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MKT 578 Final Exam
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MKT 578 Final Exam (Latest)
1) Archaeologists inform us that public relations has roots in
Iraq, where bulletins informed farmers how to grow more food
England, where 18th century bulletins hailed the coming of the British
Industrial Revolution
Rome, where tablets paid tribute to new rulers
China, where during the Ming Dynasty peasants wrote messages on the
Great Wall
2) The word propaganda originated with
the Creel Committee during World War II
Pope Gregory XV, who established a College in 17th Century Rome to
spread the word about Catholicism
Sophists who walked around telling citizens of Rome who to vote for.
the farmers who grew grapes in ancient Italy
3) The growth of public relations as an accepted business-like practice in the
United States of America stems from

the British Industrial Revolution
the American Industrial Revolution
the efforts of people like Samuel Adams and Amos Kendall
the hype of P.T. Barnum
4) Applying the widely repeated definition of public relations developed by the late
Denny Griswold to serve an organization properly, practitioners ought to serve as
counsels to chief legal officers
honest brokers to management
advisers to human resources directors
consultants to directors of marketing
5) To effectively communicate with a public, it is important to recognize that
all publics have the same needs
all publics are most interested in the technology you use
all publics have their own special needs and require different types of
communication
all publics have overlapping organizational needs
6) If you target “experiencers,” you’re likely using ________ to segment a public.
geographics
demographics
values and lifestyles
sociometrics
7) Employees would trust management more if they
were less visible

didn’t seek to empower the workforce
communicated more frequently and earlier
avoided sharing bad news
8) One major reason to do an in-depth interview of top management and
communicators before designing an effective employee communications program
is to
minimize the discontinuities between what each group thinks the other
wants.
ignore what communicators think management wants from them
ignore what management thinks it wants from communicators
to minimize groupthink
9) As arbiters of communications in organizations, it’s been the charge of public
relations people since the 1960s to
deal in an enlightened manner with the realities of a multicultural society
sensitize the rest of the world to multicultural needs of Americans
make an impact on renewing the energies of various ethnic communities
enhance the power of the disenfranchised
10) A typical goal of consumer relations is to keep former customers because
most product complaints are made by new customers
most service complaints come from new customers
most requests for product upgrades come from prospective customers
most sales are made to established customers
11) How does advice to clients from lawyers differ from advice given to clients by
public relations practitioners?

Lawyers advise clients what they should do, within the letter of legal
requirements, to defend themselves in the court of public opinion.
Public relations practitioners advise clients what they must do to defend
themselves in a court of law.
Lawyers advise clients what they should do to act ethically and socially
responsible.
Public relations practitioners advise clients what they should do to defend
themselves in the court of public opinion.
12) Litigation public relations can best be defined as
attempting to influence a potential jury prior to the beginning of a case
attempting to gain buy-in from the legal teams associated with the case
attempting to settle the case out of court
attempting to manage the media process during the course of a legal dispute
so as to affect the outcome or its impact on the client’s reputation
13) An organization’s social responsibility image is often determined by
its desire to earn a profit above all else
its focus on being the number one patron of the arts
its attention to be ethical and to improve the quality of life for people
its focus on looking good rather than doing the right thing
14) The success of public relations in the 21st century is likely to depend heavily
on
following the Code of Ethics published by the Society of Professional
Journalists
following regulatory standards set forth by the Federal Communications
Commission

how the field responds to the issue of ethical conduct and preserves its
credibility
remaining vigilant regarding a person’s right to privacy
15) Reasons why print media are number one with public relations professionals
include
decreased opportunities for network radio and TV placements
about 50 percent of the public considers them accurate
many journalists at newspapers and magazines still use news releases
they are publishing 24/7
16) Since the end of the 1990s, magazine readership
has declined overall
has remained stable, especially in the specialty category
has increased, with specialty magazines leading the way
has declined, with specialty magazines leading the way
17) Which of the following is good advice for public relations people who want to
know how to deal effectively and ethically with people representing the various
types of media?
Treat them first and foremost professionally and with respect
Treat them like all other journalists in any medium
Treat their skepticism with skepticism
Treat them like a salesperson selling a product to a customer
18) To achieve placement of a written release, which of the following should you
avoid?

Directing a release to a specific beat reporter
Frequently using exclusives
Determining how best to contact a reporter or editor by asking them for their
preference
Calling a reporter or editor yourself, rather than have an assistant make the
call
19) The use of video news releases has been criticized for
excessive cause-related marketing
presenting advertising as news
supporting advocacy advertising campaigns
deliberate misrepresentation of facts
20) Like corporate public interest advertising, the public service announcement
(PSA) is aimed at providing an important message. However, a key distinction is
that the PSA
can only be used by government organizations
can only be used in “emergency” situations
is strictly reserved for nonprofit organizations
differs greatly in format and style
21) A 30-second radio spot would usually be expected to consist of approximately
25 words
45 words
65 words
125 words

22) Which of the following web-based communications vehicles are appropriate
for public relations practitioners to distribute content easily?
Podcasting
RSS
Second Life
Wikis
23) When they use the Internet to communicate, practitioners can
engage in more focused, targeted, one-on-one communication with
consumers
design more self-promotions
increase time spent searching for data
decrease time spent on responding to market changes
24) If public relations professionals expect to benefit from their website, they
should strive to make it as easily navigable as possible
should strive to make it static
should strive to deliver the maximum depth and breadth of information
available
should strive to limit the use of news clips and publications
25) Which of the following is true in regards to texting?
Allows for sending messages of 160 or more characters
Common application in business-to-business communication
Not a common application for person-to-person messaging
Is the most widely used mobile data service

26) Public relations practitioners have found that Twitter can be
a vehicle to direct Twitter users to websites
a vehicle to direct Twitter users to products
a means to do some cybersquatting
an editorial calendar check
27) Which of the following pertain to CEO Blogs?
They have received rave reviews from various publics.
They typically turn negative public relations positive almost instantly.
They are among the newest phenomena in the blogosphere.
They are the vehicle of choice among most public relations practitioners for
disseminating news.
28) Among the most essential steps in the public relations management process is
the ability to set overall organizational objectives
the ability to set overall organizational strategies
the ability to define a public relations problem or an opportunity
the ability to research overall organizational problems
29) PERT and Gantt are tools that can help public relations practitioners to
visualize tasks to be performed in a campaign or project
designate who’s responsible for each task in a campaign
chart costs of various tasks
determine whether all goals and objectives are being met
30) Planning for a public relations program is important, but principally a program
is assessed in terms of its

publicity value and practice
performance and publicity value
actions and performance
programming and publicity value
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