MKT 578 Final Exam Questions & Answers by Studentwhiz

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MKT 578 Final Exam
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• 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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•  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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