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<strong>MKT</strong> <strong>578</strong> <strong>Final</strong> <strong>Exam</strong><br />
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<strong>MKT</strong> <strong>578</strong> <strong>Final</strong> <strong>Exam</strong> (Latest) - <strong>MKT</strong>/<strong>578</strong> <strong>Final</strong> <strong>Exam</strong><br />
1) Archaeologists inform us that public relations has roots in<br />
A. Iraq, where bulletins informed farmers how to grow more food<br />
B. England, where 18th century bulletins hailed the coming of the British Industrial<br />
Revolution<br />
C. Rome, where tablets paid tribute to new rulers<br />
D. China, where during the Ming Dynasty peasants wrote messages on the Great Wall<br />
2) The word propaganda originated with<br />
A. the Creel Committee during World War II<br />
B. Pope Gregory XV, who established a College in 17th Century Rome to spread the<br />
word about Catholicism<br />
C. Sophists, who walked around telling citizens of Rome who to vote for.<br />
D. the farmers who grew grapes in ancient Italy<br />
3) The growth of public relations as an accepted business-like practice in the United States<br />
of America stems from<br />
A. the British Industrial Revolution<br />
B. the American Industrial Revolution<br />
C. the efforts of people like Samuel Adams and Amos Kendall<br />
D. the hype of P.T. Barnum<br />
4) Applying the widely repeated definition of public relations developed by the late Denny<br />
Griswold to serve an organization properly, practitioners ought to serve as<br />
A. counsels to chief legal officers<br />
B. honest brokers to management
C. advisers to human resources directors<br />
D. consultants to directors of marketing<br />
5) To effectively communicate with a public, it is important to recognize that<br />
A. all publics have the same needs<br />
B. all publics are most interested in the technology you use<br />
C. all publics have their own special needs and require different types of<br />
communication<br />
D. all publics have overlapping organizational needs<br />
6) If you target “experiencers,” you’re likely using ________ to segment a public.<br />
A. Geographics<br />
B. Demographics<br />
C. values and lifestyles<br />
D. Sociometrics<br />
7) Employees would trust management more if they<br />
A. were less visible<br />
B. didn’t seek to empower the workforce<br />
C. communicated more frequently and earlier<br />
D. avoided sharing bad news<br />
8) One major reason to do an in-depth interview of top management and communicators<br />
before designing an effective employee communications program is to<br />
A. Minimize the discontinuities between what each group thinks the other wants.<br />
B. ignore what communicators think management wants from them<br />
C. ignore what management thinks it wants from communicators<br />
D. to minimize groupthink<br />
9) As arbiters of communications in organizations, it’s been the charge of public relations<br />
people since the 1960s to<br />
A. deal in an enlightened manner with the realities of a multicultural society<br />
B. sensitize the rest of the world to multicultural needs of Americans<br />
C. make an impact on renewing the energies of various ethnic communities<br />
D. enhance the power of the disenfranchised<br />
10) A typical goal of consumer relations is to keep former customers because<br />
A. most product complaints are made by new customers
B. most service complaints come from new customers<br />
C. most requests for product upgrades come from prospective customers<br />
D. most sales are made to established customer<br />
11) How does advice to clients from lawyers differ from advice given to clients by public<br />
relations practitioners?<br />
A. Lawyers advise clients what they should do, within the letter of legal requirements,<br />
to defend themselves in the court of public opinion.<br />
B. Public relations practitioners advise clients what they must do to defend themselves<br />
in a court of law.<br />
C. Lawyers advise clients what they should do to act ethically and socially responsible.<br />
D. Public relations practitioners advise clients what they should do to defend<br />
themselves in the court of public opinion.<br />
12) Litigation public relations can best be defined as<br />
A. attempting to influence a potential jury prior to the beginning of a case<br />
B. attempting to gain buy-in from the legal teams associated with the case<br />
C. attempting to settle the case out of court<br />
D. attempting to manage the media process during the course of a legal dispute so as<br />
to affect the outcome or its impact on the client’s reputation<br />
13) An organization’s social responsibility image is often determined by<br />
A. its desire to earn a profit above all else<br />
B. its focus on being the number one patron of the arts<br />
C. its attention to be ethical and to improve the quality of life for people<br />
D. its focus on looking good rather than doing the right thing<br />
14) The success of public relations in the 21st century is likely to depend heavily on<br />
A. following the Code of Ethics published by the Society of Professional Journalists<br />
B. following regulatory standards set forth by the Federal Communications Commission<br />
C. how the field responds to the issue of ethical conduct and preserves its credibility<br />
D. remaining vigilant regarding a person’s right to privacy<br />
15) Reasons why print media are number one with public relations professionals include<br />
A. decreased opportunities for network radio and TV placements<br />
B. about 50 percent of the public considers them accurate<br />
C. many journalists at newspapers and magazines still use news releases<br />
D. they are publishing 24/7
16) Since the end of the 1990s, magazine readership<br />
A. has declined overall<br />
B. has remained stable, especially in the specialty category<br />
C. has increased, with specialty magazines leading the way<br />
D. has declined, with specialty magazines leading the way<br />
17) Which of the following is good advice for public relations people who want to know how<br />
to deal effectively and ethically with people representing the various types of media?<br />
A. Treat them first and foremost professionally and with respect<br />
B. Treat them like all other journalists in any medium<br />
C. Treat their skepticism with skepticism<br />
D. Treat them like a salesperson selling a product to a customer<br />
18) To achieve placement of a written release, which of the following should you avoid?<br />
A. Directing a release to a specific beat reporter<br />
B. Frequently using exclusives<br />
C. Determining how best to contact a reporter or editor by asking them for their<br />
preference<br />
D. Calling a reporter or editor yourself, rather than have an assistant make the call<br />
19) The use of video news releases has been criticized for<br />
A. excessive cause-related marketing<br />
B. presenting advertising as news<br />
C. supporting advocacy advertising campaigns<br />
D. deliberate misrepresentation of facts<br />
20) Like corporate public interest advertising, the public service announcement (PSA) is<br />
aimed at providing an important message. However, a key distinction is that the PSA<br />
A. can only be used by government organizations<br />
B. can only be used in “emergency” situations<br />
C. is strictly reserved for nonprofit organizations<br />
D. differs greatly in format and style<br />
21) A 30-second radio spot would usually be expected to consist of approximately<br />
A. 25 words<br />
B. 45 words<br />
C. 65 words
D. 125 words<br />
22) Which of the following web-based communications vehicles are appropriate for public<br />
relations practitioners to distribute content easily?<br />
A. Podcasting<br />
B. RSS<br />
C. Second Life<br />
D. Wikis<br />
23) When they use the Internet to communicate, practitioners can<br />
A. engage in more focused, targeted, one-on-one communication with consumers<br />
B. design more self-promotions<br />
C. increase time spent searching for data<br />
D. decrease time spent on responding to market changes<br />
24) If public relations professionals expect to benefit from their website, they<br />
A. should strive to make it as easily navigable as possible<br />
B. should strive to make it static<br />
C. should strive to deliver the maximum depth and breadth of information available<br />
D. should strive to limit the use of news clips and publications<br />
25) Which of the following is true in regards to texting?<br />
A. Allows for sending messages of 160 or more characters<br />
B. Common application in business-to-business communication<br />
C. Not a common application for person-to-person messaging<br />
D. Is the most widely used mobile data service<br />
26) Public relations practitioners have found that Twitter can be<br />
A. a vehicle to direct Twitter users to websites<br />
B. a vehicle to direct Twitter users to products<br />
C. a means to do some cybersquatting<br />
D. an editorial calendar check<br />
27) Which of the following pertain to CEO Blogs?<br />
A. They have received rave reviews from various publics.<br />
B. They typically turn negative public relations positive almost instantly.<br />
C. They are among the newest phenomena in the blogosphere.<br />
D. They are the vehicle of choice among most public relations practitioners for<br />
disseminating news.
28) Among the most essential steps in the public relations management process is<br />
A. the ability to set overall organizational objectives<br />
B. the ability to set overall organizational strategies<br />
C. the ability to define a public relations problem or an opportunity<br />
D. the ability to research overall organizational problems<br />
29) PERT and Gantt are tools that can help public relations practitioners to<br />
A. visualize tasks to be performed in a campaign or project<br />
B. designate who’s responsible for each task in a campaign<br />
C. chart costs of various tasks<br />
D. determine whether all goals and objectives are being met<br />
30) Planning for a public relations program is important, but principally a program is<br />
assessed in terms of its<br />
A. publicity value and practice<br />
B. performance and publicity value<br />
C. actions and performanceprogramming and publicity value<br />
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