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Title: MKT 578 Final Exam Questions & Answers by Studentwhiz


1
MKT 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  • 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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  •  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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  • 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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  • 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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