MKT 578 Final Exam - MKT 578 Final Exam Answers Free | Transweb E Tutors

More documents

Recommendations

Info

16) Since the end of the 1990s, magazine readership A. has declined overall B. has remained stable, especially in the specialty category C. has increased, with specialty magazines leading the way D. 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? A. Treat them first and foremost professionally and with respect B. Treat them like all other journalists in any medium C. Treat their skepticism with skepticism D. 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? A. Directing a release to a specific beat reporter B. Frequently using exclusives C. Determining how best to contact a reporter or editor by asking them for their preference D. 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 A. excessive cause-related marketing B. presenting advertising as news C. supporting advocacy advertising campaigns D. 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 A. can only be used by government organizations B. can only be used in “emergency” situations C. is strictly reserved for nonprofit organizations D. differs greatly in format and style 21) A 30-second radio spot would usually be expected to consist of approximately A. 25 words B. 45 words C. 65 words
D. 125 words 22) Which of the following web-based communications vehicles are appropriate for public relations practitioners to distribute content easily? A. Podcasting B. RSS C. Second Life D. Wikis 23) When they use the Internet to communicate, practitioners can A. engage in more focused, targeted, one-on-one communication with consumers B. design more self-promotions C. increase time spent searching for data D. decrease time spent on responding to market changes 24) If public relations professionals expect to benefit from their website, they A. should strive to make it as easily navigable as possible B. should strive to make it static C. should strive to deliver the maximum depth and breadth of information available D. should strive to limit the use of news clips and publications 25) Which of the following is true in regards to texting? A. Allows for sending messages of 160 or more characters B. Common application in business-to-business communication C. Not a common application for person-to-person messaging D. Is the most widely used mobile data service 26) Public relations practitioners have found that Twitter can be A. a vehicle to direct Twitter users to websites B. a vehicle to direct Twitter users to products C. a means to do some cybersquatting D. an editorial calendar check 27) Which of the following pertain to CEO Blogs? A. They have received rave reviews from various publics. B. They typically turn negative public relations positive almost instantly. C. They are among the newest phenomena in the blogosphere. D. They are the vehicle of choice among most public relations practitioners for disseminating news.
Page 1 and 2: MKT 578 Final Exam Perceive the bes
Page 3: B. most service complaints come fro

MKT 578 Final Exam - MKT 578 Final Exam Answers Free | Transweb E Tutors

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?