Title: MKT 578 Final Exam Questions & Answers by Studentwhiz
1MKT 578 Final Exam
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2- Q1. 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 - Q2. 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
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3- Q3. 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
- Q4. 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
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4- Q5. 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
-
- Q6. If you target experiencers, youre likely
using ________ to segment a public. - geographics
- demographics
- values and lifestyles
- sociometrics
-
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5- Q7. Employees would trust management more if they
- were less visible
- didnt seek to empower the workforce
- communicated more frequently and earlier
- avoided sharing bad news
- Q8. 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
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6- Q9. As arbiters of communications in
organizations, its 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
-
- Q10. 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
-
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7- Q11. 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. -
- Q12. 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 clients reputation
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8- Q13. An organizations 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 -
- Q14. 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 persons right to
privacy - Q15.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
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9- Q16. 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 -
- Q17. 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
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10- Q18. 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 -
- Q19.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
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11- Q20. 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
- Q21.A 30-second radio spot would usually be
expected to consist of approximately - 25 words
- 45 words
- 65 words
- 125 words
- Q22. Which of the following web-based
communications vehicles are appropriate for
public relations practitioners to distribute
content easily? - Podcasting
- RSS
- Second Life
- Wikis
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12- Q23. 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 -
- Q24. 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
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13- Q25. 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
-
- Q26. 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
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14- Q27. 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. -
- Q28. 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
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15- Q29. PERT and Gantt are tools that can help
public relations practitioners to - visualize tasks to be performed in a campaign or
project - designate whos responsible for each task in a
campaign - chart costs of various tasks
- determine whether all goals and objectives are
being met -
- Q30. 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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