship?

The primary media used for corporate advertising are trade journals.

According to Johnson & Johnson,what is the best action to take in the event of a disaster like the Tylenol poisonings?

What two promotional disciplines are combined in sponsorships?

How do advertising practitioners view public relations?

The goal of _____ is to develop a dialog between the company and the community.

How does a sponsoring company measure the results of its relationship building effort?

Which of the following describes one method that can be used to effectively measure the results from sponsoring a golf tournament?

While writing a news release,you should:

The U.S.Marine Corps issued a _____ to local news agencies when an official party consisting of high-ranking members of the Department of Defense visited a Marine Aircrew Training Systems Squadron to fly an Osprey simulator and personally evaluate the aircraft.

What is the primary medium for corporate advertising?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Filters

Exam 18: Relationship Building

A _____ is a company publication that can be used to promote goodwill,increase sales,or mold public opinion.

Which of the following statements about video news releases is true?

What is the first function performed by the public relations professional?

Coca-Cola monitors all Web sites in which it is mentioned.Some of these Web sites contain communication that is malicious,and some of their information is wrong.The people who set up these Web sites are:

A four-page article in Pallet Enterprise,a trade journal for the pallet and container industry,about the success of Jisco,a Korean nail company,would most likely be an example of a:

A (n)_____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Coca-Cola's plans to tap an ancient well in Scotland drew criticism from all over the British Isles because residents feared that the beauty of the environment would be destroyed.In public relations terminology,the irate British are classified as:

Which of the following statements describes a benefit of sponsorship?

The primary media used for corporate advertising are trade journals.

According to Johnson & Johnson,what is the best action to take in the event of a disaster like the Tylenol poisonings?

What two promotional disciplines are combined in sponsorships?

How do advertising practitioners view public relations?

The goal of _____ is to develop a dialog between the company and the community.

How does a sponsoring company measure the results of its relationship building effort?

Which of the following describes one method that can be used to effectively measure the results from sponsoring a golf tournament?

While writing a news release,you should:

The U.S.Marine Corps issued a _____ to local news agencies when an official party consisting of high-ranking members of the Department of Defense visited a Marine Aircrew Training Systems Squadron to fly an Osprey simulator and personally evaluate the aircraft.

What is the primary medium for corporate advertising?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Filters